Problem:
High printing and distribution costs mean that paper catalogues are prepared in limited editions. It is necessary to decide in which areas to carry out the distribution.
Solution:
A tool for the marketing department has been developed, creating a ranking of areas based on several variables with the possibility of determining their weights by a business user. The solution was nationwide (it concerned all the regions in which the retailer operated).
Effects:
- Saves time and effort (by about 30%) for the marketing department
- Increase in efficiency of operations (in the first year, thanks to the recommendations of the model, approximately 20% of the circulation was reallocated)
Data sources:
- Transaction systems; Loyalty program
- Demographic data (Central Statistical Office of Poland, external suppliers)
- Internal surveys and studies
