Luxury Brand eProcurement system: The challenges faced by Luxury Brands…
Cecile is Head of Global Marketing for a Luxury Brand and is responsible for communicating the brand’s premium positioning through all sales channels.
Cecile creates exciting point of sale materials, premium packaging and Gifts-with-Purchase to grow sales through retail campaigns. It is essential that all these materials are easily available to her trade marketing and sales teams so that they can activate campaigns in retailers around the world.
Without a luxury brand eProcurement system, where all campaign materials are available, local teams often don’t know what materials they should be using to support a brand campaign. They create their own, costing the company time, money and brand continuity, and worse-still, are losing market share to better-organised competitors who have a luxury brand eProcurement system in place.
Then one day she is shown a demo of Geneus, a simple online platform which:
Enables local teams to view, download, and purchase the approved campaign materials.
Ensures that retail campaigns are successfully, consistently and cost effectively implemented around the world.
Allows the brand, sales volumes and market share to continue to grow.
Cecile is assured that the local marketing teams are no longer developing campaign materials themselves and a campaign inconsistency crisis is averted!
Now that’s Geneus!
Janet is responsible for launching campaigns in the outlets of her retail customers.
She needs to ensure that the correct point of sale materials arrive on time at her retailers for key seasonal campaigns or the brand will lose sales and market-share to competitors.
The Luxury brand has no system to find and order campaign materials and so Janet has to work late at night sending emails to head office to find out what materials she should use and when they will be available. This often leads to delays in retail campaigns as materials fail to arrive on time.
Then Janet discovers Geneus, which she can access anywhere, which:
Allows her to view, download, and order Brand-approved campaign materials.
Enables her to track deliveries of campaign materials from head office.
Ensures she can provide accurate campaign material specifications to local suppliers.
Janet can be confident that her local campaigns will launch on time and in-line with the brief from Head Office.
Now that’s Geneus!
Joseba is Head of IT.
He has been informed by the trade-marketing, procurement, and local teams that they need a single platform to coordinate and manage global business requirements for marketing and campaign materials.
Joseba knows that the eCatalogue available in their e-procurement system is too basic for complex marketing products and can’t handle some key processes such as demand forecasting and order aggregation.
He needs to provide a solution but has some very stringent requirements. Joseba attends a demo of Geneus and is happy to discover that:
Geneus complements and integrates seamlessly with the company’s existing procurement systems.
Is a proven, stable solution which meets the company’s stringent data security criteria and is easy to implement.
Enables the business to accurately and simply forecast demand and aggregate orders.
Joseba is thrilled that everything he needed in a luxury brand eProcurement system is available, as standard.
Now that’s Geneus!
William works in Procurement and is responsible for sourcing all point of sale and campaign materials.
Charged with choosing suppliers in accordance with the company’s responsible sourcing policies, William is determined that the company follows procurement best practice whilst benefiting from maximum cost efficiencies.
William often has to email a spreadsheet containing marketing material specifications to his preferred suppliers for them to provide their best prices. As he deals with many suppliers, this can be error-prone and time-consuming.
Then William discovers Geneus, our luxury brand eProcurement system which:
Enables him to provide a simple eCatalogue to local markets where they can view campaign materials, stock availability, and supplier details.
Allows him to accurately forecast demand from all channels and negotiate the lowest possible price based on this data.
Enables him to evaluate supplier performance during the ordering process, leading to continuous improvement of the supply chain.
With the procurement process now fully automated, William can make faster decision, freeing up his time for other activities.