Explore Promotions, Planograms, and Custom Objects

Create Promotions

Alpine Group's promotional strategies drive business, brand loyalty, and product awareness. Gustavo is responsible for creating and tracking unique promotions across a range of stores. While some promotions are run specifically at a certain store or store group, some are run at the account level as well. Promotions can be targeted towards a specific product or product category, or can be generic, such as free display shelf installation in all NTO stores.

For the past few months, Alpine Group has been running a promotion for the new Alpine Corn Cereal brand. There are display stands placed in all NTO Specialty stores near the endcaps where customers can find banners and free samples of the product. 

This promotion already exists in your org. Here are a few components of the promotion that you can look at closely:

On the Details tab, you can find general information about a promotion:

• Name: New Product Launch Cereal Display Promotion
  
• Description: Store Introduction Promotion
  
• Category: Sales Promotion
  
• Method: Display and Exhibition
  
• Level: Product
  
• Active: Yes
  

On the Related tab, you can see the associations of a promotion:

• Promotion Products: Alpine - Corn Cereal
  
• Promotion Channels: NTO Specialty Stores
  

You can click the Promotion Channel record link to see the association of the promotion with an in-store location and a store group.

Gustavo has received the following information regarding other upcoming and ongoing promotions for Alpine Group. He has a couple of tasks at hand.

• To help sales reps complete the promotion audit for the New Product Launch Cereal Display Promotion, the product must be placed in the endcap display for the new store NTO Store - Bryant Street.
  
• There’s a company-wide campaign to install free refrigerators near checkout counters at top-priority retail stores. Alpine Group wants to deepen their relationship with NTO by placing the Polar Glass Door 40L refrigerator in their stores and offering them one coupon for free servicing!
  
• Gustavo must incentivize customers to buy more energy drinks, but it’s difficult now that winter is approaching. So he wants to try out a seasonal sale of energy drinks at the NTO store at Bryant Street.
  

For the first requirement, Gustavo simply needs to add a product to an in-store location.

1. Click , and find and select Retail Stores.
   
2. Click the NTO Store - Bryant Street record.
   
3. In the Related tab, click the Endcaps for promotional displays_Bryant Street link in the In-store Locations related list.
   
4. In the Related tab of the record, click Add on the Store Products related list.
   
5. Provide the following information:
   

• Product: Alpine - Corn Cereal
  
• Start Date: Any date in the past.
  
• Default Order Quantity: 12

6. Click Save.
   
   

For the second requirement, Gustavo associates the Free Asset Installation Strategy promotion to the NTO Specialty store group.

1. Click , and find and select Promotions.
   
2. Select All Promotions in the list view.
   
3. Click the Free Asset Installation Strategy record.
   
4. In the Related tab, click Add on the Promotion Channels related list.
   
5. Select the following information:
   

• Retail Store Group: NTO Specialty Stores
  
• Start Date: Any date in the past
  
• In-store Location: Checkout Counter_Bryant Street
  

6. Click Save.
   
   

For the final requirement, Gustavo creates a promotion record and associates it to the NTO Bryant Street outlet.

1. Click , and find and select Promotions.
   
2. Click New, and provide these details:
   

• Name: Endcap Display Promotion - Alpine Energy Drinks
• Description: Seasonal promotion for all Alpine Energy Drinks
• Category: Sales Promotion
  
• Method: Discounts
  
• Start Date: Any date in the past
  
• Objective: Brand Awareness and Upsell at checkout; Stock Clearance
• Level: Product Category
  
• Select checkbox Active
  

3. Click Save.
   
   
4. In the Related tab of the record, click Add on the Promotion Product Categories related list.
   

• Select Product Category as Alpine Energy Drinks.
  
• Click Save.
  
  

5. In the Related tab of the record, click Add on the Promotion Channels related list.
   

• Retail Store: NTO Store - Bryant Street
  
• Start Date: Any date in the past
  
• In-store Location: Endcaps for promotional displays_Bryant Street
  
• Click Save.
  
