Competitor Insight Manager

Store Support Centre - Coventry Ansty Park

Competitive plus benefits

Permanent - Full Time

29 March 2017

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Competitor Insight Manager

In a nutshell

Successfully manage a team of two in order to deliver a ‘best in market’ competitor pipeline and accurate forecast of the sales impact on our stores from competitor openings. Support the store support centre with location and demographic analysis requests. Support the Investment and Planning team in understanding store performance.

What I need to do

  • Responsibility for Competitor tracking, reporting and generating market and competitor insights.
  • Accurately forecast sales impacts on the Sainsbury’s store estate from competitor new store activity.
  • Assess all impacts post opening
  • Deliver impacts post investment review to the Investment Board
  • Use analytical capabilities to identify key sales and customer trends  in new stores, extensions, refurbishments and other investment types.
  • Support the delivery of Post Investment Reviews to the Investment Board, for new main stores, new convenience stores , extensions and refurbishments
  • Own the National Stores Database content; containing location, feature and performance information for all food retailers in the UK
  • Provide an annual update of sales performance data for competitor stores (under-pinning the gravity model), derived from analysis of financial reports and local competitor knowledge
  • Support the development of analogue models and processes used by the Location Planning team to forecast sales in new stores and other investment/disposal types.
  • Ensure the delivery of reporting functionality and training to ensure a step change in the level of insight from the Location Planners, and long term a reduction in the support required from Insights and Analysis
  • Have knowledge of all data sources used within Investment Planning, including the EDW (Nectar Card database).
  • Successfully line manage a team of two analysts / data support.

How I will succeed

  • Ensure ownership of the Competitor Investment/Disposal Pipeline database.  This colleague will be accountable for the delivery of regular and accurate assessment of impacts on our estate from competitor investments and our own cannibalisation. They will work with Retail Finance and Central Retail to ensure these are defended and incorporated into budgets appropriately.
  • Provide accurate, timely competitor information to the Investment Planning team, to ensure forecasts are based on the best information available, and that our gravity model has accurate information under-pinning it.    Forecast sales performance for all competitor food retailers in the UK annually.
  • Support the development of the analytical capability of the location planning team.
  • Support the Location Planning Manager to deliver sales post investment reviews (PIR) of all new stores and extensions to the Investment Board.  
  • Working with the Location Planning Manager, deliver efficiency improvements in the Location Planning new space forecasting process.
  • Support the Insights & Analysis Manager, in ensuring future space strategies are fact-based and analytically robust.
  • Management and prioritisation of all spatial data and analysis requests from across Sainsbury’s, including delivery of competitor maps, demographic reporting and catchment (using nectar) analysis to all store managers.

What I need to know


  • Excellent organisational skills, with proven behaviours of attention to detail and ‘completer finisher’. Structured approach and clear deadline focus.
  • The ability to combine analytical perspectives with a pragmatic approach.
  • Ability to challenge, stretch and develop existing methodologies and approaches beyond business as usual.
  • Able to present analysis and recommendations to a range of audiences, in a logical, concise way.
  • Ability to communicate with colleagues from different disciplines and work cross-functionally.
  • Excellent analytical skills.  Able to synthesise and analyse a wide variety of data while keeping customer needs top of mind.  Recognition that the customer is at the heart of all capital investment decisions.
  • Ability to integrate quantitative (nectar data, segmentation, etc.) and qualitative information (retail feedback, customer research, etc.) to support investment decisions.
  • Strong technical skills, especially in Excel.  Ability and desire to learn basic programming languages e.g. MapInfo Basic and SAS
  • Highly numerate.


  • Prior experience of effective line management
  • Proven track record of initiating and implementing change
  • Experience of handling large complex databases. Knowledge of third party demographic and retail performance data e.g. Census data, ACORN. Knowledge of the Sainsbury’s Data Warehouse.
  • Experience of customer/sales based analysis in the retail sector


  • Educated in Mathematics to A Level essential
  • Degree level educated essential, desirably in Mathematics, Economics, Operational Research or Business related.

What I need to show

  • We are trusting each other, working together: Builds great working relationships with colleagues .
  • We are making it simpler:  Identifies opportunities to make the way we work simpler.
  • We are delivering great service, driving sales: Looks for ways of improving service in the team to ensure minimum impact to customer in store, and ensures colleagues understand how what they do influences the customer.
  • We are making it happen: Encourages others to deliver results by making decisions and trying new approaches.
  • We are treating every pound as our own: Has a thorough understanding of the business performance and ensures colleagues understand the business impact of their decisions.
  • We are cheering on our progress: Recognises when colleagues have made great progress and actively acknowledges this.

Resources available to me

  • Internal Property teams
  • Customer Insights team
  • Property Finance 

What decisions I can make

  • Own the competitor pipeline
  • Prioritise all ad hoc requests from the store support centre
  • Responsible for resource planning and line management of a team of three


Apply now