ibs Promotions
OPTIMAL EVENT CREATING AND MONITORING SOLUTION
![]() For each promotional event, the Marketing department and Purchase department work closely during all the steps of this process. |
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The Marketing will then work on every angles of a product to satisfy the objectives (find the right price and right price discount to meet the sales and margin objectives), the providers (find the right quantity to get some discounts), the stores (find the right products with all characteristics that will push the store to order) and finally the customers (find the right products, right prices, define the right information that will push the clients to buy).
PROMOTIONAL EVENT MANAGEMENT
Historical Analysis
As it was done for the Plan, it is necessary to analyse the history of a promotional event and its results. This step enables to identify the best promotional event in terms of sales, margin and best products sold.
ibs Promotions can provide various reports dedicated to each specific need of the different internal actors of the retailers
- Past Promotional Event Analysis
- Events performance (by theme, products, discount type, period, by supporting media)
- Margin and Sales Events analysis
- Return on Investment
- Item analysis (Halo and cannibalization effect, Pantry Loading Effect, Tops and Flops, Discount impact)
- Competitors Analysis
- Sales and promotional strategies analysis
- Theme of the event
- Frequency of the created events
- Period of each event
- Calendar events analysis (ex: auto racing, Back to school, Mother day)
- Items Analysis
- Promotional offers types (BOGO, Simple )
- Promotional implementation in stores
- Media Analysis
- Choice of the mediac supports
- Period of each media
- Flyer Analysis if printed media
- Format (version)
- Number of pages
- Pages allocations (items)
- Sales and promotional strategies analysis
Event and Supporting Media Definition
![]() The Marketing team will then work on each promotional event specifically. ibs Promotions provides
to each team involved in the promotional event process the information defined
at the level of the plan. Indeed, the Marketing Team receives the objectives
and budget for the promotional event from the Finance department. |
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The Marketing Team also visualizes the different supporting media for each promotional event: Flyer, Radio / TV Spot, Mailing (paper, email, SMS), billboard campaign (Kakemono), catalogue (to inform massively)
“IBS PROMOTIONS MANAGES DIFFERENT MEDIA TYPES, ACCORDING TO YOUR NEEDS ”
Promotional Event Strategy
Once the Event is created, the Marketing team defines deeper information:
- Theme of the promotional Event
- Targeted customers
- Product hierarchy
- Products and Unit Needs (product which is not yet existing in the referential of the retailer but that is needed and may be defined by a small or very detailed description)
- Type of discount applied
ibs Promotions is able to support all these kind of information and they can be used to update every team of the promotion, establish constraints in the system to users with a limited access to some part of the promotion and generate reports based on various criteria.
Supporting Media Strategy
Once the Media is determined, the Marketing team focuses on deeper details and defines different information::
- For the Printed Media as Flyer
- Version of Flyer are defined and can be stored
- Pages are allocated to dedicated team (Purchasing Team will receive a certain number of pages and could only allocate products on these pages)
- For non printed media
- Duration and date of the spot
TEAM ORGANISATION
![]() Definition of deadlines |
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The deadlines may determine for example: when the product selection must be done, the product pricing should be determined and, when the information should be sent to the Ad Agency to build. Moreover, each deadline can be defined by level of product hierarchy. For example, for new technology items (ex: iphone), lead-time is very short, the Team responsible for this kind of products won't have the same deadlines as team in charge of standard product (ex: tea). Research of products and product allocation will be the nearest from the promotion event start date for an "iPhone" whereas a product like the tea can be managed before (as not submitted to the market innovation).
“ABILITY TO DEFINE TASKS AND ACTORS, BASED ON RETRO-PLANNING TEMPLATE, IN ORDER TO GENERATE ALERTS.”
Workflow and Reporting
ibs Promotions is supported by the Workflow and the Reporting modules. The different actors
involved in the event creation, including Marketing and Buyers, will be alerted
in real time of the different tasks they have to perform. (ex: the Marketing
can receive every week by workflow a report on the progress of allocated spaces
for a flyer). ibs Promotions will contribute to improve the
communication of different actors and the information sharing to
everyone.
Validation
Cycle
ibs Promotions process
is supported by a validation cycle. This is configurable through ibs
System and can be adopted by any organization, department and users.
It can be used by example for the validation of the product (between the
Marketing department and the Purchase department) or the price.
![]() Management of Late
Change |
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Reporting
“ANALYSIS AND ADVANCED REPORTS FOR A BETTER PLANNING”
The reports of ibs Promotions will enable the user to:
- Analyse past Promotional Event
- Follow current Promotional Event
- Build future Promotional Event
Marketing and top executives get some help for the decision-making and the activity piloting, thanks to various Promotion follow up, performance reports and gap analysis. Some KPIs and indicators reports are available to monitor:
- The Promotional Budget
- The Media Expenses: Supplier Cooperation, Distributor contribution
- Tthe Promotional Event results (financial performance, margins, sales )
- The synthesis of products remaining to be allocated on the flyer
- The non-compliance with milestones of the promotional event