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