Personalization of Promotions in Fragmented Retail

Consumer Packaged Goods (CPG) companies have become quite skilled at tailoring their promotions for major retail chains. By utilizing huge amounts of high-quality data, promo managers can easily analyze the effectiveness of different campaigns and select the most successful promos for each account.

However, what about fragmented retail that still makes up a big chunk of sales? Using the same approach for all points of sale doesn’t usually work well, and it takes too much time and money to create personalized promotions for each one.

Promo Loop in Fragmented Retail

Most CPG organizations have some sort of “promo cycle” in place. It all starts with planning and segmentation, followed by communication, execution and analysis. These processes are bound so close together that any interruption or delay between actions could create a bottleneck for the entire cycle. For this loop to be effective it’s the essence of eliminating communication and data barriers between each business process involved.

This concept of barrier-free interaction between different business processes and functions formed the foundation of our AI-Driven EcoSystem suite of solutions. Our Ecosystem allows connecting the right digital tools and data and selected actions to create personalized promotions for fragmented retail without draining too much of resources.

Within the Ecosystem, data flows seamlessly between various solutions used by different teams within the company. This enables promotional managers to create and fine-tune promotion plans for both organized retail and specific segments of fragmented retail, all through a single PromoTool solution. Once these personalized promotional offers are ready, they are automatically sent to both the Sales team’s applications and retail partners using the most convenient methods: whether through in-person visits by sales representatives (utilizing the Sales Force Automation solution), phone calls from operators (via Telesales), or through B2B e-Commerce portals.

This approach brings several advantages, including minimizing the time and effort needed for promotion planning, optimization, and communication. It also enhances the effectiveness of promotions, elevates the overall customer experience for fragmented retail representatives, and boosts sales. Moreover, it establishes a robust foundation for implementing AI-driven tools that enhance customer segmentation, enable precise forecasting, and elevate analytics.

Don’t miss out on the opportunity to revolutionize your promotional strategies. Reach out to SoftServe Business Systems today to discover how our ecosystem approach can seamlessly align with your specific needs, providing a pathway to more effective and efficient operations in the world of retail.