The client is the largest retail and distribution giant in GCC. Being a retail giant, the client focuses on running several in-store promotion campaigns to drive sales. They identified the need for developing a generalized reporting framework to evaluate all in-store promotion effectiveness.
Following approaches were done to evaluate the in-store promotion effectiveness:
TurnB mapped all previous in-store promotions carried outand the objective for each promotion were understood.
Identified all factors, which influenced the success of in-store campaigns.
Explored and learned all available data elements related to factors.
Developed metrics to evaluate the degree to which each factor is impacted by in-store campaigns.
Designed a view that encapsulates all metrics to evaluate promotion effectiveness.
Designed solution helped to evaluate the effectiveness of multiple in-store promotions.
Analysis also gave insights to the promotions that were ineffective due to various reasons such as cannibalizations, reduced footfall, etc. and helped to take corrective measures.
