Retail

Strategic Promotion

Marketing and promotion costs can significantly impact a retailer’s top and bottom lines. To drive the highest possible returns, marketing and merchandising managers must be able to model scenarios, analyze, evaluate promotion success, and ensure vendor compliance to trade fund agreements. This empowers chains to optimize promotional monies and drive profitable growth.

Maximize ROI through strategic marketing and promotion

The IBM Cognos Strategic Promotion Performance Blueprint uses IBM Cognos 8 Planning and IBM Cognos 8 BI to help retailers use company and trade dollars more effectively and drive higher ROI:

• Define, plan, and model promotional campaigns including budgeting costs, margins, and expected sales lift.
• Leverage past promotion experience to allocate top-line marketing spending to banners, channel, or promotional activities.
• Adjustpromotional mix and campaigns on-the-fly based on performance and consumer responses to date.
• React quickly to new vendor-sponsored opportunities to address market trends and to counter competitive actions.
• Improve control over trade funds and accelerate reimbursements due from vendors.
• Publish reports and conduct analysis based on critical information such as promotion effectiveness and profits by region or division, projected revenue lift, and vendor compliance.
• Allocate and measure marketing spend across the company.

Learn more about the IBM Cognos Strategic Promotion Planning Performance Blueprint. Download the following:

• Strategic Promotion Planning Issue Paper
• Strategic Promotional Planning Implementation Guide
• Strategic Promotion Planning Demo

Additional Resources:

Retail Performance Management: Increase Visibility and Drive Profitable Growth

White Paper

Learn about the benefits of using Cognos performance management to gain deep business insight, improve decision-making, and succeed in the highly competitive retail marketplace.

Retail Perspectives: Maximize the Return on Customer

Article

Three perspectives on the retail industry. Learn how customer data drives more successful campaigns, why retailers need tighter integration with their supply chains, and how the IBM Cognos Financial Merchandise Planning Performance Blueprint can improve inventory planning.

Selecting the Right Retail Planning Solution

White Paper

This software selection guide provides some key factors to consider when evaluating enterprise planning solutions, and it makes the business case for Cognos as the best-in-class performance management system provider.

IBM Cognos Retail Store Development Planning Performance Blueprint

Online Demo

Learn how Cognos retail performance management solutions can help chains align corporate objectives with operating plans to operate more profitably and efficiently.

Retail Performance Management Podcast with JCB Partners

Podcast

An interview with Brad Smith of JCB partners. Includes a survey of current trends in the retail industry and how JCB and Cognos partner to provide a retail performance management solution to improve performance in merchandising, pricing, and other key areas and walks through a typical retail performance management engagement.

IBM Cognos Financial Merchandise Planning Blueprint: Align Merchandise Plans with Corporate Strategies, Customer Demands

Issue Paper

Learn how retail chains can meet sales objectives and profitability goals through a merchandise planning process that is synchronized with both finance and operations.

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