Build the yearly promotional plan
A leading food retailer needed a tool to build its yearly promotional plan according to the promotional guidelines and business targets.
Memory has implemented a pragmatic and collaborative tool to identify the best promotional offers for each week and to check that the related performance forecast matches the business targets. The solution provided a consolidated view of the promotional plan brief to ensure that the whole team works on the same basis.
Memory’s solution enabled to save 75% of the time dedicated to the detailed design of the yearly promotional plan. It also led to a more reliable operational process.
This was achieved in 3 steps:
- Memory's retail experts worked with the retailer to formalize the brief for the yearly promotional plan: sales targets per category x leaflet, share of private labels, negotiated supplier budgets and integration of specific themes or event
- Based on the promotion performance over the last 2 years, the Memory data team then built a first yearly promotional plan, pre-filling leaflets in compliance with the brief and allocating promotional offers in a way that maximizes sales. The solution displays the turnover impact at store level and at brand level for each promotional offer as well as the compliance with all the components of the brief: promotional mechanisms, private label share, promotional themes…
- On the Memory platform, category managers and buyers were then able to adjust the plan via a collaborative tool connected to the retailer operational promotional tools.