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Campaign Automation (Using Key Sales Drivers (Interaction between key…
Campaign Automation
Using Key Sales Drivers
Front Cover/Back Cover
Micro Encapsulation
Pageweight
How does this differ by category/segment/form
Interaction between key sales drivers
Covers v Promo depth
pageweight v price
Role of Images
Flow
Product Flow
What should be always on
What benefits from breaks
Forwards/Backwards Cannibalisation
How do promotions this campaign impact the next says
How does a promotion the next campaign impact the current
Price and promotion
What are we optimising for?
By Campaign
Sales
Discount
Activity
By Quarter/Year
Sales
Discount
Retention
Campaign analytics
Supermarket Layout
Key Promo Areas to drive sales
Front of Store
End of Isle
Eye Height on Shelf
Flow
What categories go next to each other
Dried Pasta
Pasta Source
How category order creates impression
Fresh Produce when you walk in to imply quality
Toilet Roll and cleaning supplies at the back of the store
Change the layout by season to remain relevant
e.g. Produce winter/summer
But keeping some consistency so people dont get lost
Reduce Clutter
How to make promotions stand out
Visual Clues
Automating 80-90% of campaign
Front cover
Category
Not specific product
Trends
Put the Rep and customer into the campaign planning process
