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Retail life cycle management—developed a promotional system for increasing effectiveness

Retail life cycle management—developed a promotional system for increasing effectiveness

Customer
A consumer-owned business with businesses spanning from food to finance, farms to funerals, it employs 70,000 people in the U.K. and has sales of over £7.7 billion.

The Challenge
The customer was facing the following business problems:

  • Promotions ignoring demographic and locations leads to lower promotional effectiveness
  • Rigidity in promotional period definition
  • No predictable approach for promotion selection and forecasting.
  • Underutilization of promotions leading to in-effective consumer response and additional cost overhead.
  • Rigid pricing structure across regions leads to failure in the local market competition.

HCL’s Solution
Sales Filters—Introduction of sales filter criterion to exclude typical demand due to non-availability, strong promotional activity, etc.

  • Store specific promotional plan and store briefs to include demographics, local market response and consumer behavior perspective.
  • Mid week promotion approach to add flexibility in promotional periods.
  • Promotional effectiveness forecasting based on historical performance supported by statistical model.
  • Restructuring of the store clusters to include flexible pricing at store and product group combination.

Value Delivered

  • Annual benefit of £22,000,000 over a period of five years.
  • Target-based promotional campaign.
  • Increased promotional effectiveness across all demographics and consumers.
  • Business process complaint with the vision of near future ERP implementation.

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