Designing an Omnichannel Trade Architecture for a large Global Food Company

Business Objective

Our client is a global food major. The client wanted to transform the trade generation model to make it pay-for-performance in order to –

Remain fair and equitable to all customers
Reward better-performing customers with higher trade investments
Incentivize account teams to focus more on digital commerce business in line with the direction of the market

Evaluated all performance KPIs across various buckets such as omnichannel sales, growth, distribution & online availability, product innovation, etc
Finalized KPIs based on ‘fair & equitable’ premise, data availability, and growth orientation
Built models to forecast trade funds for 3-years based on past performance of the selected omnichannel KPIs
Simulated trade funds for various performance scenarios to drive negotiations with the customer teams
Supported the change management by effectively engaging the stakeholders leveraging Tiger’s Omni Ways of Working

Potential reduction in strategic funds from 55% to 30% over a 3-year period
Generated insights to drive trade negotiations with customers
Uncovered $150 mn over-investment in trade for 5 retailers (in progress for 20 retailers) to be realized over the next 5 years

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