Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Trade Promotions Management in the Digital Age

Posted on: 18 October '13

Aligning with the emerging digital ecosystem is a priority for business innovation. Trade promotions management and analytics (TPM&A) is no exception. The important question is – as decision making becomes more distributed, and demand & supply become more dynamic, how can TPM&A capabilities evolve?

In our view, the key lies in integrating these capabilities in the overall value proposition:

Going mobile
Implementing mobility solutions is not just about convenience, it is also an important driver of scalability. Gathering store level competitive intelligence, keeping track of real time consumer demand and serving the supply chain on the go are all crucial considerations. With the emergence of tablets, discussions at client locations can be made more meaningful through a rich and contextual rendering of promotions effectiveness. These capabilities include geo-spatial analysis, drill down reporting and what-if analysis – all capabilities that are difficult to achieve via traditional channels.

Thinking social
Social is not about consumer interaction and Facebook alone. As analytics and business intelligence become more comprehensive, collaboration between enterprise stakeholders has become extremely critical for quick analysis and decision making. Examples include sending what-if analysis to the field for validation, and triangulating within a local geography to validate latest insights on competitive activity. Enterprise workflows have their place, but unstructured collaboration will prove to be a differentiator in securing a competitive edge.

Leveraging Cloud Computing
The emerging digital ecosystems provide opportunities for significant business innovation. Consumer engagement and behavior monitoring are examples of matching demand and supply. Supporting and leveraging local happenings to forecast demand and take appropriate and targeted actions is another. For these innovations to be agile and effective, the cloud provides an exciting and fertile bed of data. While integrations with enterprise systems will be on the roadmap in the long term, tapping into data sources and engaging quickly to decipher trends will help in pushing TPM systems beyond obvious improvements.

Pushing the envelope
Leveraging mobile, social and cloud has the potential of pushing beyond incremental improvements in your trade promotions management and analytics program. Technology is leading business innovation today, and these capabilities provide avenues for breakthrough and trend setting improvements.