The Value of POS Data: Hear from the POS Data Guy on the TraQline Podcast

Durables Digest Podcast, Hybrid POS™

Durables Digest Podcast Episode 8 — POS Data, Shrink & Top 2024 Refrigerator Brands: Discussing Actionable Data Insights With Doug Murless, the POS Data Guy

June 11, 2024
Ashley Jefferson Author 33 mins read
  • Facebook
  • Twitter
  • Email

Listen Now!

Episode 7 Transcript

Brian Lamar (00:01.466)

Welcome back to Durables Digest. This is episode eight, which is really crazy to me. I feel like we just started doing this. My name is Brian Lamar, here at TraQline, joining me as always, Eric Voyer. Hello, Eric. How are you, sir?

Eric Voyer (00:13.836)

Hello, Brian.

Brian Lamar (00:15.674)

Good to see you. Special guest today. It’s a big episode. Doug Merlis is here and he is the point of sale data guy, otherwise known as POS data guy for short. And I’m really excited. I’m going to take a little backseat here and Eric, you can kind of lead the fun conversation and I will pepper in either fun facts or jokes or follow up questions to either of you if that’s okay.

Eric Voyer (00:17.164)


Eric Voyer (00:42.572)

Hopefully they will be all of those things all in one statement with no periods, no pauses, no breaks, no breaths.

Brian Lamar (00:49.178)

Yeah, but Doug, nice to meet you. Thanks for joining. Yeah. Yeah, I’m dreaded peppering.

Doug Murless (00:51.566)

Thanks for having me. I’m looking forward to the pepper.

Eric Voyer (00:55.084)

Nothing but pepper here, Doug. Nothing but pepper. So, Doug, you and I met, we’ve crossed paths a couple of times, I guess, through different Canadian resources, but you are up in Canada. Is that right? Yeah. So what part of Canada are you from? We have a Canadian joke on this podcast. I’m going to stop saying it though. What part of Canada are you from?

Doug Murless (01:12.174)

That is correct.

Doug Murless (01:20.174)

I am hanging out on the suburbs of Toronto.

Eric Voyer (01:24.588)

Awesome. Awesome. So tell us a little bit about yourself, especially what it means to be the POS data guy, how you got to be the POS data guy. Can you tell us a little bit about us? Tell you a little bit about yourself? What am I trying to say there? Can you please tell us a little bit about yourself?

Doug Murless (01:42.414)

Yeah, I figured that out. It’s okay.

It’s an onerous task carrying the moniker of the point of sale data guy every week, every day. I wake up with that burden and I hope I do it proud. It kind of happened organically. I was at a couple of golf tournaments and I’m so memorable that no one can remember my name, but they can remember what I do.

Eric Voyer (02:10.976)


Doug Murless (02:12.398)

Well, they kept pointing at someone and say, who’s that guy over there as I’m cruising past and I could hear them. And they go, that’s the point of sale data guy. I forget his name. So, so from there, I just kind of ran with the moniker. I also noticed the lane was wide open. There was no one else with the title. So I self -anointed myself to the point of sale data guy and I had a

Eric Voyer (02:21.996)

Brilliant, I love it.

Doug Murless (02:39.406)

a mentor on a mentor that helped me kind of set up LinkedIn and gave me a lot of good ideas for YouTube channel and stuff like that. So it all came together pretty organically.

Eric Voyer (02:50.028)

Well, you wear it well. I’m sure that once we explain a little bit more about what you do and how you help your customers that everybody’s going to really, they’re going to forget your name and just call you the point of sale data guy. Incidentally, I am the 50-handicap guy on the golf course. So it’s, it’s very similar, you know, nobody was wearing that moniker and I figured I’d pick it up. So it’s, I wear it well. I wear it very well. So that’s right. That’s right.

Doug Murless (03:12.974)

Again, another burden.

Eric Voyer (03:19.564)

So we met at the National Hardware Show recently and had a lot of great conversations, actually share some interests and some customers, but tell us a little bit about your background and how you got into the business.

