Trade Promotion

Although over 60% of customers indicate that promotions drive their decision to buy, a major Nielsen study showed that 55% of trade promotion dollars fail to grow the brand and the category for both the manufacturer and the retailer

Trade Promotion Collaboration

Trading partners understand that collaboration around key processes like forecasting and promotions has become a critical aspect of their business. No longer can trading partners rely on historical trends to determine what level of product to build. According to research, retailers are likely to lose almost one-half of the intended purchases when a consumer confronts an out-of-stock situation. And, over 60% of customers indicate that promotions drive their decision to buy.
Boardwalk offers trading partners an enterprise quality, collaborative digital ledger application platform which leverages a desktop application everyone uses already - Excel - but replaces the error prone and tedious email-based exchange of data with a patented digital ledger technology designed specifically to enable a trusted and secure, cell-level collaboration between multiple users using both Excel, a browser, or mobile device.

Trading Promotion Challenges

Lack of Collaboration / Visability
Empowered consumers, mounting global competition, and a shifting marketplace means companies need to deploy secure, collaborative technology now to avoid losing sales opportunities or being driven out of the market
Product Innovation
Manufacturers need to focus on continuous product innovation to compete and yet existing technologies have yielded sluggish and extended product innovation cycles due to the inability to securely collaborate between trading partners.
Multiple Trading Partners
The lack of a flexible data environment means changes by trading partners are not easily accommodated by other partners which results in inaccurate and inconsistent product and partner information - ultimately causing inventory issues and costing everyone money
Information Availability
Reaching across firewalls and platforms and reconciling different business definitions is very hard which means brands have little or no visibility into the shared supply chain and suffer from a lack of trust and synchronization​

Boardwalk-Driven Trade Promotion

For companies up and down the CPG value chain, now is the time to take a fresh look at their planning processes including trade promotions, pricing, CPFR, commodity sourcing, and supplier collaboration. Boardwalk promotion planning is highly collaborative with a state-of-the-art analytics engine that predicts base and lift volumes with a high level of accuracy​
User Friendly Interface
Everyone's comfortable using Excel's powerful "what if" and scenario analysis capabilities-- it just does not scale. Boardwalk makes the Excel you use today enterprise capable.
Value of the Week
Account managers can quickly target the right weeks for promotions rather than simply repeating the prior year​
Rapid Financial Insights
Instantaneous calculation of financial results at a week level means increased confidence in financial targets
Scenario Planning
Adjust the number of weeks for each offer and view comparative measures for multiple scenarios to gain a better understanding of promotion effectiveness
Financial Reporting
Generates customer-facing and internal P&L reports comparing the results of weekly calendar to sandbox scenarios.
Change Management
Track changes at the cell-level across all users and account teams means better accountability across the entire business and portfolios
Trade promotion often requires many different planning measures most of which are not in your transactional system. With Boardwalk, you can quickly define the needed measures and associated logic in Excel

Benefits of using Boardwalk for Trade Promotion

Trade Efficiency Gains of 3-5%
Account teams can prescriptively plan their trade calendars across the entire portfolio to better predict volume and drive efficiency gains​
Optimized Trade Planning
Better oversight/rollup of trade planning across all accounts coupled with advanced analytics means your trade planning is optimized​​
Increased Confidence
Embedded strategic trader principles using your business language means Increased confidence in financial targets​
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