Learn how Anaplan's Trade and Promotion Optimization application provides teams with better insights into deal mechanics and maximizes the return of each promotion dollar across the different retail channel and activity types. Presented by: Gary Singer, Managing Director, Accenture; and Josh King, Director of Pre-Sales, Anaplan.

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ANAPLAN APPS
OPERATIONS
Trade & Promotion Planning:
Plan, Execute, Optimize

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© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Trade & Promotion Planning

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Trade & Promotion
Planning
There is no single
location to track
all our promotion
plans.
We have field
managers who know
a lot put are not part
of the process.
My promotion plan
does not align to
my distribution
plans.
Our distributors do
not have a clear
picture of what
they are promoting
and when.

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ANAPLAN TRADE & PROMOTION
Collaboration across
departments and
groups to ensure
success
Accurately forecast
commissions and
attainments
Flexible
Hierarchy
Management
Effective
Dating
Cloud Based
Collaboration
Many to Many
Relationships
Features
Better analytics
around promotion
spend at a
SKU/Location level
Increase net sales and
gross margin by
optimizing promotions

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A DAY IN THE LIFE
Add Activities
Manage Spend
ROI and
Analytics
Setup Program
Brand Manager

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Anaplan Apps
OPERATIONS
TRADE & PROMOTION PLANNING
PLAN, EXECUTE, OPTIMIZE

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More Demanding Consumers/
Shoppers

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#1: Social Media/Influence
36% of smartphone owners
check social sites before
getting out of bed
80% of Americans online
regularly use some form of
social media
67% of shoppers spend more
when they receive
recommendation from their
online community of friends
Source: Accenture Research

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# 2: Proliferation of Information
Working 7.5
Sleeping 6.8
Family 3.3
Watching TV 3.3
Using Internet 2.4
Radio 1.9
Talking on Phone 1.8
Eating 1.7
Friends 1.3
Reading Books 0.9
Music 0.9
In Transit 0.7
Newspapers 0.7
Magazines 0.6
TOTAL HOURS 38.6
83% of shoppers make purchase
decisions before entering a store
A 56% reduction in rate of square
feet added by retailers is expected
over the next 5 years
By 2015, ~1.4b mobile apps with
augmented reality (AR) will be
downloaded annually
47% of consumers have accessed
customer reviews in store using
their mobile device
Source: Accenture Research

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#3: Dynamic Consumer/Shopper
13,000 people applied at Task Rabbit during the first
week of the government shutdown
Average millennial job tenure will be much shorter than
prior generations
64% cite flexible work arrangements as the reason for
staying put
Source: Accenture Research

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More Demanding Retailers/
Manufacturers

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#1: Digital Promotions
Influence Drives Loyalty…
• Find & engage brand advocates
• Activate promotions through
consumers/shoppers
• Social buzz becomes a factor in
optimization
Operate on Social Buzz…
• Flexibility to react
• Demand sensing
• Optimized and integrated services

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#2: Individualized Promotions
Access on Shoppers’ Terms…
• More distribution points
• Investment in solutions
• Flexible infrastructure
• Customization at consumer/shopper level
Solutions are the Focus…
• Localized and individualized
• Partnerships as a differentiator
• New perspective on trade spend
• Focus on deep experience and value-added
solutions

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#3: Real-Time Information
Dynamic Labor Pools…
• Employ and partner with consumers/ shoppers
• Manage talent more dynamically
• Provide real-time, actionable information
New Delivery Models…
• Partner more dynamically
• Engage and service more efficiently
• Interpret and respond

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Impact on Those Who Plan & Analyze
Order
Management
Distribution
Voids
Distributor
Management
New Item
Distribution
On-Shelf
Availability
POS/ Demand
Signal Monitoring
Service
Management
Assortment
Optimization
Store
Compliance
Forecasting
Business
Planning
Shopper
Marketing
Trade
PromotionPricing
Display

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Retailer Expectations
 Promotion ROI by category, market/ region, store or
store cluster, consumer/shopper segments, etc.
 Detailed analysis of what is working vs. not across
different regions/markets (i.e., a local market view)
 Insight/trends within and across channels/COTs
 Assistance with short-term (event) and long-term
(annual) price/promotion planning
 Collaboration on plans/forecasts (so can better plan
order and inventory requirements)

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Manufacturer Expectations
 Regression analysis to 1) allocate volume & spending;
2) identify promotion effectiveness; and 3) identify
tactics that drive greatest lift/profit
 Promotion analysis that enables reallocation of spend
among customers, products, events, tactics, etc.
 Integration of POS and shipment data
 Standard “scorecard” of KPIs/metrics
 “What-if” simulation/optimization tools that
integrate with demand/supply forecasting

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Tool Landscape/Implications
 There are many tools on the
market designed to help
companies with promotion
planning/forecasting
 None of the tools provide the
full scope of functionality in
one integrated tool/platform
 Many do not support a large
number of data sources, model
types, and analytic techniques
*Acquired by DemandTec

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How Will Leading Companies
Respond
1. Joint/shared trade analytics process between
retailers and manufacturers
2. Incorporation of other factors into analytics (e.g.,
shopper marketing, social media)
3. Standardization, automation, and centralization
analytical modeling activities
4. Integrated analytical platform that allows real-time
manipulation of granular data

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Why Make the Investment… What’s
the Business Case?
Improved Operating
Cash Flow
Revenue & Profit
Cost/Expenses
Forecast Accuracy
•Better allocation of trade promotion spending based on
historical performance
•Better integration of promotion plans/forecasts with
new items and marketing programs
•Less time & resources spent on data gathering/ entry,
information sharing, manual reporting, etc.
•Reduced cost of maintaining multiple tools and/or
spreadsheets
•Improved forecasting based on account promotion plans
and real-time management reporting
•Lower out-of-stocks and working capital/inventory

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Q&A