Retail chain: Developed promotion-specific views of direct uplift, cannibalization, "pull forward," and halo effects
U.S. Retail chain: Oliver Wyman helped improve profit by $59 million at constant sales through improvement in promotions. Our client knew it was running too many promotions but did not know which ones to cut. We helped develop promotion- specific views of direct uplift, cannibalization, "pull forward," and halo effects based on understanding customer utilities and elasticities for different types of give-aways. We recommended a re-focused promotional program that cut the "promotion tail" and added more good performers.
Experience
Over the past five years alone, we have completed more than 150 engagements with leading retailers in North America and Europe.
Contacts
Jacques Cesar
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