Determining Wal-Mart profitability and the benefit of investing in traditional promotions

Determined Wal-Mart profitability and the benefit (or not) of continuing to invest in traditional promotions

Problem:

  • Effectively and objectively managing the Wal-Mart relationship

Focus:

  • Assess promotion and pricing impacts
  • Assess store performance and demographics.

Approach:

  • Core performance measurement put in place
  • Combine Wal-Mart Retail Link data
  • Assess promotional and pricing effectiveness
  • Assess top-performing stores and demographics

Result:

  • Planned promotional and pricing changes halted. Previous promotions did not provide sales lift.
  • Top stores clearly identified, demographics redefined.
  • New, objective basis created to advance Wal-Mart relationship

Promotional Impact on Demand Assessed by Product and Store

Walmart Promotion

Top Performing Wal-Mart Stores Identified

Animal Health Target Store