Plan and Execute Effective Retail Promotions (A4)

7/29/2019 Plan and Execute Effective Retail Promotions (A4)

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SAP Sli BifSAP for Retail

SAP Promotion Management for Retail

Plan and Execute Efective Retail Promotions

Bsiss Calls

Maximize protability and incremental

sales

Find the right mix of promoted and

nonpromoted items at the category

and basket level

Ensure that the right amount of inven-

tory is in place

Speak to individual customers directly

Demonstrate an understanding of cus-

tomer wants and needs

K Fas Isifl aalics Implement a

comprehensive promotional strategy

and improve nancial performance

through predictive analytics

Automated workow Facilitate col-

laboration among all promotion

stakeholders

Csm-cic pmis

Direct promotions to specic geo-

graphic and demographic markets

Daabas f pdc ifmai ad

oers Plug information into an elec-tronic merchandising layout linked to

your desktop publishing program

Business Benets

Greater promotional eectiveness by

creating more protable and timely

promotions

Enhanced eciency by providing

tools to generate targeted promotions

for all your sales channels

Improved productivity by supporting

better collaboration among marketing,

merchandising, and advertising

stakeholders

Icasd accac i pdc- ad

store-level forecasts by automatingand improving the forecasting process

Lw pmial css by reducing

the time required to produce adver-

tisements and minimizing the number

of proofs

F M Ifmai

Call your SAP representative, or visit

www.sap.com/retail.

Smma

The SAP Promotion Management for

Retail application oers complete sup-

port for planning promotions, forecasting

their performance, and creating a

closed-loop promotions process by inte-

grating with execution systems. Model-

ing and analysis functionality lets you

assess individual oers as well as larger

promotions. The software can help you

make personal appeals to customers

through multiple sales channels, improve

service levels, and work eectively withyour supply chain partners.

Quick Facts
http://www.sap.com/industries/retail/index.epxhttp://www.sap.com/industries/retail/index.epx


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BuILDIng A SoLID ProMotIonAL

InFrAStruCture

Eective retail promotions maximize prof-

itability and incremental sales. This re-

quires accurate forecasting that helps re-

tailers nd the right mix of promoted and

nonpromoted items at both the merchan-

dise category and shopping basket levels.

It also requires careful control of the sup-

ply chain to ensure that the right amount

of inventory is in place. Increasingly, retail-

ers must also nd ways to speak directly

to individual customers and convey an

understanding of their wants and needs.

Achieving these objectives can be chal-

lenging without a centralized platform for

collaboratively planning and tracking pro-

motional activities. Many retailers also

lack the analytics for accurately predict-

ing promotional demand and its eect on

sales and prots. This can result in lost

sales, poor protability, disappointing ser-

vice levels, and excess inventory.

At the same time, retailers must link

their promotional planning with other

marketing activities that may be happen-

ing concurrently such as a mass cou-

pon mailing that oers a discount o a to-

tal basket purchase. Many merchants will

testify to the impact that a simultaneous

marketing campaign may have on the

protability of individual merchandise

categories.

The SAP Promotion Management for

Retail application provides comprehen-

sive support for planning your promo-

tions, forecasting their performance, and

integrating with SAP BusinessObjects

business intelligence solutions to analyze

promotional results. It supports promo-

tional event planning that includes

merchandising-based advertising layouts.

Modeling and analysis functionality lets

you assess individual oers as well as

larger promotions.

ASSeSSIng PotentIAL FInAnCIAL

IMPACt

To know whether your promotion is eec-

tive, you must rst set specic nancial

expectations. SAP Promotion Manage-

ment for Retail provides a comprehensive

set of tools for nancial analysis and fore-

casting. These tools minimize manual

data-gathering and analytical tasks that

require signicant resources and time.

They help you assess the nancial impactof your promotional decisions accurately

and objectively and make whatever ad-

justments you may need to meet your

performance goals. By helping you make

better promotional decisions, they can

signicantly increase the protability of

your promotions.

Proven demand-based forecasting

models predict how individual promotion-

al oers will perform. These models can

reveal shopper preferences by location to

understand future demand and predict

the nancial impact of variations in time

of year, price, and promotional tactics.

They can also weigh the eects of simul-

taneously promoting other items.

Aggregated nancial summaries at

the product, group, advertising page,

and event level provide visibility into

projected nancial results. This helps en-

sure that your promotions deliver the

performance you expect. After you

The SAP Promotion Management for Retail application

provides comprehensive support for planning your pro-

motions, forecasting their performance, and creating

a closed-loop promotions process by integrating with

execution systems.

