Optimization of the Online-Promotion Management

01.

Background

Success of online promotions is often only measured by the increase in turnover of the promotional items.

02.

Research questions

Which promotion mechanisms and brands are better suited/more suitable to activate specific online shopper segments (increase customer reach and frequency)?

03.

Approach

Extensive promotion analysis in different product groups

 

  • Shopper segmentation to identify the different types of online shoppers
  • Application of an optimized KPI set to evaluate the success of promotions
  • Identification of the effect of different promotion mechanisms (e.g. single vs. multi-buys)
04.

Result

 

  • Shopper uplift difference of up to 300%
  • Individual promotion mechanism and brand per target segment
  • Promotion budget distribution and achievement is optimized

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