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贸易促进计划:CPG拥有数据，但他们是否在使用这些数据?

Kaushal戴夫

供应链管理解决方案主管

Consumer packaged goods (CPG) and retail companies have invested heavily in technology solutions to boost their trade promotion performance, but many lack the talent or business processes to capitalize on these investments. In fact, one of the biggest challenges we hear from CPG and retail companies is: How can they leverage meaningful insights from the large amount of trade promotion data in their businesses?

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Plenty of data, but what to do with it?

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A survey conducted by Accenture found that 6 in 10 executives at CPG companies believe their technology investments have produced a wealth of data that can help improve trade promotions; however, they lack the talent needed to put the data to its most effective use and boost return on investment. Furthermore, the survey points out that:

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  • Two-thirds have switched more than one quarter of their trade promotion spending to digital channels
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  • 56 percent rated predictive analytics as being very desirable or the most desirable way to improve trade promotion efforts
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  • And 28 percent believe their trade promotion performance to be either “totally ineffective” or in need of significant improvement
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So how can you improve your company’s promotion planning? We believe a mature trade and promotion planning solution for CPG and retail companies should have the following three capabilities:

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1. Real-time collaboration and visibility

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Companies should strive to enable or increase collaboration across departments for effective promotion plans and provide visibility into how dollars are spent against strategic initiatives, customer segments, and product SKUs. Visibility across departments, activities, and channels ensures promotion spend
maximizes net sales and increases gross margins. Real-time collaboration among multiple operational teams ensures alignment across the company.

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2. Ability to measure success with insightful analytics

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The solution should be able to leverage deep analytics to measure performance of promotions against sales—ensuring the highest-performing campaigns and activities are identified while low-performing campaigns are optimized. For example, brand managers and sales planners should be able to share campaign analytics across geographies and departments to provide better insights into deal mechanics. This will maximize the return of each promotion dollar across different retail channel and activity types.

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3. Provide trade promotion planning optimization

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Plan optimization is the ability to continuously optimize promotion dollars based on real-time insights from field-level managers. A solution must scale to handle granularity of detail at the field-manager level and must update instantly across all areas of the business on-the-fly, based on information coming from those managers.

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It’s not enough to just manage your trade promotions—to get the most value you have to be able to optimize them at every level, something that wasn’t possible with the technologies of the past. Now is the time to look at a cloud-based trade and promotion planning solution that enables real-time collaboration and visibility, delivers the right insight at both a granular and global level, and allows you to continuously tune how you spend your trade dollars.

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To see how Activision uses Anaplan Trade and Promotion Planning to provide transparency of spend across all their key dimensions, read the case study.

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For more information on Anaplan’s Trade and Promotion Planning app visit: https://apphub.anaplan.com/trade-and-promotion-app.html

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包装消费品(CPG)和零售公司在技术解决方案上投入了大量资金，以提高其贸易促进绩效，但许多公司缺乏人才或业务流程来利用这些投资。事实上，我们从CPG和零售公司那里听到的最大挑战之一是:他们如何从大量的贸易促进数据中获得有意义的见解?

大量的数据，但如何处理呢?

埃森哲进行的一项调查研究发现，每10家CPG公司的高管中就有6家认为，他们的技术投资产生了丰富的数据，可以帮助改善贸易促销;然而，他们缺乏最有效地利用数据和提高投资回报所需的人才。此外，调查指出:

  • 三分之二的企业已将逾四分之一的贸易促进支出转向数字渠道
  • 56%的人认为预测分析是改善贸易促进工作的非常理想或最理想的方式
  • 28%的人认为他们的贸易促进表现要么“完全无效”，要么需要显著改善

那么如何才能提高公司的推广计划？我们认为一个成熟的针对CPG和零售公司的贸易和促销策划解决方案应该具备以下三个能力:

1.实时协作和可见性

公司应该努力实现或增加部门之间的协作，以实现有效的促销计划，并提供对资金如何用于战略计划、客户细分和产品sku的可见性。跨部门、活动和渠道的可见性确保促销支出
最大化净销售额并增加毛利率。多个运营团队之间的实时协作确保了整个公司的一致性。

2.用深刻的分析来衡量成功的能力

该解决方案应该能够利用深度分析来衡量促销与销售的表现——确保在优化表现不佳的活动的同时，识别出表现最好的活动。例如，品牌经理和销售计划人员应该能够跨地域和跨部门分享活动分析，以便更好地了解交易机制。这将在不同的零售渠道和活动类型中最大化每一美元的促销回报。

3.提供贸易促进计划优化

计划优化是基于现场管理人员的实时洞察，持续优化推广费用的能力。解决方案必须扩展到处理现场经理级别的细节粒度，并且必须基于来自这些经理的信息，在业务的所有领域中即时更新。

仅仅管理你的贸易推广是不够的——为了获得最大的价值，你必须能够在每个层面上优化它们，这是过去的技术所不可能做到的。现在是时候考虑基于云的贸易和促销计划解决方案了，它可以实现实时协作和可见性，在粒度和全球层面上提供正确的见解，并允许您不断调整您的贸易支出方式。

要了解动视如何使用anplan贸易和促销计划来提供所有关键维度的支出透明度，请阅读案例研究．

如欲了解更多有关anplan贸易及推广计划应用程式的资料，请浏览:https://apphub.anaplan.com/trade-and-promotion-app.html