Doug Murless (03:34.158)

So krunchbox, who I work with in the point of sale data space is an Australian based company. And I had a friend who was running a Australian retailer and came across krunchbox. And when she moved back to Toronto, she’s like, you got to come meet this guy. He’s coming to town. He owns this company that does point of sale data analytics.

I’d spent much of my career in the retail technology side of the world and went and had a meeting helped him out when he got here just for free, just introducing them to some folks that I knew. And from there, it evolved into like, hey, can you help me out a little bit? We’re just starting the business in North America. Can you help me out five days a week? We need to grow the business in North America. So that’s how I got introduced to it.

Several years of SaaS technology experience behind me by the time I found krunchbox. And I had the retailer side of the world as well, so it was a nice fit.

Eric Voyer (04:32.492)

Yeah. Now we’ve, Brian and I have talked about point of sale quite a bit on this podcast, anything from actually getting registered receipts from multiple retailers and aggregating those to just looking at an individual retailer and an individual manufacturer or OEM at that retailer. so POS data means a lot of different things. what is, when you are the POS data guy, are you doing all of those things? Are you doing a subset of them? What does it mean? What kind of challenges do you solve for your clients?

Doug Murless (05:06.19)

Well, in my world, I work, tend to work with weekly point of sale data. And we’re looking at in an ideal world sales by item by store each week, along with their inventory levels of that item in stores with what’s on order and what’s, what’s in transit to the store so that we can help brands really identify where there’s opportunities for growth. Where are, you know, what’s my out of stock or my in stock rate this week?

Eric Voyer (05:29.772)


Doug Murless (05:33.774)

And just because it’s in stock doesn’t mean it’s on the floor. In fact, I had a friend send me a picture this week, cause I was talking to him about it of their sales rep visited one of the big box retailers. They just did a big launch in April and that product showed light it’s in stock. So he went to check it out. Well, it’s in stock. It’s just 30 feet in the air. Yeah. So exactly where the consumer shops by looking straight up.

Eric Voyer (05:57.74)

Perfect, perfect.

Doug Murless (06:03.63)

So we really help, I mean, we essentially help suppliers in the slow moving consumer goods category. I say it’s anything outside of a grocery store where you’re sending multiple items every week in there. We’re talking about kind of weekly shipments of goods and we help them really understand product velocity as they see it, like through their own brand, not through the retailer’s product code and where they’re out of stock, where they have too much stock, where markdowns are coming, where they have phantom inventory. Lots of cool, lots of cool stuff.

Brian Lamar (06:08.534)

Thank you.

Eric Voyer (06:32.876)

Well, the retailer will tell them when they’re out of stock, right? They’ll just send them a note and say, hey, this product isn’t on the shelves anymore, send us more or, you know, we’re not selling this, send it back, right? I mean, those are the kinds of things that the retailers will do.

Doug Murless (06:46.638)

Occasionally. It’s never perfect. So I’ll give you an example. Say they have two units of product on the shelf according to the data, but they’re not there. So that’s our phantom inventory issue. They’re bought and returned and sitting out back somewhere. Or the retailer’s replenishment system, it’s just a technology. It never fully functions at 100%. So we’ll catch product that should be in a store.

Eric Voyer (06:47.98)

Yeah. Is it right? Yeah. Yeah.

Doug Murless (07:14.67)

But because there’s been zero sales, zero inventory and zero rate of sale, it just drops off the data because the retailer just wants to save money, you know, in the amount of data they’re storing, the amount of data they’re sending back and forth. So I call it distribution erosion. It’s like you think you should be in that store, but you’re not. And over a period of time, you lose two to 5 % of your distribution if you’re not on top of it. You can’t rely on the retailer’s replenishment system to generate the perfect order each time.

Eric Voyer (07:37.58)


Eric Voyer (07:43.276)

So when you’re analyzing somebody’s point of sale data, are you just getting theirs? Are you getting all the point of sale data from that retailer? Are you getting point of sale data from multiple retailers? What’s the scope of what you’re doing?

