SafeRock Increases Omnichannel Sales for $5 Billion Company

Situation

• A $5+ billion dollar North American commerce companies with operations in United States, Canada, and Europe wanted to optimize promotions and build a system to continuously improve merchandising and marketing ROI.

• The goal was to improve investment and budgeting decision. The company previously operated in multiple silos, which caused management headaches. Executive management did not have a single unified view of their category performance, nor did they have standard ROI metric that could be used for comparative budgeting and resource allocation covering  category management, marketing, and ecommerce.

Approach

Working with the CMO, CIO, and merchandising and marketing teams, SafeRock developed an ROI-based strategy to improve promotion effectiveness. Our joint team designed a cloud-based ‘Big Data’ solution to measure promotion effectiveness with extreme accuracy. The system analyzed over 100 million records every day for 1+ million SKUs and hundreds of trade zones and consumer segments, using 500+ simultaneous seasonal models. These system and algorithms were integrated with Oracle™ and Teradata™.

Results

• The outcomes included 19.6% growth over the initial three year period.

• Core marketing costs were cut by 20% over the same time.

• SafeRock’s Netvantage solution improved investment and budgeting decision, and bridged operational silos. Senior management now had a single unified view of category sale and EBIT performance. They gained a standard ROI metric that could be used for comparing performance across all product categories, marketing spend, and ecommerce transactions.

• The solution delivers precise KPIs that ‘sheds light’ and allows accurate performance comparison across all merchant categories. With its extreme accuracy, our system became the ‘system of record’ for the company. Users include senior management, (CXO, GMM and DMM) and all merchandising and marketing managers.