Promotion process reinvention and implementation

Promotion process reinvention and implementation

Client Challenge

A $7.5 billion traditional retailer with 500 stores was continually modifying its ad strategy within 1 to 3 weeks of the scheduled ad break, creating significant organizational inefficiencies and under-performing promotions.

The retailer did not have the analytical or planning capabilities (both tools and organization structure) to assess past ad performance and develop a profitable prospective plan.

Radian’s Impact

In Phase I, Radian created a 4-level promotional and ad development process (annual, quarterly, period and weekly) with defined roles, responsibilities, and corresponding timelines.

Created analytics and decision support tools to support the assessment and ad development process.

Developed and implemented an end-to-end promotional planning process including Merchandising, Marketing, Advertising, Suppliers, Contract Administration, Supply Chain, and Store Operations teams.

Phase II of this engagement included Radian implementation support and subject matter expertise for promotional and ad planning effectiveness.

Results

Initial project management support including the assignment of roles, responsibilities, and process structure.

Created training materials and led the organization communication and training sessions.

Developed advanced ad evaluation modeling tools and analytics (promotion and vendor funds optimization and effectiveness).

Developed a framework for a more effective and streamlined promotional process.

Radian’s promotion process and tools generated a +3% to +5% improvement in net margin across the majority of categories.