How it works. The engine driving the HP Retail Promotion Manager is variable data printing, or VDP. Anyone who has done mail merge in a word processing package is familiar with the concept of customizing documents to suit a number of individual recipients. Imagine this concept scaled to a much higher level—where a single application can automatically create every catalog, flyer or promotional sign in a network of hundreds of stores or locations in a similar way.
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Common environment linking participants
The HP Retail Promotion Manager establishes a common collaborative environment for all participants in the retail promotion process. The network links key internal departments, as well as external contributors—including marketing and design agencies and manufacturers’ marketing teams. Plus, they all draw from a common data repository for campaign messages, images, graphics and templates.
A “campaign manager” application links to enterprise ERP systems, digital asset management systems and product information databases. It also provides the workflow for multi-channel publishing. As a result, the creation and production of promotion materials is automated and is matched to the needs of each retail store.
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Central control combined with local leverage
The HP Retail Promotion Manager permits centralized management of all promotion campaigns and materials, plus managed print and distribution to retail stores. While centralization increases brand control, the solution provides the flexibility for outlets to customize materials with localized messaging, pricing, images and graphics.
A rules-based POP/merchandising system incorporates ERP product content, which is triggered by inventory levels, regional product preferences and store-level customer behavior.
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