Doug Murless (07:59.374)

Yeah, that’s a great question. So, and one that often kind of gets confused because people put us in with the, you know, the category folks, not unlike you, but you know, more along the lines of a Nielsen or Circana who’s buying transactional data from the retailer and charging significant amounts of money back to the supplier. We deal directly with the supplier. So I don’t deal with the retailer.

I work with the data that the that the supplier has, or sorry, that the retailer has provided to the supplier. That’s what I can leverage and find the nuggets of gold in, as I say. And so we load all that data, which is the, you know, can be quite challenging as different formats, different content, different headers. And we blend that all together in our tool called krunchbox and surface the required insights to the supplier each week that gives them something to work at and fix and navigate towards with the retailer.

I don’t have any category magic category info. I send them your way. I get asked that question once a week. And it’s fascinating to me that I have so many suppliers that are what I call focused on the standings. And what I’m and where we work nicely together is I help them focus on the game. So I use the analogy if we had a football game on Sunday this week in the NFL, I’m the game plan of how we went on Sunday.

And what you can help them with is understand if they executed well enough over a certain period of time, a certain number of games to improve their ranking in the standings.

Eric Voyer (09:35.948)

Right. Right. And interestingly, you know, you can, you can do certain things on your side that will help them improve their standings. And if that doesn’t happen, then you can dig in deeper, I would imagine. Right. And say, well, you know, maybe there’s some other things that are going on here, or we can dig into our data and see that, you know, maybe that retailer isn’t driving shoppers to the store or something like that. So there’s a lot of other pieces of information that can be used here and analyzed as well, I would imagine.

Doug Murless (10:06.126)

Yeah, I mean, it comes down to the retailer. The retailer needs to be able to put your product on the shelf. Simple as that, right? Like there’s still suppliers out there who use their shipment data only, even though they have access to the retailer data, they may not want to buy it because lots of retailers are charging for it. So they use their shipment data. They think everything’s great and they plan that they, if they ship the a hundred thousand units this month, they’ll plan to ship a hundred thousand next month, but they have zero visibility into whether or not that product ever made it to the store on the shelf, et cetera. So.

Eric Voyer (10:38.1)

So, so let’s talk about ROI real quick, because you just mentioned a great point and Brian, I’m sorry, I’m not letting you talk, but I am just fascinated by this stuff. So from an ROI standpoint, I mean, they’re going to have to pay for that retailer’s EDI data, electronic data interface. They’re going to have to pay for that retailer’s data. They’re going to have to pay you right to do some analysis, but in the end, there’s a win there, right?

I mean, obviously you wouldn’t be in business if you weren’t generating revenue above and beyond what they have to spend and measurable as well. So talk to me real quick about the ways that you return their investment to them and in fact multiply that investment.

Doug Murless (11:24.334)

Yeah, I mean, this is the million dollar question we get asked from everyone because point of sale data has, for whatever reason, has become very expensive from the retailers. They see it as a way to basically generate bottom line revenue very efficiently and very quickly. Right? So there’s some retailers that are now charging, you know, $75 ,000 to suppliers to get their point of sale data. Some charge $7,500.

But if you’re a significant supplier to retailers, you could be in for a $100 ,000 expense before you even sell one product. So it is becoming expensive. And then when you layer on tools like mine, it becomes added expensive or additional fees. But where it really helps is you got to understand where the nuggets, like where’s the… Where’s the nuggets of gold as I say? Where’s the real critical information within the retailer data?

And they got to get beyond just looking at, gee, sales are up 5 % or sales are down 5%. It’s about understanding how many weeks of inventory you have out there. What sell -through rate are we at? How are we going to calculate the forecast based on what I have on the shelf? So, you know, there’s lots of forecasting going on out there that’s based on what you’ve shipped the last 12 months, but it’s really challenging to look at multiple retailers for the same product and what they have on their store shelf back to their DC to see how many you should actually order.

