POI Pulse May 30, 2017

From AZN to WMT, Digital Retail is Producing More Jobs/Pay Source: (Dallas Morning News May 29, 2017)

“We need store associates and managers who can
operate handheld devices, do analysis, ask questions, receive data, and basically run a store within a store,” McMillon said. “Your success depends on forecasting. How do you think about the weather? What’s going on in the community? What other variables do you look
at?” Learn more

Walmart Eyes Its Own Version Of The Dash Button
Source: (Innovative Retail Tech May, 2017)

According to the report, Walmart is exploring options
rather than suggesting that any one sensor type would work best. These tags would all track how often a product is used and where it’s located in a home. In addition, the sensors could help Walmart target product
marketing of other items based on their current purchases and to tailor marketing plans to individual customers. Learn more

Now is the time for retailers and manufacturers to start taking steps towards personalized offers. The competition is already moving forward and they are not
about to reverse course.
Shoppers’ expectations for personalization are only going to increase. Trade promotion
performance is largely not improving. The retailers and manufacturers that will win are those that are bold enough to start the journey in a
meaningful way, are willing to start the soonest, and are most
open to learning rapidly.

Where do you start…

One potentially daunting aspect of moving to personalized offers is merely understanding how to get started. Here we offer various steps, some in order and some
that can be done concurrently, that will help you to move forward and get a first mover advantage in improving your promotions.

1. To the extent possible, take a closer look at your current mass promotion efforts to identify which ones are not working from your perspective with the goal of quantifying the financial impact of these non-performing trade promotions. This includes the banners, categories, brands, tactics, and stores.

2. Identify trading partners that would include like-minded, forward thinking entities who are actively looking to improve overall performance
and ROI of promotional monies. It is important to choose partners wisely.
Retailers should select products and associated manufacturers that will
be most conducive to making personalized offers. Manufacturers should start
prioritizing retailers that are progressive in this area. Factoring in the size of the
financial opportunity is important, but should be a secondary consideration.

3. Create a joint task force with those like-minded business partners to share findings on promotions that are not working, identify the trade funds that are not being spent efficiently/effectively,and brainstorm new uses for these funds. Assuming that personalized offers is one of the options identified, move to
item 4 below. Learn more and

. Access the complete report here