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Plan and Execute Effective Retail Promotions (A4)
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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
SAP Promotion Management for Retail
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.
SAP Promotion Management for Retail
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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