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
Challenges
- Identifying omnichannel KPIs to measure the performance of retailers in a fair and equitable manner
- Ensuring data availability & reliability for selected KPIs for Top 25 retailers
- Driving change and adoption through the organization
Solution MethodologyÂ
- 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
Business Impact
- 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
