2017 Promotion Optimization Institute TPx Vendor Panorama (Fall 2017)

Distinction: POI Best-in-Class for HQ Analytics/Insight

Analytics: DV analytics extend well beyond the scope of this report into macro insights, shopper loyalty dynamics, assortment optimization, space management, strategic pricing planning, new product evaluation, and supply chain analytics. In summary, the ability to pursue the right promotional strategies. On the planning side this means promotion decomposition at the event level, understanding of brand and package switching, and calculation of pricing opportunities. The latter shows graphically which products to promote.

DV’s expertise in post event analytics stems from its work with global retailers on POS/Scan/loyalty card analytics. It is arguably one of the most powerful analytical tools on the market. They can then be planned and monitored at the banner level. One ongoing engagement for a very large beverage company and a pair of very large retailers involves monitoring on-shelf availability with full root cause analysis by store every day by 10 AM. This has also extended into the ability to support promotions by predicting when a specific SKU will run out of inventory at a specific store 3-4 days in advance.

It is arguably one of the most powerful analytical tools on the market. In particular, the new Analytics Dashboard is an outstanding way of looking at the total business and pulls together many disparate elements from the previous version. We also liked the new landing page because it combines KPIs, narrative, and links. Overall, we rate it as Above Average.

Key differentiators: The depth of the analytics and experience seeing things from the retailer side of loyalty card and shopper analytics. It is a really strong synergy and few competitors can do things like manage 1.2 million SKUs for a Japanese retailer for better merchandising, shelving, and pricing locally, let alone from halfway around the world. In particular, where we see depth on the TPx side is in volume decomposition, whether at the plan or individual level. Also, as it relates to monitoring and predicting out of stocks, which should be a part of any TPM approach. Thus, it is the insight on overall strategy development, details on how to execute a better promotion, and ability to monitor the execution remotely that differentiate DV.

Source: https://poinstitute.com/wp-content/uploads/2017/10/POITPxVendorPanorama2017.pdf