Promotional Display Optimization™
Store-Specific, Optimised Promotional displays can generate double digit sales lift for fast moving consumer goods retailers
Promotions have proven effective in the past at attracting and retaining customers. However, consumer buying patterns vary substantially based on variables such as location and customer demographics. Most retailers simply don’t have the capacity to provide localized promotion assortments and display plans to every store, and settle for a few variations of one generic plan. As a result, execution suffers and full sales potential is not realized. Consumer purchase variables are critical when determining promotional items.
Choosing the right products to promote, and ensuring the appropriate level of inventory is stocked will make or break a promotion. Promotional plans based on store averages encourage poor promotional display execution, resulting in lost sales, inventory wastage, inconsistent fulfilment of end or obligations, and erosion of the brand.
A single store in a typical fast moving consumer goods retail chain constructs over 750 promotional displays per year. Most often, those displays are executed based on generic planogram illustrations, not specific display plans that address their individual store constraints and shopper demands. Rarely do they incorporate the right inventory levels, let alone on a store specific basis.
Galleria’s Promotional Display Optimization™ solution enables retailers to generate thousands of store specific display plans on a daily basis.
Each plan has the right capacity for each sku while maintaining a consistent, overall look. The promotional merchandise plans are designed automatically to fit the available space and fixture constraints, optimizing the space, improving availability for key SKU’s and reducing inventory for slower moving ones. This effective approach to promotion planning minimizes lost sales opportunities, increases the value of the basket shop as well as improves the shopping experience for the customer whose loyalty will be strengthened.