Right? So it’s about forecast accuracy, promotional effectiveness. You spent all this money on some digital ads or some end caps or side stacks, or, you know, if you’re still in the flyer business, you’re doing two or three flyers a year. And it’s also about understanding like what’s the effectiveness of your promotion.

Eric Voyer (13:01.292)


Doug Murless (13:19.95)

And more importantly though, at the end of the day, retailers love… suppliers who can come to them with some really valuable insights, stuff they didn’t already know. And to be able to collaborate with your retailer at a different level and earn the right to have a real valid opinion that you can back by data, that’s priceless. You want to show them how to sell more items and what they should order and why they should order it, how to improve inventory turns, you’re putting yourself ahead of nine tenths of the suppliers out there.

Eric Voyer (13:31.724)

Yeah, absolutely. Yeah.

Eric Voyer (13:55.852)

That is an awesome point. We drive that home as well, but I love that you just said that because you’re absolutely right. And every line review that comes across our desk by one of our customers, we try and say, how are you adding value? How do you add value to this line review? What can you teach this merchant that they may not know that will help them grow their business? And then they’re going to want to grow that through you. So I think that’s an awesome point.

Doug Murless (14:24.334)

You know, how many products does a merchant handle? They can’t look at each one individually and go, hey, Eric, you should do this. Right? It’s more check boxes and sign offs than planning.

Eric Voyer (14:33.612)

Right. Right.

Eric Voyer (14:38.956)

And the further you get down the line with the solution as opposed to, you know, the problem, then, then the easier it becomes for them to go. Sounds good. Where do I sign?

Doug Murless (14:49.518)

You eventually earn the right that they just look at your email and go, okay, the last five made sense. I got 20 seconds. This looks great. Let’s do it.

Eric Voyer (14:58.796)

Right. Yeah. What are some of the systems that you work with, which, you know, like it would be good for our listeners to know, you know, the names of the system from the retailers, you know, either ones you work with or just ones that you’re aware of. So, you know, Walmart has Luminate. You know, what are some of the names of these systems just for our listeners here?

Doug Murless (15:23.118)

Yeah, how long we got. So we each week we gather data from we will gather data from 215 different retailer data sources. Some of those are Excel files that get emailed to a supplier like from a Creighton barrel or a William Sonoma. Others are like going into supplier hub from Home Depot or someone will send us their VPP data from Lowe’s because they don’t like it when you have third party access or getting access into Menards. We spent a lot of time in the hardware in the houseware space.

Eric Voyer (15:25.676)

It’s a top five, maybe.

Doug Murless (15:51.694)

But also, you know, think about Walmart, again, Luminate, Best Buy is an EDI file, Target is Partners Online, Amazon, of course, can’t forget them, and Brand Analytics. So lots of retailers or several retailers over the last kind of seven years that I’ve been involved keep investing in their point of sale data capabilities. There’s still some retailers out there that have a long way to go, but they’re making more investments in the data all because they want their suppliers to use it. Like,

Eric Voyer (15:51.82)


Doug Murless (16:21.23)

They keep pushing back onto the supplier to do more things, be more collaborative, use the data to come up with something that they haven’t thought of or they might’ve missed. So to us, it doesn’t matter. It’s more about as long as that file has a readable cell. You could be from Eric’s Pharmacy where you got 200 locations in Arkansas. Like if you can get a file from them and CSV, Excel, a portal access, EDI, a text file, it doesn’t matter, we can load it.

Eric Voyer (16:51.948)

Nice. Brian, I see you thinking there. Tell me what’s on your mind.

Brian Lamar (16:57.53)

Well, I have a kind of a basic question for those of us that are learning about POS data. And I’m not even sure if this is in your purview, but I do a lot of like Google searching for certain products. I did just last week and it told me there was one of these at Target near my house. I go to Target. It took me 20 minutes to find it. I finally find it. It was accurate. Is that something you advise on or have an opinion about, about people that do a Google search?

run to the retailer that claims they have it or at least Google says they have it. What are your thoughts on that?

