肯普斯尝到了更顺畅、更丰富的贸易促销

Don’t let the laid-back image of cows in green pastures fool you: The dairy business is fiercely competitive. To encourage consumers to choose its milk, ice cream, and other products, Minnesota-based Kemps—with 1,300 employees and $800 million in annual revenue—spends tens of millions every year on trade promotions. As Kemps’ Director of Trade Marketing, Tom Whittier’s job is to make sure those dollars deliver maximum value for Kemps and the retailers who serve consumers throughout the Upper Midwest.

\r\n

For more than 17 years, trade promotion management (TPM) at Kemps relied on manual processes and rigid, proprietary, and increasingly crash-prone software. When support for that software ended in late 2017, Whittier’s team sought a new and better system. They invited Anaplan to show how a Connected Planning platform might support TPM, and the Anaplan team spent an evening building a working model of the solution that Kemps wanted.

\r\n

“We all said, ‘Holy cow, you made this overnight?’” Whittier recalls. “Normally we’d expect it to take weeks if not months to create a system like this.” They were sold, and Anaplan’s rapid development facility was borne out when Kemps’ production environment went live in 14 weeks—three weeks ahead of schedule.

\r\n

The Anaplan-based TPM solution streamlines the old software’s 10+ interfaces into three: A promotion dashboard where data is entered, a deduction dashboard where promotions are reconciled (by dimensions including SKU, seller, and activity); and a spend report that shows promotional spending, trade promotion accruals, and return on promotions.

\r\n

The spend report has transformed the way Whittier and his team approach their work. Using live and historical data in Anaplan, they analyze promotions in near-real time and test mixes of promotional activities that optimize both sales volume and net selling price. The company’s previous method for measuring ROI was manually driven; they exported data, altered it, created graphs and charts, and then reviewed the information. With Anaplan, those capabilities are built into the system and completely integrated. “Anaplan gives us immediate insight into how trade promotions perform,” Whittier says, “so we can optimize for efficiency and ROI.”

\r\n

The ability to analyze data, test scenarios, and optimize performance in a single user interface has transformed Whittier’s relationship with the Kemps sales team. In collaborative monthly meetings, they comb through data together—evaluating promotions for key accounts, finding ways to maximize ROI, and closing the gap between spending and accruals. “We couldn’t do that with our old tool,” Whittier says.

\r\n

Kemps also shares Anaplan-generated insights with its retail channel, showing them which activities deliver desired results and backing up recommendations with data. Kemps’ retail partners are looking for help in determining optimal promotional plans and frequency, Whittier explains, and the ability to provide them with results within a week of a promotion is important. “Retailers always want to know about their gross margin dollars, and with Anaplan, we can provide that information,” Whittier says. “We discuss what’s best for them and us together, and we believe that gives Kemps a competitive advantage.”

\r\n

The open Anaplan platform has also improved information-sharing from retailers back to Kemps. Under the old system, results were faxed and entered manually; with Anaplan, retailers can provide results in CSV files that Kemps can import with a click.

\r\n

Kemps chose Anaplan for its rapid time to value, user-friendliness, and the time savings it unlocked. “Anaplan is much easier to use than our old system,” says Project Manager Jessica Thibodeau. “We spend less time allocating deductions, and more time analyzing the data. It’s changing the mindset of how Kemps can work.” She notes that Anaplan’s auditability and built-in checks and balances ensure data accuracy, and the Anaplan user experience is inviting to other teams because it is “modern, sleek, and appealing to business leaders.”

\r\n

“We’re always looking to expand use of tools like Anaplan that can deliver better value to Kemps, our retail channel, and ultimately our customers,” Whittier says.

\r\n"}}" id="text-d0c198a318" class="cmp-text">

不要让绿色牧场上悠闲的奶牛形象欺骗了你:乳制品行业竞争非常激烈。为了鼓励消费者选择其牛奶、冰淇淋和其他产品，总部位于明尼苏达州的肯普斯(kemps)每年花费数千万美元进行贸易促销。肯普斯拥有1300名员工，年收入达8亿美元。作为肯普斯的贸易营销总监，汤姆·惠蒂尔的工作是确保这些美元为肯普斯和为整个中西部地区的消费者服务的零售商带来最大价值。

在超过17年的时间里，Kemps的贸易促进管理(TPM)依赖于手工流程和严格的、专有的、越来越容易崩溃的软件。当对该软件的支持在2017年底结束时，惠蒂尔的团队寻求一种新的更好的系统。他们邀请anplan展示一个Connected Planning平台如何支持TPM, anplan团队花了一个晚上的时间构建了Kemps想要的解决方案的工作模型。

“我们都说，‘天哪，你一夜之间就做了这个?惠蒂尔回忆道。“通常情况下，我们预计创建这样一个系统需要几周甚至几个月的时间。”它们被出售了，当Kemps的生产环境在14周内投入使用时，anplan的快速开发设施得到了证实——比计划提前了3周。

基于ananplan的TPM解决方案将旧软件的10多个接口精简为三个:一个是输入数据的促销仪表板，一个是调整促销活动的扣除仪表板(通过维度包括SKU、卖家和活动);以及显示促销支出、贸易促销应计利润和促销回报的支出报告。

这份支出报告改变了惠蒂尔和他的团队工作的方式。他们利用anplan的实时和历史数据，近乎实时地分析促销活动，并测试促销活动的组合，以优化销售量和净销售价格。该公司以前测量ROI的方法是手动驱动的;他们导出数据，修改数据，创建图形和图表，然后审查这些信息。通过Anaplan，这些功能被内置到系统中并完全集成。惠蒂尔说:“anplan让我们立即了解贸易促销活动的表现，这样我们就可以优化效率和投资回报率。”

在单一用户界面中分析数据、测试场景和优化性能的能力已经改变了Whittier与Kemps销售团队的关系。在每月的协作会议上，他们一起梳理数据——评估重要客户的促销活动，寻找最大化投资回报率的方法，缩小支出和应计收益之间的差距。惠蒂尔说:“我们的旧工具无法做到这一点。

肯普斯还与零售渠道分享了anaplan生成的见解，向他们展示哪些活动可以带来预期的结果，并用数据支持建议。惠蒂尔解释说，肯普斯的零售合作伙伴正在寻求帮助，以确定最佳的促销计划和频率，而在促销一周内为他们提供结果的能力非常重要。惠蒂尔说:“零售商总是想知道他们的毛利率，而通过Anaplan，我们可以提供这些信息。”“我们一起讨论什么对他们和我们来说是最好的，我们相信这给了肯普斯竞争优势。”

开放的Anaplan平台还改善了零售商与肯普斯之间的信息共享。在旧的系统下，考试结果是通过传真和手动输入的;通过Anaplan，零售商可以提供CSV文件的结果，Kemps可以点击导入。

肯普斯选择了Anaplan，因为它可以快速实现价值，用户友好性和节省时间。项目经理杰西卡·锡伯杜(Jessica Thibodeau)说:“Anaplan比我们的旧系统更容易使用。”“我们花更少的时间分配扣除，而花更多的时间分析数据。它正在改变Kemps公司的工作模式。”她指出，Anaplan的可审计性和内置的检查和平衡确保了数据的准确性，而且anplan的用户体验也吸引了其他团队，因为它“现代、流畅，对业务领导者有吸引力”。

惠蒂尔说:“我们一直在寻求扩大像Anaplan这样的工具的使用，这些工具可以为Kemps、我们的零售渠道以及最终我们的客户提供更好的价值。”