Follow us at

Promotions

Promotions are created in the TPM solution to capture the following activities: 

 

  • Retail Trade Promotion Activities 
      • Define and track trade promotion activities as they are intended to execute at retail  
      • Includes those activities that are paid for via some other mechanism (e.g.., a pre-payment or constant invoice) 
  • Projected Spending 
      • Estimate spending costs based on the terms of the promotion 
  • Customer Payments 
      • Determine the spending type and amount that a customer will receive in trade  
      • Used to simply make trade payments to customers on some agreed-upon schedule (e.g.., constant invoice, merchandising contract) – the retail activities these payments fund may be defined in other promotions  
  • Information for Demand Planning 
      • Capture volume associated with that period of time and are the source of incremental volume that will be sent back to demand planning 

Promotion Base & Incremental Volume

Baseline volume – the sales you would sell when not on promotion. The volume a promotion Incremental/Uplift Volume – additional volume that the promotion sold on top of the baseline sales.  

 

Things to note: 

    • Base Volume cannot be adjusted from the Promotion module, only Incremental Volume 
    • Demand planning users can adjust Base Volume from the Base Volume Module 

Promotion Planning Guidelines

It is very easy to just enter in a promotion, let it run and do it again next time. But this isn’t a great practice because the analytics that you get from Exceedra TPM can tell you much more information to see if this was a good promotion and if you should do it again. Here are some best practice guidelines in creating a plan: 

 

    1. Review learnings from last year and identify productive and unproductive events
    2. Begin slotting high performing events to key “anchor events” (i.e. holidays) 
    3. Continue building out plan by layering top performing events by segment 
    4. Scenario plan by adjusting price points, tactics, and promo bundles while monitoring impact on KPIs 
    5. Evaluate KPIs as part of planning to check progress against sales, profit, and budget targets 
    6. Conduct an internal review of plan against overall and segment specific goals 
    7. If the plan has been optimized then Submit plan for approval, otherwise go back to step 4

Creating a Promotion

Note: screens shown below may look different to your solution due to configuration changes. 

 

    • Choose the Promotions tab and the screen should look something like this (see below) 
    • Top half of screen is filter selection and the bottom half are the results from selection 
    • The selections on this screen are: 
      • Statuses 
      • Customers 
      • Products 
      • Dates 
  1. Click ‘New Promotion’ 
  2. You will Navigate to the following page – 

Attribute options are as follows: 

    • Mechanic, Additional Support, Display Features: Select your desired promo details from the drop down to describe the promotion 
    • Use Uplift Method: No = user will enter sell-out uplift manually as a total volume, Yes = system will calculate sell-out uplift based off of a percentage entered by the user. Volumes are entered on the volume wizard later 
    • Maintain Base: If no, the base volume of your promotion will update over time with any changes made by demand planners. If yes, the base volume of your promotion will be fixed, based on the base volume at the time it was created. Your choice will effect your promotional lift if it is entered as a percentage of base. IE select no and the % uplift entered by user will apply to any baseline changes made by demand over time and increase uplift value of promo 
    • Phase Daily/Weekly: If you know how the customer will buy in the stock over the buy-in period, you can phase the volume sold over that period for supply chain planning by days or weeks 
    • Product cannibalisation: is where, because I am promoting product A, the sales of product B will be eroded due to the promotion I am running. The cannibalisation sku matrix data will be maintained and provided by the client using an agreed format table on the server imported nightly via the overnight process. 
    • Profile: Promo SKU Phasing : This allows the user to profile how they think the promotion volume will be sold into the store / warehouse, ie 60% volume week 1, 40% volume week 2. The phasing effect is entered on the volumes wizard. 
    • Profile: Post-Promo Dip: Example of Post-promo dip: as a result of the promotion consumers may stock up on multi-vitamins and buy more to take advantage of the 3 for 1 deal. As a result of the bulk buy, I expect a dip in future sales for X amount of time. The phasing effect is entered on the volumes wizard.  

Copy Promotion

The copy feature is a useful tool to speed up the process of creating new promotions that might be similar and putting it into the future or copying a year’s plan and putting it 365 days into the future as a basis for creating next years budget. Here are the steps to do this:

Mass Promotion Status Update

Instead of going into each promotion individually and changing the status of a promotion, you can do this in bulk from the promotion list view. Here is how to do it: 

For more information or assistance, please contact [email protected]