Both clients faced a peculiar business challenge: despite being leading brands, their sales growth was often hindered by the lack of transparency in their sales process. They invested in highly sophisticated planogram software like JDA, to be used by their category management team and power users. Their sales teams, including account managers and field staff, who didn't have access to the planogramming software, had to wait for their category specialists to provide them directions and changes on the standard planograms for in-store execution.
These clients wanted their existing solution to be augmented with an option to include more users in their planogram strategy and execution. But their existing planogram tool couldn't solve this, because their licensing was costly and the tool was too complicated for the wider userbase. The field users needed a simple planogramming solution, accessible from anywhere, without the complexities of their existing planogram software. What could solve their problem was a simple planogram software that could be seamlessly integrated with their existing system.
The category management team in this Dutch multinational company creates planograms using JDA space planner. The category management team usually gets multiple feedbacks from the executional and marketing teams to create planograms according to the market changes. The category management team creates a standard planogram and sends it to the sales, marketing, and execution team. These team members usually edit the planograms using photoshop, paint or other native applications available to them and include possible suggestions. The modified planograms are sent back to the category management team for approval. The category management team then analyses these suggestions and may or may not approve them.
The company’s category management team created a wide range of planograms and merchandising standards. The company was using hard copies or PDFs of these planograms to distribute to the sales staff and various channel teams. The sales and execution staff verified the implementation of these planograms in retail outlets and stores. There was no cost-effective system for ensuring the planograms are implemented to the specifications outlined in them. Manual edits were made by the sales team on the print outs and pictures of shelves were taken and send back to the category management team. The process was prone to errors and slow. There was no measure to make sure shelf space is arranged as instructed in planogram. The company needed to automate the platform for sharing planograms and move away from the legacy approach of using hard copies and emails to share planograms.
The company employs a range of research methods for scientifically grounded market intelligence. They conduct surveys, interviews and also consult with many professionals around the world to understand and track the current trends which help them predict the market and make sound trading decisions. However, all these vital information were stored, shared and accessed via numerous inefficient legacy systems. To make the most informed investment decisions and capture growth opportunities in a timely manner, what they needed was one system that gathers all relevant data with easy access - this was the very challenge they faced. In short, they wanted their knowledge base to be more reliable and easy to access than ever. And this is what Nexgen was called upon to solve!
One of the marketing strategies that have been retaining its brand image is their smart and thoughtful promotional ideas. According to the seasonality of purchase of products, climate conditions, festival season and other regional events, the company’s regional marketing team conducts local promotions, which appear on their product packaging. These local promotions had to go through a lengthy and complex approval process, reviewed by multiple departments to finally reach the producing plant in the local region.
Each department has a specific role to play within a successful promotional campaign and has to review and approve the assigned task. The progress of the process was tracked through email systems and spread sheets which caused the cumbersome problem - the time delay in implementing the promotion and the inefficiency in tracking the processes. So their need of the hour was to renew their core to get those processes efficiently automated for a massive scale. Here’s what Nexgen came up with!