Definition of a strategy for automating targeted promotions for a major retailer
Context
After redefining its promotional strategy, our customer wanted to to offer more targeted promotions in order to improve customer of customers by offering them promotions better adapted to theirs profiles and suppliers by offering them more profitable features
Objective
Identify the potential and benefits of targeted promotion
Co-construct a tool that promotes targeted promotion with one of our customer's key suppliers, to ensure that it meets suppliers' expectations.
VERTONE contribution
- Diagnosis of existing situation: identification of suppliers' needs and expectations, audit of promotional performance, mapping of customers and their promotional behavior, identification of untapped potential: over-consumption by certain people, sensitivity to promotion, reallocation from mass promotion to targeted promotion.
- Modeling and providing customers with a promotional decision-support tool to recommend each supplier:
- an amount of generosity to be allocated to targeted promotion based on its growth ambitions, its brands and the potential available on its targets
- the targeted devices that are relevant to its challenges
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