USE CASE — CATEGORY MANAGER
Which products respond best to promotions?
Not every product responds to promotions in the same way. Identify the most responsive products and customers to build your next promotional assortment.
Compare your products
Identify responsive targets
Refine your promotional selection
THE CHALLENGE
Your bestsellers are not always the best products to promote
A product can sell in high volumes without gaining further sales during a promotion. Conversely, a less widely distributed product may reach new buyers through a targeted offer. The challenge: identify products whose sales respond best to promotions, by customer group and depot.
Repeating an ineffective selection
Shifting sales within the range
Overlooking products responsive to the offer
Subsidizing sales you would have made anyway
Without product-level analysis, you risk:
Always promoting the same bestsellers
THE KARYONFOOD SOLUTION
Identify the products that respond best to your offers
Use the Promo module to analyze how each product responds in sell-out sales. Cross-reference volumes, depots and customer types to refine your selection. Comparisons depend on the data and reporting frequency available from your distributors.
Volumes by promoted product
Volume trend by product
Change versus a comparable period
Buying customers by product
Volumes by end-customer type
Volumes by depot and product
Selling depots by product
Sales of other products
BUSINESS DECISION
Know which products to promote and to which customers.
COMPARE
Compare sales before, during and after the offer on a like-for-like basis. Account for seasonality.
TARGET
Identify the most responsive product-customer combinations and check whether gains persist after the promotion.
SELECT
Prioritize responsive products, test potential and drop ineffective offers. Compare volumes, costs and margins.
THE BENEFITS
Build promotions suited to your products and markets
Choose the right products
Distinguish bestsellers from the products most responsive to an offer to build an evidence-based promotional selection.
Refine your target segments
Identify the customer types and depots where each product responds best, to tailor future activations.
Identify sales that would have happened anyway
Review post-promotion sales and other products in the range to identify forward buying or shifts within the range.
Share your recommendations
Give KAMs and field teams a clear selection of products and targets, backed by observed results.
They use KaryonFood
“KaryonFood is a real, concrete step forward: we finally have quantifiable data for our distributors.”
Marine Bourguignon — Senior Category Manager, Bel Foodservice
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