27:26
The Off Premise Liquor Industry’s Ongoing Love Affair with Promotions
-
Video
-
Audio
-
Table of contents
-
Video
-
Audio
- Description
- Discussion
About the talk
Keyrings. Stubby holders. Bar fridges. Glassware. Brands and Off Premise retailers spend a fortune on these and other types of merchandise as promotional prizes and giveaways. How should brands be looking at the role of price discounts and promotions across both offline and online stores and platforms?
How do you measure the ROI of promotions easily and automatically? Could the dollars be better spent on other types of promotions? How do you know if the support you’re providing both in-store and out-of-store underneath new product launches is hitting the mark? In other words, how do you improve the effectiveness of promotions?
By systemising trade promotion management and optimisation (‘TPM/O’) to continuously track whether promotions are working or not working. The TPM/O system provides visibility. Visibility of P&Ls, customers, brands, and promotions. Visibility of ROI, to enable you to see which promotions have a negative or positive ROI to adjust your promotions strategy. Say, switching keyrings or glassware to another form of giveaway, or to reduce the number of giveaway style promotions and channel the funds into other types of mechanics based on your promotional objectives. TPM can also prove or disprove the effectiveness of your promotional strategy itself. Visibility of which promotions perform to a minimum ROI standard, i.e. 20%. Visibility of trading terms and any SKU’s cannibalised by the promotion. Visibility of which promotions benefit the brand and which benefit the retailer, based on inputs around messaging and attributes such as support spend on catalogue and above the line media.
00:00 Intro
01:35 Trends that had been impacting the industry
03:00 Industry Challenges – Promotions
04:52 About prices
05:31 Impact of Pandemic
08:27 One-size-fits-all no longer applies
09:29 Promotion strategy
11:11 Planning
13:45 Examples
17:53 What we think good looks like
20:20 Case Study 1
21:30 Case study 2
22:24 Getter better predictability
24:24 Summary
About speaker
Senior FMCG business leader with over 25 years’ experience in shopper and category strategy development, omni-channel & customer leadership, revenue and trade spend management, orqanisational performance and capability building working within liquor, grocery healthcare, consumer electronics, and retail sectors.
View the profileBuy this talk
Access to all replays
Interested in topic “Food and Beverage, FoodTech”?
You might be interested in videos from this event
Similar talks
Buy this video
Conference Cast
With ConferenceCast.tv, you get access to our library of the world's best conference talks.
