FLW International, a marketing services firm, has developed an automated marketing intelligence solution that allows large retailers to continuously measure the effectiveness of their numerous marketing initiatives. Presented as a marketing dashboard for its simple-to-use Web-based reporting format and easy-to-understand graphics, the FLW solution is providing one client, Sears Canada, with quantitative measurement of the impact of the retailer's advertisements on sales of individual merchandise.
"With a product line as extensive as ours, we need a standardized reporting tool that allows us to evaluate our marketing spend on a product-by-product basis," said Miguel Pereira, director of marketing analytics for Sears Canada. "Our weekly newspaper ad supplement will promote dozens of items and it is essential that we are able to track the incremental sales that each ad generates for each product. Working with FLW, we were able to build a solution which has resulted in a measurable improvement in the return on our marketing investment."
With a tremendous amount of merchandise vying for space in a retailer's weekly ad insert, merchandise line managers must demonstrate that the featured merchandise offers are productive. The page- and offer-productivity evaluation process is critical as retailers seek to strike a balance between merchandise that generates more traffic and cross-shopping versus merchandise that generates higher margins. FLW's Automated Marketing Intelligence Services provide the insight to guide those decisions.
"I've worked with FLW in the past," said Terry McDonald, chief marketing officer of Mervyns, "and their automated intelligence solutions provide much-needed guidance to improve marketing productivity."
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