Aurora SellOut

Promotional Analyses

For leading FMCG & Retail companies, The ‘Promotional Analysis’ module of Impaqtr gives a comprehensible and flexible insight into your retailer promotions.

The ‘Promotional Analysis’ module of Impaqtr gives a comprehensible and flexible insight into your retailer promotions. Retailer promotions are nowadays still an important marketing tool to achieve specific business objectives like increasing penetration, stimulating loyalty from a consumer point of view, or increasing sales and profitability from a business point of view. Therefore, it is important to understand what promotional offers are creating the highest sales impact at different retailers and to perform this analysis in a coherent and continuous way.


 Objectives

  • Understand the impact of past promotions

  •  Formulate optimized future strategies and action plans supporting business targets and plans (test)

  • Allow for an effective communication with retailers which leads to a better collaboration.


Specifications

  • The ‘Promotional Analysis’ module contains a strong methodology to calculate baseline and incremental sales based on an econometric time series data technique, which results in parameters like promotional price elasticity and different promotional multipliers.

  • The statistical model considers the seasonality of the category, the trend of the brand and, if required, additional environmental parameters like the weather.

  •  Retailer sell-out data are automatically matched with retailer promotions for your own brands, but also for your most important competitors.

  • Neutral consumer prices are estimated which allows for calculating the actual depth of deal of a promotion.

  • The ‘Promotional Analysis’ module can be accessed through the ‘Aurora’ Platform. Product and Promotional mappings can be maintained by the customer through our shared One-Drive

 

Insights by Visualisation

  • Classic weekly timeline and calendar views

  • Aggregated views to compare retailers and brands.

  • Promotional segmentation views and rankings

  • Summarizing tables, …

 

Data Requirements

  • At the sales level weekly retailer selling-out volumes and prices of the SKU’s for your own and competitive brands

  • At the promotion level weekly promotional folder information*, preferably extended by display, coupon, cash-back and internal promotions

    (*) Impaqtr has a service that gathers folder promotions and links promotional pictures to each folder promotion

 

Possible Extensions

  • Promotional Profitability Module

  • Promotional Forecasting Module (in development)

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