Todays retail organizations can improve success by rolling out

eective promotions that grow market share. These can range

from traditional circulars or print media to real-time, highly per-

sonalized campaigns directed to shoppers smartphones. The

SAP Promotion Management for Retail application improves

the entire promotions process. It can help you make personal

appeals to customers through multiple sales channels, improve

service levels, and collaborate with your supply chain partners.


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execute a promotion, you can also use

SAP BusinessObjects Dashboards soft-

ware to measure performance against

your forecast and nancial goals.

enhAnCIng the ProMotIonAL

PLAnnIng ProCeSS

Eective promotions require careful plan-

ning. SAP Promotion Management for Re-

tail supports a wide range of promotional

planning activities. It can help you e-ciently plan and manage concurrent pro-

motions in multiple regions, pricing terri-

tories, and languages.

The software includes complete sup-

port for consumer-centric promotions

based on dierent advertising page

counts, themes, and languages. This

makes it easier to direct promotions to

specic geographic and demographic

markets.

AutoMAtIng WorKFLoW to

FACILItAte CoLLABorAtIon


helps you automate the workow be-

tween your advertising and merchandis-

ing departments and lets stakeholders

communicate and collaborate in real time.

You can assign and approve tasks elec-

tronically and continuously monitor their

progress. Multiple merchandisers can

work on the same promotion simultane-

ously without interfering with each other.

IMProvIng ProDuCtIvIty AnD

DeCISIon MAKIng

Merchandising groups typically spend an

enormous amount of time on the tactical

issues related to creating promotional ad-

vertising collateral. SAP Promotion Man-

agement for Retail reduces this eort by

automating and integrating tactical tasks

and supporting the promotional decision-

making process with forecasting and ana-

lytical tools. The software also helps you

establish and maintain a database of

product information and oers.

You can plug information from this

database into an electronic merchandis-

ing layout that is linked to your desktop

publishing program to create promotional

collateral. This eliminates the complexity

of using multiple spreadsheets that can-

not be integrated. It also eliminates mis-

takes due to duplication of information,

reduces production lead times, and mini-

mizes the cost and time involved in proof-ing collateral.

exeCutIng ProMotIonS

Through tight integration with

QuarkXPress or Adobe InDesign desktop

publishing software, SAP Promotion

Management for Retail provides direct,

dynamic links from the merchandising

layouts to desktop publishing functions.

This lets you build and update pages

automatically within your advertising

department or at an external agency.

The software enables full electronic

proong of advertisements before export-

ing them to your desktop publisher. This

reduces the errors that often occur and

saves costs in rework and communica-

tion. Because the software is modular, it

can be deployed alone or integrated into

other SAP for Retail solutions to suit your

particular business needs.

BottoM-LIne SAvIngS AnD toP-LIne

groWth

With SAP Promotion Management for Re-

tail, everything is handled via a single inte-

grated application that helps you produce

eective promotions more quickly and

more protably. By minimizing tactical

tasks, the application frees you to focus

on strategic initiatives that deliver

bottom-line benets to your organization.


helps you create more eective promo-

tions by injecting an understanding of

shopper demand into the process. It lets

you dene and execute promotions more

eciently by facilitating collaboration be-

tween your advertising and merchandis-

ing departments.

In addition, SAP Promotion Manage-

ment for Retail oers the following

benets:

Greater promotional eectiveness

that enables the creation of protable,

timely, and targeted promotions

Enhanced eciency by providing thetools to generate more eective and

protable targeted promotions within

each of your selling channels

Improved productivity by supporting

better collaboration among marketing,

merchandising, and advertising execu-

tion groups; streamlining promotions

through fewer cycles; and using re-

sources more eciently

Icasd accac i pdc- ad

store-level forecasts to help you un-

derstand the nancial performance of

each promotional event before making

nal decisions

Lw pmial css by reducing

the time required to produce advertise-

ments and minimizing the number of

proofs needed to print and review

the SAP ADvAntAge

SAP Promotion Management for Retail is

just one of many valuable oerings avail-

able in the SAP for Retail solution portfo-

lio. Because the oerings are modular instructure, you can deploy them according

to your business priorities. Preloaded

templates let you use and adapt some

functions immediately to drive company-

wide best practices.

A global team of experts facilitates im-

plementation, knowledge transfer, and

user training on all portfolio solutions.

Ongoing SAP research and development

helps ensure that our retail solutions con-

tinually improve in response to customer

requests and retail trends.


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F M Ifmai

To nd out more about SAP for Retail so-

lutions and learn how your organization

can streamline its promotions process

with SAP Promotion Management for

Retail, call your SAP representative today

or visit www.sap.com/retail.

50 104 884 (11/04) 2011 SAP AG. All rights reserved.

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Plan and Execute Effective Retail Promotions (A4)