Events & Promotions

Retalon’s Events & Promotions module identifies the true effect of past promotions, and empowers retailers to run successful promotions in the future. Know the best time for a promo, set optimal promotional prices, choose the most effective media types, and more.

Avoid Repeating Last Year's Mistakes

Know the effect of planned events before it starts

No Two Events Are The Same

Retalon accurately projects the effect of future events, even if it never occurred in the past

Don't Run Out of stock during Events

Automatically generate additional store shipments to support future uplift in demand

Personalized Events

Account for local demographics when planning events.

Powered by Predictive Analytics

Retalon's planning solution is powered by predictive analytics to provide accurate demand forecasts

End-to-End Integration

All Retalon solutions are fully integrated in a common predictive analytics platform.

RETAIL CHALLENGE

 

Promotions do not necessary happen at the same time each ear, they may include different product assortment or locations, the media used in advertising is changing and the markdown offered to customers may fluctuate depending on the current situation. It is clear that one can’t expect the same promotional effect either. It would be great to have answers to the following questions:

 

• What makes promotions successful?
• Is it possible to predict a promotional effect of each media type?
• What is the optimal promotional product price?
• Which products to promote in what territory and when?
• How much stock is needed to meet the incremental demand of a promotional event?

 

RETALON SOLUTION

 

RETALON EMI enables users to accurately forecast the effects of future promotions and other events. A promotional effect is accurately calculated using the price elasticity of demand approach and accounting for all influencing factors, such as price reduction, advertisement type, original price, product popularity, duration of the event, cannibalization and many other factors.

A few things to consider in order to run successful events & promotions:

 

ANALYSIS OF PAST PROMOTIONAL ACTIVITIES

The first step toward execution of a successful promotion is to measure the effect of the past promotions. Retalon Predictive Analytics allows calculating the true effect of past promotional activity, clean of for all the influences, such as the seasonality, regular sales forecast, inventory availability, assortment diversity, etc.
Retalon users get a unique ability to compare past promotions to the status quo (i.e. what would happen, if they did not run promotion) and therefor calculate the TRUE effect of these events.

 

CRAWLER

On certain occasions retail organizations do not capture some of past promotional events. In some cases, past promotions are not properly recorded in the promotional calendar. In other cases, logged promotional events are not synchronized with time periods and do not reflect proper promo assortments. Frequently, promotional settings get modified during an event, further complicating the analysis of the promotion itself. These factors significantly may reduce one’s ability to calculate the true effect of past promotions.
Retalon EMI application is the unique tool that allows recovering critical promotional statistics from regular sales and inventory data. Retalon EMI identifies many past promotions omitted from the records and restores missing promotional information.

 

REPLENISHING & ALLOCATING INVENTORY FOR PLANNED PROMOTIONS

Retalon EMI system is integrated into Replenishment system. It calculates the necessary shipment quantities to satisfy the incremental consumers’ demand as a result of planned promotional activity. The calculations account for the available and effective inventory (at the time the promotion will have place), sales forecast, replenishment frequency, desire service level, and future shipments. User can specify (through a business rule) whether to add this additional quantity to regular shipments or build inventory gradually in several shipments.

 

CO-PROMOTING

Ability to collaborate with vendors on panned promotions; provide vendors with controlled by the retailer access and visibility on product promo and baseline forecasts, sales, inventory levels as well as provide vendors with the Promo Simulation tool to estimate the effect of the upcoming promotion and be prepared to its execution.

 

‘MOVING’ HOLIDAYS AND OTHER NON-PROMOTIONAL EVENTS

Easter represents a classic example of ‘moving’ holidays, i.e. holidays that happen in different fiscal weeks every year. Other examples of such holidays would include Passover, Chinese New Year, and others. Each such holiday is an event that has its own attributes. Retalon system treats them accordingly. The incremental demand is calculated based on the same holidays in the previous years, properly adjusted, and applied to the appropriate weeks in the upcoming year. Never miss your holiday demand again. The same relates to any events, configured in the Retalon system. A good example would be a Superball that happened in the past in one city and the next year in another city.

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