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Retail Marketing Automation (RMA)

For efficient point of sale communication

The RMA solution from our partner Hewlett Packard, automates and transforms the different stages involved in planning, creating, executing, controlling, and producing marketing materials and catalogues for a point of sale.

Retail Marketing Automation is a vertical solution for the retail industry that automates all the processes for the planning, creation, and production of Point-of-Sale materials as well as catalogues.

 

The 5 stages of a production cycle

1. Campaign development
2. Collaborative execution
3. Creation of the marketing campaign
4. Promotion plan
5. Execution

”RMA allows modern retailing to transform the production of promotional catalogues and point of sale materials from a creation process requiring much human effort into a new industrial and automated process”

Xavier Alomar
Caprabo, supermarket chain

 
 

A perfectly integrated tool,

RMA interfaces with a company’s main information systems such as:

  • ERP, Marketing databases
  • CRM systems
  • Other systems

It allows internal staff and external suppliers to collaborate on-line in a controlled environment with :

  • Work processes for catalogues and prospectuses
  • Work processes for point of sale (POS) materials
  • Automatic notifications
  • Approval procedures
  • Campaign management


For automated personalised printing of POS materials,

For example, by using templates, RMA enables the automatic creation and composition of POS materials, which can be unique to meet the particular requirement of each store.  The information contained in the catalogues is filled in automatically, and is based on predefined templates.

With many printing options,

RMA with its variable data printing engine based on specific rules provides a very flexible printing architecture which allows printing wherever it is needed and using any technology :

  • Traditional and digital printing
  • In store or by an external service provider
  • And depending on the retailer’s organisation : the data can be distributed electronically for in-store printing, or printed centrally and the materials distributed to the store.
 
Benefits of Retail Marketing Automation

The RMA solution helps to reduce operational costs in a tangible and measurable way by improving on current processes. RMA transforms existing manual creation processes by automating and industrialising them, thus reducing or eliminating tasks and repetitive work which provide no value.

Some numbers,

Of the order of 30 to 50% reduction in the costs of creating catalogues and prospectuses (excluding printing costs).
The savings are made on agency fees (creation, execution, last minute changes, versioning..) logistics, etc..

Of the order of 10 to 30% reduction in the costs of communication at the store level (excluding staff costs).
The savings are made on printing costs, outside suppliers, hardware equipment, data management..

The “time to promotion” is measured in terms of weeks rather than months.  Promotional prices can be implemented at the last minute, which improves profitability and competitiveness.  The purchasing department can finalise purchase prices at the last minute.