USE CASE — KEY ACCOUNT MANAGER
Did my promotional plan actually work?
Your promotion has ended. What changed in sales to end customers? Measure results by depot and product, identify the most responsive targets and prepare the next plan with your distributor.
Measure actual sales
Identify responsive customer groups
Improve your next campaigns
THE CHALLENGE
A spike in orders is not enough to validate a promotion
You negotiated an offer, mobilized teams and committed a budget. But distributor orders do not show what end customers actually bought. The challenge: understand where the promotion supported sales, for which products and among which targets.
Negotiating the next plan without a shared review
Overestimating a temporary sales spike
Missing the most responsive depots
Repeating an ineffective offer
Without a sell-out review of promotions, you risk:
Mistaking inventory build-up for customer sales
THE KARYONFOOD SOLUTION
Turn promotional reviews into next steps
KaryonFood’s Promo module helps track campaign results in sell-out sales. Identify the products, depots and customer types that responded best to the offer. Compare periods according to the granularity and data available from distributors.
Volumes of promoted products
Monthly volume trend
Number of selling depots
Change versus a comparable period
Number of buying customers
Sales by end-customer type
Volumes sold by depot
Sales of other products
BUSINESS DECISION
Know which campaigns to repeat, adjust or stop.
MEASURE
Compare volumes before, during and after the offer on a like-for-like basis. Factor in seasonality and product availability.
UNDERSTAND
Identify depots and customers that responded to the offer. Check whether gains persist and whether other products decline over the same period.
ADJUST
Share the review with the distributor. Agree on priority products, targets and periods, then set objectives for the next campaign.
THE BENEFITS
Use each promotion to improve the next
Assess actual sales
Connect your plan to observed sales out of depots. Get a concrete review to share with the buyer and your teams.
Identify the right targets
Identify the most responsive depots and customer types to focus future activations on relevant targets.
Refine your investments
Base your decisions on observed results. Compare these findings with your costs and margins to assess the campaign’s profitability.
Negotiate the next plan
Work with the distributor to build an offer informed by results: assortment, timing, target segments and shared sales targets.
They use KaryonFood
“For a promotion run in March, by early April we know whether the distributor performed well with the offer we proposed.”
Jimmy Ranson — National Key Account Manager, Vandemoortele
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