Competitor Insight Analyst

Store Support Centre - Coventry Ansty Park

Competitive plus benefits

Permanent - Full Time

29 March 2017

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Competitor Insight Analyst

In a nutshell

Support the Senior Competitor Analyst with analysis, project work and shaping of work plans.  Provide a comprehensive competitor intelligence service that identifies and tracks competitors’ property investments. Maintain a comprehensive database of competitor store portfolios. Manage the identification, forecasting and measurement of competitor impacts on Sainsbury’s stores. Provide timely and accurate information and insight to colleagues so Sainsbury’s can take action to defend against competitor incursion. Provide periodic and adhoc reporting of impacts to key stakeholders. 

What I need to do

  • Support the Senior Competitor Analyst with work as required as part of adhoc analysis requests.
  • Track all competitor investments in their store portfolios from planning through to opening date.
  • Maintain an accurate database of all competitor stores together with associated data e.g. sales area, features
  • Work with Location Planners to identify and forecast impacts from new stores and ensure this information is accurately maintained in the Oneplace Property Information Portal.
  • Measure and analyse competitor openings to assess actual impact. Review across the whole estate to ensure consistency across different regions and competitor profiles.
  • Be responsible for maintaining strong relationships between Location Planning and the other key stakeholders around the business. Working together to support the impacts defence programme and other related projects.
  • Utilise analytical capabilities to deliver regular and accurate assessment of impacts on our estate from competitor investments and our own cannibalisation. Track actual cumulative impact against forecast through the year.
  • Work with Retail Finance to investigate potential impacts and ensure these are incorporated into budgets appropriately.
  • Complete an annual review of competitor impacts in order to drive awareness across the business of the level of impacts from different operators and drive up forecasting accuracy and insight into competitor activity.
  • Provide analytical and data support to the Insights and Analysis team.

How I will succeed

  • Deliver regular assessments of the forecast and actual level of impact on our estate from competitor investments (Supermarkets and Convenience)
  • Drive the process and communication of upcoming competitor openings and expected impact to nearby stores – ensuring the correct level of support can be provided to stores in order to maintain sales. Provide a strong link with other teams supporting the competitor impacts process – Impacts & Investment, Retail Finance, Local Marketing and Customer Insight.
  • Take a key role in driving up efficiencies and accuracy rates across Location Planning.  Utilise strong analytical techniques to support the continuing development of the methodologies for forecasting used across the Location Planning Team, including providing insight on changes in store sales and customer behaviour at the time of investment in our stores or nearby competitor stores
  • Become the established expert in the analysis and measurement of competitor impacts and other external events that impact retail performance. Provide best practice in measurement analytics to the rest of the business.   

What I need to know

  • Excellent modelling, analytical and data management skills. Able to synthesise and analyse a wide variety of data.
  • Strong focus on the customer service and delivery. Recognition that the customer is at the heart of all capital investment decisions.
  • Excellent organisational skills with strong focus on attention to detail. Structured approach and clear deadline focus.
  • Highly numerate with established skills in statistics, modelling and computational methods.
  • Strong technical skills.
    • Good working knowledge of statistics software and techniques. SAS programming experience preferred.
    • Expert user of Excel with VBA skills is required.
    • Working knowledge of databases / SQL required.
    • Experience of location other analytics software an advantage (Alteryx, Mapinfo, ArcGIS)
  • Ability to communicate with colleagues from different disciplines and work cross-functionally.


  • Experience of analytics and / or modelling in a commercial or retail context
  • Experience of handling complex databases. Knowledge of third party demographic and retail performance data e.g. Census data, ACORN, Kantar, ACNielsen. (Not essential)

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 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

  • Responsible for own day to day workload
  • Own the measurement of actual impacts from competitor openings.

What decisions I can make

  • Internal Property teams
  • Customer Insights team
  • Property Finance


Apply now