Revenue Management to the next level How difficult can it be? Monique Bourgondiën & Erik De Vos
Promotion Pressure and Promotion Effectiveness Promo pressure: still increasing! Promo effectiveness: room to improve!
Improve your performance, how difficult can it be? I do not have There is no the time to learning curve How did my in our planning. really analyse, promo perform I only have an If I had known so I copy paste last time? internal view on the ROI performance upfront, I would not … We keep on How can I see planning the I need to Promo is the full ROI? maintain the same things always same info in What info can I overestimated multiple files share with my and generate customer? It is hard to get Volumes are obsoletes Would my a comparison planned on the promo perform between wrong products Our info is better if I promotions and in the Will my promo scattered in change some wrong weeks even bring an several files choices? uplift? Scanning I was working historic data is on different manual work info
Revenue Management: two questions! Which data and Where will your business influences to consider feel the pain when when planning promotions are poorly promotions? planned? Assignment 90 seconds Post-its & Pens Split group in 2 Get up and share your thoughts
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Let’s take a look at 2 things together Which data/influences to Where will your business consider ? feel the pain? - Weather - Customer Relationship - Competition - Time spend - Price/discount - Brand Equity - Season/Period - Visibility - ROI estimate - Stocks - Market Shares - Obsoletes - Web scraping info - Service - Promo Mechanics - Claims - Product range - Margin - Forward Buy and Dip - Profit - Historic performance data - Growth - Financial conditions - Market Shares - Logistical conditions - … - Store placement - Full Cost - ….
But TPM is not a 1 size fits all – a grasp of the choices you can make
Do not skip steps in the journey to revenue management!! TPM TPI TPO
Erik De Vos 0032 498 586 248 Erik.devos@eyeon.eu Monique Bourgondiën 0031 610 05 72 87 Monique.Bourgondiën@eyeon.nl EyeOn bv EyeOn Amsterdam EyeOn Belgium BVBA EyeOn Solutions EyeOn Forecast EyeOn Switzerland Croylaan 14 Herengracht 124-128 De Keyserlei 58-60 B19 Croylaan 14 Services Aeschenvorstadt 71 5735 PC Aarle-Rixtel 1015 BT Amsterdam B-2018 Antwerp 5735 PC Aarle-Rixtel Croylaan 14 CH-4051 Basel The Netherlands The Netherlands Belgium The Netherlands 5735 PC Aarle-Rixtel Switzerland T +31 492 38 88 50 T +31 492 38 88 50 T +32 (0)3 304 95 13 T +31 492 38 88 28 The Netherlands T +41 61 225 42 30 mail@eyeon.nl mail@eyeon.nl mail@eyeon.eu mail@eyeon.nl T +31 492 38 88 50 mail@eyeon.eu eyeon.nl eyeon.nl eyeon.eu solutions.eyeon.nl mail@forcastservices.n eyeon.eu l forecastservices.com
Different perspectives on TPM ….. Marketing Head office sales • Effective at enhancing • Trade spend visibility brand equity • Trade promotional • Drive volume versus value effectiveness & effinciency • Attract profitable • “One number” planning consumers • Brand / category alignment Retailer Supply chain • Succesful execution of • Synchronizing internal promotion sales, marketing initiatives • Good supply with demand management • Category / profitability and supply chain alignment • Reduce supply chain costs significantly Sales Finance • Reduced time in admin • Accrual accuracy • Effective promotions • Claims control • Increased stock availability • Profitability management • Sell in negotiation support & control 12
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