Promotional Analyses make changes in title
For leading FMCG & Retail companies, The ‘Promotional Analysis’ module of Impaqtr gives a comprehensible and flexible insight into your retailer promotions.
The ‘Promotional Analysis’ module of Impaqtr gives a comprehensible and flexible insight into your retailer promotions. Retailer promotions are nowadays still an important marketing tool to achieve specific business objectives like increasing penetration, stimulating loyalty from a consumer point of view, or increasing sales and profitability from a business point of view. Therefore, it is important to understand what promotional offers are creating the highest sales impact at different retailers and to perform this analysis in a coherent and continuous way.
Objectives
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Understand the impact of past promotions
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Formulate optimized future strategies and action plans supporting business targets and plans (test)
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Allow for an effective communication with retailers which leads to a better collaboration.
Specifications
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The ‘Promotional Analysis’ module contains a strong methodology to calculate baseline and incremental sales based on an econometric time series data technique, which results in parameters like promotional price elasticity and different promotional multipliers.
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The statistical model considers the seasonality of the category, the trend of the brand and, if required, additional environmental parameters like the weather.
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Retailer sell-out data are automatically matched with retailer promotions for your own brands, but also for your most important competitors.
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Neutral consumer prices are estimated which allows for calculating the actual depth of deal of a promotion.
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The ‘Promotional Analysis’ module can be accessed through the ‘Aurora’ Platform. Product and Promotional mappings can be maintained by the customer through our shared One-Drive
Insights by Visualisation
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Classic weekly timeline and calendar views
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Aggregated views to compare retailers and brands.
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Promotional segmentation views and rankings
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Summarizing tables, …
Data Requirements
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At the sales level weekly retailer selling-out volumes and prices of the SKU’s for your own and competitive brands
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At the promotion level weekly promotional folder information*, preferably extended by display, coupon, cash-back and internal promotions
(*) Impaqtr has a service that gathers folder promotions and links promotional pictures to each folder promotion
Possible Extensions
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Promotional Profitability Module
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Promotional Forecasting Module (in development)
Other Modules