Doug Murless (17:31.438)

Yeah, that’s a challenging one. Like the retailer really struggles with that because technically their data says they have one or they have two. And it kind of comes down to our phantom inventory question. So is that one in their data really the display item that’s screwed to the wall? Like, you know, if you’re going to go buy a light fixture at Home Depot, like are they really going to take it out of the ceiling for you to take home?

And some suppliers don’t know whether the inventory includes the display or not. The other one is, yeah, they have one, but someone bought it, returned it, it’s an open box and it’s not on the shelf, but it’s been scanned back into inventory. And until they send that back to a supplier, it doesn’t get zeroed out. Someone could have stole it. That’s another thing today that’s happening. So it’s really hard for the retailer to guarantee inventory accuracy.

On the supplier side of that though, if you have a bunch of stores sitting on your best -selling product and it shows they have two When we run a report in our system that will show this like you’ve had two for 12 weeks that they haven’t sold But it’s your best seller, you know, what are the chances that that products there? Now the bigger challenge is if you don’t address it The retailer systems just gonna say they got two they need zero Like think about if it’s only the only holds two on a shelf they think the shelf is full Take like a big espresso machine says they have to

They have zero. Like I said, it’s been stolen, bought, returned, put in a different box, moved off the shelf, sitting 50 feet up. Just not on the shelf for someone to buy it. But if it is two and they actually have zero, the retailer is never going to order that product again for that store.

Brian Lamar (19:15.738)

Wow. So it’s a risk. Me going to Target was a risky proposition to try to find my problem. That was lucky. Yeah, but that makes a lot of sense. Thank you.

Eric Voyer (19:17.388)


Doug Murless (19:24.334)

Yeah, I think once when you see one, it’s like by the time you get there, it’s also by the time you get there and you know, are they updating that inventory daily or is that inventory updated weekly?

Eric Voyer (19:36.748)

Doug, at the risk of you giving away your secret sauce, what are some of the red flags that people should be looking for in their own POS data? So let’s say that they’re getting the data from any of these retailers and they do have a team that’s in there analyzing that data. What are some of the red flags that they should be looking for? You mentioned a product’s been sitting on the shelf for 12 weeks.

It’s your bet or they say they have two. It’s your best seller, but it hasn’t moved. Like to me, that is a huge opportunity, you know, and it could happen at multiple stores and you could, you know, by just identifying that problem, they could generate thousands of dollars in sales, depending on the ASP of that product and also keep that retailer happy. So there’s so many reasons to do what you’re doing, but let’s say that somebody’s doing it on their own. What are some of those red flags that you might encourage them to look for?

Doug Murless (20:35.214)

Well, I think, you know, the biggest competitor I have, I’ll answer this in kind of a roundabout way, the biggest competitor I have…

Eric Voyer (20:41.452)

Yeah, yeah, feel free to answer it. However, if you don’t want to give away the secret sauce, don’t that’s totally fine.

Doug Murless (20:45.262)

No, I didn’t give away the secret sauce, but I don’t know if they, like everything is very time consuming. If you’re trying to do it manually or you’re in the corner looking at 17 Excel sheets, trying to compare my inventory over the last eight weeks that hasn’t sold and bringing in all the inventory from all your retailers and trying to figure out, I call it stuck stock, like it’s an outback, it’s in the air, it’s just likely isn’t on their shelf.

That’s one challenging task and I have had people do that On the Phantom inventory side where they did it by hand They got an order equal to the biggest order they get all year for their seasonal products So think they’re like a they’re like a cooking product so around Thanksgiving they do a big boom in business and she told me that They did it and got an order larger than their Thanksgiving order for the product.

