Promotions

Optimize your promotional ROI. AMP2 provides the tools and science to optimize item selection and pricing of promotions to drive sales and footfall whilst minimising the use of the retailer’s promotional funds, utilising vendor monies wherever possible. It combines marketing instruments (loyalty, mailers, kiosk etc) with trading instruments (price, offer, ads, flyer, promo space etc) to optimize and balance everyday pricing with promotional activity, whilst guiding the supply chain on the volume changes (uplifts, cannibalisation, halo effects) necessary to support the go-to-market buying and selling plan.

AMP2’s smarter science with planning, analysis, evaluation and execution of all aspects of Promotions puts you in control – at last!

Business Rationale

Hi- Lo retailers rely heavily on their promotions to drive traffic accepting that their everyday prices may be more expensive on parts of their assortment compared to everyday low price / value retailers. This makes it essential that they offer a compelling promotional program to attract new customers and keep existing ones. The volume of sales that are promotionally driven varies widely across the retail spectrum but a range of 30% to 70% is generally recognized for hi-lo environments. With that volume of sales dependent on getting the offer right week by week and the long term credibility of the format dependent on promotions balancing competitively the everyday prices in the basket, AMP2’s ability to optimize promotional activity with non-promotional items is a huge win for retailers.

AMP2 manages all of the customer demand touch points - price, offer, loyalty, mailers, kiosks, ads, flyers, events, promotions space, labels and signage - and creates elasticity demand models that understand the interaction and collision of those elements together. The science forecasts the likely outcomes of different promotional prices with ads and displays. This allows the user to review all options to choose the best mix of ads, items, offers etc., thus create a compelling but profitable go-to-market plan. Aligning the buying and selling with each other and incorporating the vendor support ensures consistency with collaboration plans with each supplier. The combining of marketing and trading incentives and media allows AMP2 to provide a financial view of offers, ads, flyer pages and sections as well as contributing to the category P&L.

At last, with AMP2, you can have the tools to manage and control your promotional sales and profitably but not at the expense of everyday prices.

Module Capabilities

The Retail Express Promotion module offers retailers a powerful and integrated way to manage all promotional activity

• Promotion/event/media calendars
• Plan campaigns/promotions/events
• Plan ad vehicles – flyer, TV, radio, newspaper, catalog, mailers, email, kiosk, posters, signs
• Ad vehicle development – place items in spots on page/section
• Evaluate competing items for each ad spot
• Forecast sales units for each ad spot/page/section
• Support for versioning/inserts/overwraps
• Interactive offer planning dashboard
• Retailer offer/vendor deal selection evaluation
• Support for a wide range of offer types:
  • Discounts, BOGO, quantity discounts, coupon redemption
  • Smart offers - multi tier spend/meal deals/buy this get that
  • Loyalty program support – points award and redemption
    
• Multiple card types – customer segments
• Plan promotional space - in store, end aisle, gondola, wall, stock, checkout, shelf etc
• Use of EDMs to forecast sales units/revenue/profit for offers, ad, flyers, promotions and events
  

This robust model covers: category selection, coordinating and scheduling campaigns, selecting the right products to offer and accurately forecasting the expected results. It gives retailers the ability to develop, monitor and create promotions from a centralized location – with the capabilities to create and view promotions for different locations, categories, time periods and suppliers.