10 Steps. to Create Value with Promotions. A guide to significantly increase promotion effectiveness
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1 10 Steps to Create Value with Promotions A guide to significantly increase promotion effectiveness
2 A.T. Kearney go-to-market framework for retailers Go-to-market strategy Formats and channels Category management Promotions Pricing 10 Steps to win in Format Mangement A guide to designing the right store format 10 Steps to improve Category Profit A guide to achieving excellence in category management 10 Steps to Maximize Profits with Pricing A guide for achieving and sustaining pricing excellence Marketing and communication 2
3 Context Products sold through promotions very often represent a large share of retailers overall sales reaching up to 30 percent or more. As a result, promotion products play an important role in determining both the economic success and competitive positioning of retailers. In many cases, however, the effectiveness of promotions is not always entirely clear. Some retailers just try to follow the general market trend toward offering more and more promotions. Promotions are, in fact, frequently driven by suppliers trying to push sales of their products. Often, these measures do not result in adequate financial gains for the retailer. Only a few retailers have succeeded in leveraging the potential of promotions to serve as a source of differentiation and innovation. Developed by A.T. Kearney during projects with retailers representing various retail formats and categories, the 10 steps to create value with promotions demonstrate how to improve retailers sales and margins, and how to increase customer loyalty. Drawing from focused analyses and tailor-made strategies, the approach outlined in this presentation shows retailers how to select and negotiate the most effective promotions as well as how to enable the organization to implement this as a recurring process. Recent projects around the world have achieved category sales increases of up to 10 percent and net margin improvements ranging from 1 to 8 percent. 3
4 10 Steps to Create Value with Promotions Insights 1 Create transparency in promotion effectiveness 2 Generate customer insights on multiple levels 3 Understand the competition's promotions 4
5 Strategy 4 Define a comprehensive promotion strategy 5 Diversify and articulate promotion roles 6 Define promotion types Tactics 7 Select the most effective promotions 8 Negotiate with suppliers to optimize results 9 Control the sustained success of promotions Enabling 10 Achieve continuous improvement 5
6 We have supported leading retailers on promotion topics... Northern European grocery retailer Western European grocery retailer US movie- and game-rental retailer Project focus Client situation Large grocery retailer supplying about 1,000 stores Lack of insight into promotion profitability and lack of alignment between promotion and merchandizing strategies Project approach Conducted internal analysis (past performance, promotion levers, processes, strategy, etc.) Conducted benchmarking (assortment, price, intensity, channels, etc.) Conducted customer survey Developed promotion strategy Identified quick wins Client situation Leading European grocery retailer with large share of private-label promotions Market position suffering from entry of hard discounters Promotion effectiveness largely unknown Project approach Created full transparency on customer preferences and promotion performance Developed price-promotion strategy to strengthen market positioning Drew promotion plan selecting the most effective promotions Client was situation underperforming in private Large label movie- share and and game-rental margins. Key company improvement with 2,200 levers stores included: Lack of insight into customer New private label vision and purchasing behavior led to strategy broad-based and reactive promotions Growth program with new price fighter, mainstream and Project organic approach private label ranges Developed predictive models for: End-to-end (1) attrition, private (2) promotion label response processes and from (3) product design to cross-sell sourcing models on the basis of Setup customer and training sales data of new and psychographic private label organization information Designed new promotion program on the basis of predictive model Results Improved margin by 2% of sales Optimized promotion strategy and mix Improved planning process Improved margin by 1% of sales Aligned pricing with promotions Implemented controlling dashboard and new planning process Improved margin by 8% of sales Increased sales by 10% Reduced customer attrition by 12% Source: A.T. Kearney 26
7 ... in multiple categories Grocery Stationery Electronics Apparel DIY Fragrances Personal Care Household Sports Toys 27
8 A.T. Kearney is a global team of forward-thinking partners that delivers immediate impact and growing advantage for its clients. We are passionate problem solvers who excel in collaborating across borders to co-create and realize elegantly simple, practical, and sustainable results. Since 1926, we have been trusted advisors on the most mission-critical issues to the world s leading organizations across all major industries and service sectors. A.T. Kearney has 57 offices located in major business centers across 39 countries. For more information, permission to reprint or translate this work, and all other correspondence, please insight@atkearney.com. Authors Mirko Warschun, Partner, Munich Mirko.Warschun@atkearney.com Americas Asia Pacific Atlanta Calgary Chicago Dallas Bangkok Beijing Hong Kong Jakarta Kuala Lumpur Detroit Houston Mexico City New York Melbourne Mumbai New Delhi Seoul Shanghai San Francisco São Paulo Toronto Washington, D.C. Singapore Sydney Tokyo Geir Olsen, Partner, Oslo Geir.Olsen@atkearney.com Ola Engebretsen, Principal, Stockholm Ola.Engebretsen@atkearney.com Matthias Rucker, Principal, Munich Matthias.Rucker@atkearney.com Contributors: Andreas Liedtke Niklas Vogelpohl Europe Amsterdam Berlin Brussels Bucharest Budapest Copenhagen Düsseldorf Frankfurt Helsinki Istanbul Kiev Lisbon Ljubljana London Madrid Milan Moscow Munich Oslo Paris Prague Rome Stockholm Stuttgart Vienna Warsaw Zurich A.T. Kearney Korea LLC is a separate and independent legal entity operating under the A.T. Kearney name in Korea. 2013, A.T. Kearney, Inc. All rights reserved. Middle East and Africa Abu Dhabi Dubai Johannesburg Manama Riyadh The signature of our namesake and founder, Andrew Thomas Kearney, on the front of this document represents our pledge to live the values he instilled in our firm and uphold his commitment to ensuring essential rightness in all that we do.
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