Background
A retail company operating in Estonia, where 50% of total revenue came from campaigns and 50% from regular sales, managed its pricing, shelf, and display campaign plans in Excel spreadsheets. This tool and process became a bottleneck for the company’s growth as there was no integration between the campaign plan and actual sales, returns, and costs. Consequently, the overall impact of campaigns remained unclear. Understanding performance required extensive copying and formatting of data. Reports necessary for management arrived too late, were incomplete, and it was impossible to connect returns with campaigns or understand the net profitability impact of campaigns.
Our Solution
We implemented a user-friendly environment and visuals for campaign planning:
- Simplified the campaign management process to make it intuitive and easy to understand for users.
- Integrated all key inputs so that copying, consolidating, and formatting data were no longer necessary.
- Connected the campaign plan with sales, returns, and costs into a unified data system.
Outcome
- The company gained insight into the actual net profitability impact of campaigns.
- Campaigns began to be managed and evaluated across the entire chain, leading to better decision-making.
- Monthly manual data work was reduced from 16 hours to just a few minutes.
- Campaign analysis became daily and operational.
- Inventory was optimized, and returns were reduced through more effective campaign planning.
Why is this important?
In modern business, campaigns can be a significant driver of revenue. As a leader, it is essential to see the bigger picture and understand the full impact of campaigns on company results—whether in terms of profitability, costs, cash flow, returns, write-offs, or employee time usage. By correctly integrating key data, it is possible to maintain growth and success in any economic environment.