HP Retail Promotion Manager: challenges

Meet time-honored goals. Today’s retail promotion environment is changing quickly—and so are the challenges associated with the management of retail promotions.

You still need to meet time-honored goals—increase same-store sales and profits, improve the shopping experience, build long-term customer relationships and brand loyalty. In addition, the desire for competitive differentiation is as strong as ever. And you are probably under intense pressure to improve your bottom-line results through greater efficiencies, cost reduction and higher sales.

To attain these goals, most retailers need to increase corporate control while maintaining local flexibility. And everyone needs to collaborate more closely with suppliers and manufacturers.

And then there are the other challenges. Campaign creation and management often depends on numerous, disconnected processes and systems. You face increasingly tight deadlines. Priorities change quickly. You often have to work with incomplete information.

The typical campaign involves many disparate players—including internal marketing staff, external creative agencies and manufacturers. You rarely have the luxury of working as a unit or with a unified database.

As a result, content for promotions is created again and again. The same information has to be tracked down, entered, updated, verified and often re-entered. The process inevitably results in costly duplication, waste and inefficiency.

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