So to your point there’s hundreds of thousands of dollars left on the table every year because it’s very hard to isolate these items and think about it. If you have 20 items in Walmart alone and they got, and you’re in all 4 ,000 stores, you got thousands and thousands of rows of data that you’re going to try and look at. And most people don’t analyze their data. If it’s an individual, they don’t analyze data by a store. They’re just analyzing it at a product level. But I think that the biggest hurdle or one of the things that I think we’re going to chat about as a way to answer this question.

The biggest challenge suppliers have leveraging their point of sale data is kind of getting out of their own way. So I call it Sally in the corner. Sally or Jim’s been there 10 years. They’ve been producing an Excel file for the team for that 10 year period. They don’t think it’s broken. They don’t know how to move off that or they wouldn’t consider moving off that because they think everything is perfect. Right? The system isn’t broken. So why fix it?

And we use a simple analogy where like, yeah, you can go build a fence with a hammer and nails, or you can give your team a nail gun. Like what’s going to make them more productive? What’s going to generate more revenue for the business? And there’s tools out there like mine, and there’s others that are in our space that give them a much better set of equipment to impact the business. Getting a 50 ,000 row Excel file each week is not giving you any actionable insights that are gonna move the business forward.

Eric Voyer (23:14.956)

Yeah, I think it’s important for me to remember, you know, crunch box isn’t just Doug Marlis, right? It’s the software that comes along with it, the the insights and the tools that you guys have to analyze it and the experience that you have to do it. You know, I can go and build a fence, right? And I can have the nail gun. But the guy that builds the fence every day with the nail gun is get it going to get it done in half the time.

So I think that’s the other thing is yeah, you might even have the tools, you might even have the experience of doing it, but I’m that way with Google Analytics. I can fumble my way around in there, but if I let my marketing manager do it, she’s gonna do it in a quarter of the time. So definitely, definitely a benefit there.

Doug Murless (24:01.806)

The analyst that’s been putting together the spreadsheet becomes our biggest fan. Because right away you tweak, now she has all the data or he has all the data formatted the way they need it and they can dig into the details and find something really useful for the business. They’re a little apprehensive at first because they’re always thinking, well, what am I going to do for the three days now that it took me to put all the results together before? But then they get to do what they were hired to do, which is analyze the data and not combine all the data.

Eric Voyer (24:06.956)

Yeah, right.

Eric Voyer (24:28.588)

Yep. Yeah, for sure. For sure. All right. Well, I, you know, as, as always, I mean, I think I’m stretching time here. Brian, are there, are there other questions you wanted to ask? I’ve got a few other things on my mind, but you probably have a few questions as well.

Brian Lamar (24:43.482)

As you’ll soon learn I always throw curveballs and As I was prepping for this I went to her YouTube page and I by the way I watched the video about focus on the game about the standings big fan of it But I noticed that you have two types of videos Half of them are about two minutes long the other half about 20 minutes long and I find that really interesting and fascinating I’m sure that’s intentional

Eric Voyer (24:47.788)


Brian Lamar (25:08.73)

You have the one minute videos for those of us who are ADHD and 20 minutes for more long form stuff as I’m guessing what you’re doing, but I’d love for you to comment on that.

Doug Murless (25:16.622)

So yeah, sure. One of the things when I started this point of sale data guy, I crafted the point of sale data minute. And that was just short one hits, one minute hits about point of sale data kind of due to a month or so. Built the channel around that. And then I took that same kind of concept and built a podcast around it, which is also a series of LinkedIn lives. So my content, my content’s pretty skinny really. It’s I do a LinkedIn live.

I turn that into a video from my YouTube channel. I download the audio from my video and turn it into a podcast. So it’s kind of one event, multi -purpose. And today I do both, although from a time perspective, I haven’t done too many of the long form over the last six months.

Brian Lamar (26:07.098)

Right, it’s excellent though, I love it. So people should go check it out.

Doug Murless (26:10.926)

Yeah, Point of Sale Data Guy on YouTube. Subscribe today.

Brian Lamar (26:15.386)

That’s right.

