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TAMPA, FL: Retailers are always looking for end-to-end promotions management solutions to efficiently plan and execute successful trade promotions. To address the complexity of the problem dunnhumby, a customer science oriented company and Aptaris, the enterprise marketing and promotions management innovator have announced their partnership. This alliance will enable retailers to make the offers seem more relevant for their customers.
Most of the promotions usually turn out to be unprofitable or unutilized. Intense competition, chaos within a system, and chasing other competitors’ promotional listings are only some of the reasons that lead to this scenario.
Optimization and analytics solutions provided by dunnhumby help retailers to comprehend and plan the impact of regular and promotional pricing. Additionally, this gives retailers an edge when it comes to making informed decisions to strengthen their brand as well as deliver value to the end-users. Aptaris, on the other hand help retailers streamline the sophisticated processes that usually form a part of managing these promotions, starting right from vendor collaboration through advertising design and billing.
“Retailers will be able to determine instantaneously if a 50 percent discount will have greater impact on their category than a buy-one-get-one promotion. The higher awareness of financial impact deeply ingrained into the retailers’ existing processes will increase promotional funding and revenue,” said Tom O’Reilly, CEO, Aptaris.
The partnership features integration of dunnhumby science into Aptaris’ solution. This would enable retailers to conduct “what-if” scenario planning in real-time and make decisions about offer mechanics and marketing tactics. Stakeholders will be able to obtain and utilize accurate forecast data to negotiate smarter deals for trade funds. Improvement in internal team collaboration, particularly between merchandisers, buyers, marketing, advertising, and finance departments is another dimension of the partnership. Most importantly, this would help retailers gain insights into true margin potential and customer response to promotions for comprehending the bottom-line impact.
“The dunnhumby philosophy is centered on helping organizations build long-term customer loyalty, and promotions play a key role in shoppers’ perception of value,” said Howard Langer, Managing Director, Price and Promotion, dunnhumby. This partnership implicates in general improved sales and margins while boosting the efficiency of the merchandising and marketing operations.
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