Buyer / Marketing Decision Support Solutions

IVIS Group consultants worked with a major grocery chain to develop a decision support tool for buyers and marketers to use when developing promotions. Our Customer faced a key challenge in that all promotional plans were being developed using ad hoc methods. This made it difficult to analyse the reasons for successful or poor campaigns when auditing response rates.

The resultant solutions offered a highly flexible planning tool enabling promotions to be created more quickly and results analysed to ensure continuous improvement of the process. In addition to looking at the positive impact on promoted products, the final solution also assessed any negative impact there might be for 'victim products', thereby giving a wide-ranging view of proposed promotions. Further, the new system enabled the expertise of experienced staff to be captured, hence improving the performance of junior and new members of the team.