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Supply Chain Insights LLC Copyright © 2015, p. 1
Improving Promotion Effectiveness
Supply Chain Insights LLC Copyright © 2015, p. 2
• Sales Productivity. Average sales person can only sell 27% of their workday…. Why? Internal Processes and Difficulty to get to data….
• Shift in Power from Marketing to Sales. Evolution of sales account teams. Most companies do not have the right collaborative workflows.
• Analysis more Granular. Movement to store and retail-specific analysis.
Current State
Supply Chain Insights LLC Copyright © 2015, p. 3
Need for Collaborative Workflow
Supply Chain Insights LLC Copyright © 2015, p. 4
Over Half Measure Promotions At Least Quarterly; Half of Promotions Are Measured on Average
Supply Chain Insights LLC Copyright © 2015, p. 5
Performance
Supply Chain Insights LLC Copyright © 2015, p. 6
Promotion Effectiveness
Supply Chain Insights LLC Copyright © 2015, p. 7
On Average, Takes 36 Days to Measure a Promotions’ Effectiveness
Supply Chain Insights LLC Copyright © 2015, p. 8
Analytics, Store Execution and Access to Insights Are Top 3 Barriers to Promotion Excellence
Supply Chain Insights LLC Copyright © 2015, p. 9
Cross-Functional and Optimization Are Among Trade Promotion Management Issues
Supply Chain Insights LLC Copyright © 2015, p. 10
Nearly Two-thirds Are Working on Digital Path to Purchase – for an Average of 1.6 Years
Supply Chain Insights LLC Copyright © 2015, p. 11
Automation of the four moments of truth in the purchase cycle through the use of
social, mobile, digital, and analytics technologies.
Digital Path to Purchase
Supply Chain Insights LLC Copyright © 2015, p. 12
Four Moments of Truth
The List:• Digital
Recipe• Digital
Coupons• Online
Rating and Reviews
The Basket:• Shelf-sensing• QR Codes• In-store
coupons• IP Address
Sensing• Localized
assortment
The Check-out• Downstream
Data• Loyalty Data
Usage• Sentiment Data• Ratings and
Reviews
Supply Chain Insights LLC Copyright © 2015, p. 13
Emergence of Digital Path to Purchase
Supply Chain Insights LLC Copyright © 2015, p. 14
Funding for the Digital Path to Purchase
Supply Chain Insights LLC Copyright © 2015, p. 15
Promotion management has grown in importance, but is more difficult to manage in today’s organization. Need for more granular and real-time data.Sales teams need easy-to-use technologies to improve sales productivity.
Wrap-up
Supply Chain Insights LLC Copyright © 2015, p. 16
Questions?
Supply Chain Insights LLC Copyright © 2015, p. 17
Questions?
Supply Chain Insights LLC Copyright © 2015, p. 18
Founder: Lora Cecere
• Founder of Supply Chain Insights• “LinkedIn Influencer”
• Guest blogger for Forbes
• Author of 4 books: Bricks Matter (2012), Shaman’s Journal (2014) and Supply Chain Metrics That Matter (December 2014), Shaman’s Journal (2014)
• Partner at Altimeter Group (leader in open research)• 7 years of Management Experience leading Analyst Teams at Gartner
and AMR Research• 8 years Experience in Marketing and Selling Supply Chain Software at
Descartes Systems Group and Manugistics (now JDA)• 15 Years Leading teams in Manufacturing and Distribution operations for
Clorox, Kraft/General Foods, Nestle/Dreyers Grand Ice Cream and Procter & Gamble.
Contact Information: • Email: lora.cecere@supplychaininsights.com• Blog: www.supplychainshaman.com (8,000 pageviews/month)• Forbes: http://www.forbes.com/search/?q=lora+cecere• Twitter: lcecere (6200 followers)• LinkedIn: linkedin.com/pub/lora-cecere/0/196/573 (46,000 followers)
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