Eric Voyer (26:16.364)

Link in bio, we will put a link in there Doug, absolutely, so that people can get to it, because this has been really interesting. And I think the best way to learn about what expertise you bring to the table on analyzing their POS data is to see some of those videos. So we’ll definitely put a link out there for them. If you think about one thing that your clients can do with POS data today, what would that be?

Doug Murless (26:45.742)

I think it said clients, but it probably means suppliers, right? Like, yeah. You know what I think it is? I think it’s just get started. Like just be open to change. So many of them are not using data effectively and just be open to looking at how you can grow your sales five to 10 % by better mining your retailer data. It’s there, it’s available. It’s not smoke and mirrors.

Eric Voyer (26:52.716)

wires, manufacturers. Yeah, absolutely. Sorry. Yep.

Doug Murless (27:15.246)

It works. Like, and that’s, and that’s the thing. Like I said, the, the, if it isn’t broke, don’t fix it. Mentality is what we come across every week. They want to know, but they don’t want to know. Cause then they got to change and there’s gotta be an appetite for change and they got a time to change. It’s really not that hard. So it’s just, it’s just getting started. It’s take a leap of faith. It doesn’t cost anything to have a conversation. See, learn what others are doing.

Eric Voyer (27:47.404)

Great. Well, let’s talk about data for a second. I did, I did forget to cover data on our side and that’s something that I keep forgetting to do. I get so excited about these topics. but we have a ton of data as you know, and you know, Doug, one of the things that we’ve discussed over time is just how we can track performance. And I’ve, I’ve got a little game for you. I, I want to know if you think about your kitchen, pick an appliance for me in your kitchen.

Doug Murless (28:17.742)

Got it.

Doug Murless (28:20.398)


Eric Voyer (28:19.499)

Your fridge. Okay. Now I have a couple of questions for you. What type of fridge is it? Is it type with the door on the top? Is it type with the door on the side? Or is it a type with a freezer on the bottom, like a French door type refrigerator?

Doug Murless (28:34.67)

French door freezer on the bottom.

Eric Voyer (28:37.452)

French door freezer on the bottom. Do you know what brand it is? Nice. What brand do you think is the number one brand of French door refrigerators as of current year to date?

Doug Murless (28:40.046)


Doug Murless (28:51.886)


Eric Voyer (28:53.964)

Man, interesting, interesting. Brian, what do you think?

Brian Lamar (28:59.834)

I’m hoping Frigidaire. I’m rooting for him.

Eric Voyer (29:01.644)

Frigidaire, I’m gonna take you into a data bite right here. I’m gonna actually share with you some of the information that we have from HPOS. If you look at French store refrigerators by dollars, the number one brand is LG across Lowe’s, Home Depot and Best Buy. Now we’re just gonna look at these three retailers because they make up about 65 % of the market. But real close behind is Samsung with about 30 % of the market.

And then you get Electrolux with 10%. And Electrolux has the Frigidaire brand at about 10%. But what’s really interesting is if I look at the top five models, we’ve got Samsung, Samsung, LG, GE, and Frigidaire. So fortunately, your Frigidaire model is in the top. I don’t know if it’s your model, but at least your brand is in the top five of the market share. So that’s pretty interesting. But you know, I think

think it’s powerful when you’ve got one brand that makes up two of the top three spots. And those are the Samsung models. They’re pretty popular across all the retailers that we track. So we just like to dig in a little bit into the data. And one of the things that I could do if we wanted to is dive deeper into unit share and dollar share and the average price of those models. And then I can even look at that model and watch how it’s changed over time over the years. So for you,

You could actually say if this particular client was a client of yours, you could go in and find out from their POS systems, is that model moving? Where is it moving? Are there gaps in it? And are there opportunities maybe to increase the sales because of phantom skews and things like that. So I love the marrying of our two systems there. And I look forward to digging deeper into that with you as we, you know, as we maybe have another podcast or hopefully share some information with our clients together.

