It is not just direct goods and services that may be strategically important. Advertising and promotion are crucial to brand-centric organisations, and financial services businesses live and die by the effectiveness of their technology.
An FMCG company recently reviewed the effectiveness of its in-store promotional supply chain and actually allocated more money to the area. The result is a very slick, responsive and efficient way of working that by enabling sales teams to tailor promotional activities to individual store’s customers, has increased in-store presence by about 20% and sales by the same amount.
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