Ahold USA has realized significant time and cost-savings benefits by directly collaborating with its manufacturer trading partners on trade promotion deals via an online network.
Nearly all of the grocer’s trade promotion deals are submitted directly by its trading partners via the DemandTec End-to-End Promotion Management system, developed by San Mateo, Calif.-based DemandTec.
"DemandTec has become a trusted partner for driving key merchandising and marketing processes within Ahold," said Jeff Martin, EVP of merchandising and marketing for Ahold USA. "Ahold's business teams leverage the collaborative platform from the origin of negotiated deals with suppliers to executing promotional activities that touch our customers."
Ahold USA uses DemandTec End-to-End Promotion Management to manage the promotion planning process, from supplier planning and negotiation to executing highly versioned, targeted events across all customer touchpoints.
The solution links the trading partners in a collaborative environment enabling them to:
- Effectively plan, negotiate, execute, and track win-win promotions
- Improve promotion effectiveness with the ability to forecast the impact of promotions and tactics using proven analytics
- Deliver more targeted and localized messages to customers by automating promotion versions
- Efficiently access a single system of record for promotions and events
Ahold USA subscribes to services in DemandTec End-to-End Promotion Management and DemandTec Lifecycle Price Optimization, a pricing solution developed to price the entire store including new items, regular retail items, promoted items, and clearance items.
These tools are part of the DemandTec Total Trade Optimization solution, used by manufacturers including Kraft Foods, General Mills, and ConAgra Foods. It offers a science-based platform to optimize pricing, promotion, and trade planning activities. Optimized trade plans are submitted directly to retail trading partners, that leverage DemandTec's Deal Management service.