Win the merchant the street already fills.
Two hundred merchants or two hundred thousand, one city or fifty countries — every street ranked twice, by visits and by what customers say, Malawi and Malawi included.
How many on this street are worth a call?Four calls first, out of eleven.
Ask the question on your desk this week.
Nine things supply, promotion and account teams say, and the answer each one gets.
What platform teams say
Sample one sample platform
Which merchant on this street do we call first?
The busiest merchant on the street is fourth on what its customers say.
It draws 22% of the street’s visits; the one ranked first on what customers say carries 11%.
Call the one that is high on both.
A signing list the street agrees with.
Which merchants in my territory do we call this month?
One merchant’s customers first raised delivery this quarter.
Its first complaint came 5 weeks ago; 3 more have followed.
Call this month, and open on how its food arrives.
A call the owner is ready to take.
The zone went quiet this year. Was that us?
The zone’s streets held. Two merchants took the growth.
On the year the zone moved +4%; those two merchants moved +37%.
Sign the two winning the zone.
The reason a zone moved, in one answer.
My customers are quieter. Is that me, or my street?
The merchant is ahead of its street on what it sells and behind it on waiting.
Waiting runs 43% positive at the merchant against 74% on its street.
Fix the waiting first.
A meeting the merchant can act on.
We open the zone next week — what goes on the first screen?
Two merchants there already draw the kind of customers the zone is full of.
They draw 44% of the zone’s visits, and 88% of what their customers say is positive.
Put the two customers already choose on the first screen.
A first screen that works on day one.
Which of my merchants is in trouble?
One merchant has fallen against its own street for three quarters.
Its share of positive opinions has slipped 17 points against its street while the street moved +1.
Get to it before the renewal call.
The merchants to hold, in order.
Which merchant’s deal do we back this month?
Customers praise one merchant’s noodles and call them poor value.
34% of what customers say about the noodles’ price is positive; on its street, 53%.
Back a deal on the noodles first.
Deal money aimed at a price complaint.
What is this zone full of that we do not have?
One category draws far more of the zone’s visits than of its merchants.
It is 19% of the zone’s merchants and 33% of its visits.
Recruit against the gap.
A catalogue that matches the zone.
Which merchants charge our customers more than the rival does?
One dish in four is priced differently from one platform to the other.
In one market, of the dishes a merchant lists on two platforms, three in four cost the same; about one in seven costs more on one, about one in eleven on the other.
Open the price-parity conversation with the merchants priced higher with us.
One price per dish, merchant by merchant.
Rank the street twice before you call anyone.
Three merchants carry two-thirds of a street’s visits. On four streets in five, the busiest is not the best-liked one.
Ranked by visits
Ranked by what customers say
Rank a street once and the busiest merchant comes first. Rank it twice and the merchant strong on both lists comes first.
Just ask Realytics “Which merchants in my zone rank high on both lists?”
Back deals where customers praise the food and fault the price.
A deal answers a price complaint. In one market, about one food merchant in twelve has customers who rate the food at or above the street and call the price poor value.
Of 7,900 merchants whose price is called poor value, 1,691 have food rated at or above the street
Poor value: positive opinions on the price run ten points or more under the same kind of merchant on its street.Among merchants whose customers talk about delivery, about four in ten hear more complaints about it than about the price: there, a deal answers the smaller of the two.
Split the deal budget by street.
What customers say about the price changes street by street. In one market, more than one street in four sits ten points or more off the market’s middle, about as many under it as over.
More than one street in four sits far from the market’s middle on price
The middle: the market’s middle street on positive price opinions.Where people have the most to spend, the price is called fair on fewer streets than anywhere else, in each of three markets.
Just ask Realytics “Which of my streets should get the deal money first?”
Call the merchants whose customers complain about delivery.
Each complaint about delivery, pickup or ordering online puts a merchant on the list, before signing and after. More than half had their first such complaint this year.
In one market this year, 179,820 of 706,520 food merchants measured had a customer complain about delivery
about 7,400had their first delivery complaint last month
Last month’s first complaints are this month’s first calls. Almost every merchant on the list has a phone number on record.
Work one street at a time, from two lists.
One street comes back ranked both ways, with price and delivery beside each merchant and one column left empty. A platform’s own numbers rank what it already has; a street ranks everything trading on it.
One sample street: the bakery is second on visits and first on what customers say
The first five columns arrive filled in. The platform fills the last one from the signed list it already keeps.
Of the busiest merchants whose customers talk about how the food arrives, nearly six in ten hear mostly praise. Sign those first.
Just ask Realytics “Which busy merchants in my zone get their delivery praised?”
Take one street into eight different meetings.
Supply, account management, promotions and every other desk ask one street a different question. It answers each, and this is what each desk takes from it.
The week’s calls, already in order
- Every merchant trading on a street, and the category it trades in.
- How much of the street’s visits each one draws.
- One merchant’s menu, matched across its listings.
A street to walk with the list already made
- Every street in a territory, its merchants already ranked.
- A phone, a website or a social account wherever the record holds one.
- The hours each keeps, so the call lands when it can be taken.
Something true to say at every merchant meeting
- One merchant’s share of positive opinions against the merchants beside it.
- What its customers praise, and what stops them coming back.
- How both moved against the same window a year earlier.
Deal money where the price is the complaint
- What each merchant’s customers say about its price, against its street.
- The menu items customers praise and call poor value, wherever a customer names one.
- Which merchants raised their menu prices this season, and by how much.
The gap in a zone, named by category
- The dishes a zone asks for that its merchants rarely list.
- A category’s share of the zone’s visits against its share of its merchants.
- Grocers, pharmacies and general retailers on the same measure as the food merchants.
A zone judged before it opens
- Every merchant in a zone you have not opened, and what its customers already say.
- The people around each street, and what they can spend there.
- How much of that trade comes from visitors rather than residents.
One measure that means the same thing everywhere
- Every market’s merchants on the same street comparison, computed the same way.
- Where the two rankings agree in a market, and where they part.
- Openings and closings by category and market, quarter by quarter.
The comparison your merchants would pay to see
- A merchant’s own street, on the measure that merchant already argues in.
- What its customers name in praise, and what they name against it.
- Menus tagged by dish, portion and diet, ready for search and filters.
Eight desks, one street, and no desk waiting on another for the answer.
Pull one merchant out of the list before you call it.
Every insight here comes back for a single merchant.
One measure for the street, a page for every merchant.
Weekly refreshed, since 2020
Sign the merchant customers already choose.
Why is the busiest merchant so rarely the best-liked? Leave your email; the first street comes back ranked both ways, price and delivery beside each merchant.