  

Now, Gustavo must associate the energy drinks with the endcap displays at the NTO Store - Bryant Street so that the rep can ensure that the discounted samples of the energy drinks are sold at the specific in-store location and the promotional banners are also placed accordingly.

1. Click , and find and select Retail Stores.
   
2. Click the NTO Store - Bryant Street record.
   
3. In the Related tab, click the Endcaps for promotional displays_Bryant Street link in the In-store Locations related list.
   
4. In the Related tab of the record, click Add on the Store Products related list.
   
5. Provide the following information:
   

• Product: Alpine Energy Tart Cherry
  
• Start Date: Any past date in the current month
  
• Default Order Quantity: 5

6. Click Save.
   
   

Gustavo has successfully handled the requirements for all promotions. He’s specified the in-store location in all cases so that there’s uniformity across stores and field reps can do compliance checks with better context.

Define Planograms

For Alpine Group, it’s critical to maintain a good share of its products in the main displays in retail stores. For this, Gustavo uses planograms, a common visual merchandising mechanism in the world of retail execution. Planograms help you visually sketch the position and facing of products in specific in-store locations.

Gustavo uses planograms to track:

• Share of shelf for the Alpine Group products in retail stores
  
• Count of product facings at eye-level and competitor facings on each shelf
  
• Missing products or misplaced products on the shelves
  

Before Gustavo can define these key performance indicators, and assign target values, he must first associate the planogram to an in-store location so that it’s always in the context of a specific shelf or an aisle.

Gustavo can create an Image record and use either a Salesforce file or an external URL as the planogram image. We’ve already uploaded a sample planogram image file in your org. You can simply associate it with the required retail store’s in-store location. 

Gustavo wants to associate this planogram to the new retail store at Bryant Street.

1. Click , and find and select Retail Stores.
   
2. Select the NTO Store - Bryant Street record.
   
3. In the Related tab, click the Checkout Counter_Bryant Street record in the In-store Locations related list.
   
4. In the Details tab, click the pencil icon in the Planogram field.
   
5. Select the Planogram for energy drinks record.
   
6. Click Save.
   
   
7. To add the energy drinks to the Checkout Counter in-store location, click the Related tab.
   
8. On the Store Products Related list, click Add and add Alpine Energy Chai. For Start Date, select any date in the current month.
   
   

Gustavo has successfully associated a planogram with the checkout counter of the NTO Bryant outlet. He repeats the steps to associate the planogram image with the checkout counter in-store location for all NTO specialty stores. Remember, that Alpine Group always places its most popular product range, energy drinks, near the checkout counters. It quenches the thirst of many customers!

Now, let’s see how he can set up assets in the retail store.

Define Records for Glass Door Displays

In the previous section, Gustavo created a promotion for free asset installations across a store group. Now, what exactly are these assets? Alpine Group places display shelves and refrigerators in various retail stores to showcase its products. This is a business strategy that helps them deepen brand awareness.

There are two primary assets that Gustavo wants to track:

• Refrigerators to store the summer coolers (Polar Glass Door 40L)
  
• Customized rotating shelves for Alpine Group’s trendiest activewear (3-ft gondola)
  

Fatima Daniel, the trusted admin at Alpine Group has already created custom objects for Refrigerators and Shelves, which sales managers can use to define the various store assets.

Here’s how Gustavo can create an asset:

1. Click , and find and select Refrigerators. Or, Click More in the tabset in the Consumer Goods Cloud app and select Refrigerators.
   
2. Click New, and enter Refrigerator Name: Polar GlassDoor Display 40L.
   
3. Click Save.
   
   

Gustavo can create another record for the 3-feet gondola display in the Shelves object in a similar manner.

He’s accomplished a lot so far. But there are more decisions Gustavo must make before he can successfully schedule a visit. So let’s keep following along, shall we?