Data-driven strategy

Optimising promotional investments via a data-driven commercial action plan

Data-led strategy
Data science & AI
Retail & e-commerce

Optimiser ses investissement Promo via un plan d’action commercial data-driven

Challenge

Our client, a major player in the ready-to-wear market in Europe, is undergoing the structural change in the clothing market and the loss of value caused by the practice of permanent promotion.

Our client wishes to better understand the factors explaining its commercial performance, in particular the contribution of promotion to this performance, and to increase the effectiveness of its annual commercial action plan (CAP).

The main objectives are

01.
Better understand the drivers of sales efficiency and quantify the impact of the promotion
02.
Optimize promotional investments and choose the most effective offers regarding the given business objectives (inventory sales, etc.)
03.
Build a simulation tool to test different promotional scenarios characterized by offers, promising products, validity periods

Deliverables

Data visualization to easily understand the performance of past commercial operations
Algorithm for predicting future business performance
Commercial results simulator: calculation of commercial performance for different promotional scenarios over future periods