High visit frequency, diverse customer segments and thousands of SKUs require coherent marketing strategy that communicates superior value proposition to the customers on weekly basis. Recognising which products and product categories bring in the most profitable customers, what are the weekdays with the highest ROMI and how brand marketing affects long-term sales makes grocery retailers’ marketing activities more effective and agile.
Media items are the biggest performance driver in media ROI. Sellforte’s AI finds the best promotions and marketing messages for each channel, helping retailers to tailor their promotion assortment for different audiences.
Campaign performance varies from time to time. Finding out the best days for media investments improves the marketing ROI substantially and avoids to waste resources on inefficient campaigns.
Brand perception affects customer’s pre- and post-purchase evaluations in major way. Brand campaigns shape the consumers’ perception of the company’s product variety, prices and brand image that can be measured as long-term like-for-like growth.
Star promotions. Looking at each promotion’s sales metrics during the campaign provides only a partial picture of the total promotion effectiveness. Especially in the grocery sector, retailers need to take into account how different discounts affect the normal-priced products’ sales performance within the same and across other product categories, during and after the campaign, to uncover what are the most profitable items in each campaign. Sellforte Marketing ROI -solution shows:
Daily marketing performance & seasonalities. One of the leading factors in marketing effectiveness is the timing each campaign is rolled out. To reach the full sales potential, campaigns need to be synced with customers’ buying patterns by analyzing traffic and basket size impact during different campaign days. Additionally, specific seasons deliver multiple times higher ROMI compared to ordinary weeks, providing substantial sales levers for marketing investments. By attributing sales and margin uplifts for each channel on daily level, retailers can determine what are the best weekdays for e.g. weekly promotions, LC-campaigns or mega-campaigns for their respective media plan. Sellforte’s UI helps grocery retailers to:
Brand marketing. Customers’ perceptions about the retailer’s prices, assortment variety and the brand itself influence both the conscious and subconscious triggers in the consumers’ decision making process. Calculating the concrete impact for the branding campaigns requires advanced cleaning algorithms to exclude the tactical activities and external factors (such as weather, store openings/closings and macroeconomic changes), but it provides profound insights about consumers’ preferences. By combining qualitative data (e.g. surveys and interviews) with Sellforte’s long-term sales and margin metrics grocery retailers can:
Product group manager