Eric Voyer (31:04.204)

All right, that was my data bite. I don’t know how it went guys, but that was it. Brian, what do you want to do? You want to take us out? Are there more questions you want to ask? I think we’re about out of time, right?

Brian Lamar (31:18.266)

I’ve got a data byte too. Really quick. I’m newer, so this is probably more basic, but refrigerators being purchased online, I noticed that went up 50 % surprisingly or not in Q2 2020, and it’s remained the same. Has it gone back down to like pre COVID levels? It’s got went up 50 % probably a lot of when I think of appliances, I don’t think of buying online, we’ve talked about this before. So I found that really interesting.

Eric Voyer (31:20.14)


Yeah. Was that at a particular retailer, Brian?

Brian Lamar (31:51.578)

I did not look by retailer. I’m just like overall, but I’m assuming a lot of that. I don’t know. I can we can look deeper. We can obviously look deeper.

Eric Voyer (31:57.452)

Yeah. Yeah. So we actually have the ability to dig into online versus brick and mortar, individual retailers, price points, demographics, geographics, all of that information. So it’s cool. Once you identify a trend diving deeper into, you know, the why is awesome. And then what do you do about it? Is that kind of next step? And that’s what we, that’s what we were talking about earlier, Doug, where if you can walk into that retailer with a solution to that problem.

That’s powerful. That’s really powerful stuff.

Doug Murless (32:29.07)

Yeah, I think when you marry the two data sets together, it’s crazy good because we know what sold where, you know the why it sold, kind of who it sold to, what the makeup was, kind of you have all the other detail because the data I get is very non-transactional. I don’t know what else they shopped. I don’t know when they shopped. I don’t know what day of the week they bought it. I can tell you what channel they bought it by from some of the retailers only, like whether it was buy online, pick up in store.

Eric Voyer (32:46.348)


Doug Murless (32:58.062)

store and purchase or a pure dot -com play and for something as big as a refrigerator that’s interesting right because it is such a showroom effect for large appliances where you go check them all out and then they don’t really have any in the back because you’re probably not planning to take it home in your car anyway you’re going to get it delivered maybe you’re going to get it installed so it’s a unique purchase that has multiple layers I think to the on that path to purchase that would really help the brand understand how to better

Eric Voyer (33:06.092)


Doug Murless (33:27.63)

execute their marketing programs in alignment with their retailer programs, their digital ads, all that stuff.

Eric Voyer (33:33.996)

Awesome. Well, Brian, unless you have objections, I think we should wrap this one up in the interest of time. But Doug, would you tell us again how our listeners can get in touch with you?

Doug Murless (33:48.046)

Yeah, that’s an easy one. So multiple ways you’ll find me on LinkedIn. I’m the only one there. Just search my name. And the YouTube channel, Point of Sale Data Guy, is another way you can find me. And of course, you can email me at any time. You get to my LinkedIn page, you’ll find that. So don’t hesitate to reach out. Love a conversation. It’s never a sales pitch. It’s just talking about how we can help each other out, figure out — here’s a little Canadian out there for you — how we can figure out how to help move your business forward together.

Eric Voyer (34:17.932)

I love it.

Eric Voyer (34:22.956)

Doug, you’re a really smart guy. I’ve really enjoyed this talk. So thanks so much for coming on. It’s, it’s been a good one.

Doug Murless (34:30.862)

I’m sad it’s over, we were just getting started.

Eric Voyer (34:34.092)

We’ll do it again.

Brian Lamar (34:34.202)

We’ll have you back on. So thanks for listening to Durables Digest. Eric, great interview. Thank you so much. Doug Marlis, thank you so much for joining us. I learned a lot. If you have questions, feedback, you can reach us at [number]. If you have questions or any feedback, we’d love to hear from you. And again, thanks, Doug.

Doug Murless (34:53.422)

Thanks for having me, enjoyed it.

Brian Lamar (34:55.098)

All right, bye everybody.

Eric Voyer (34:55.468)

Thank you, bye.