OPERATIONS

Tesco analyzes offers with KSS Retail’s PriceStrat

BY Dan Berthiaume

Cheshunt, U.K. — Tesco U.K. buyers and category managers are using KSS Retail PriceStrat’s science and analytical tools to help plan and understand the impact of potential offers. Facing increased competition and consumer price sensitivity due to a slow economic recovery, Tesco has made price and promotion key areas of focus.

The PriceStrat solution provides merchandising teams with accurate forecasts and gives retailers like Tesco real-time insights on shoppers’ responses to different promotional offers. Through “what-if” scenario planning, managers can test various offer mechanics and variables, as well as display and space options, before promotions are executed. Promotions can be tailored by store type and geography to maximize relevance.

Tesco has already begun to extend the implementation of PriceStrat to other regions initially in Eastern Europe. In addition, the retailer is collaborating with KSS Retail and dunnhumby on PriceStrat enhancements, including the ability to better predict customer response to promotions across the total store.

“It’s clear that retail customers value promotions, but many offers are too complicated and don’t work for shoppers in the right way,” said John Scouler, commercial director at Tesco U.K. “With the forecasting and analytics capabilities available in PriceStrat, we can understand, based on what our customers tell us, where it’s most important to offer promotions or reduce prices. We will continue to rely on PriceStrat to help us provide shoppers with stable, logical and competitive pricing, as well as the most compelling offers possible.”

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MARKETING/SOCIAL MEDIA

HSN transforms digital marketing

BY Dan Berthiaume

St. Petersburg, Fla. — HSN has recognized the ExactTarget Marketing Cloud from Salesforce.com as its “Strategic Digital Alliance” partner for the year for transforming the company’s digital marketing program. HSN awards its Strategic Digital Alliance award to one company annually that delivers innovative business ideas and strategies with the HSN digital team.

The award follows HSN reengineering its digital customer experience with the ExactTarget Marketing Cloud to deliver a data-driven program that includes email, mobile SMS and push messaging.

“We have a bold vision for marketing at HSN that is built around creating highly relevant and personalized customer experiences,” said Bill Brand, chief marketing officer and business development officer for HSN Inc. “The strategic partnership with ExactTarget Marketing Cloud helps us deliver innovative customer-centric digital marketing programs that have impact.”

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OPERATIONS

Dollarama names new COO

BY Dan Berthiaume

Montreal — Dollarama Inc. has named Johanne Choinière as COO, effective May 12. In this role, Choinière will be responsible for overseeing retail store operations as well as logistics, distribution and supply chain management.

Since 1999, Choinière was employed at Metro Inc., where she held increasingly senior positions across the organization, including senior VP merchandising for Metro Ontario and, most recently, senior VP of Metro’s Ontario Division.

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