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Consumer products manufacturers are among the most innovative of companies. From introducing new products to collaborating creatively with retail trading partners, consumer products manufacturers have realized they must continuously innovate in order to thrive in an intensely competitive industry. Typically, the challenge for consumer products manufacturers is not coming up with new ideas, but rather, determining with confidence which ideas work, which don't, and which could work if fine-tuned.
It isn't easy. Designing a test to evaluate a new initiative can be costly, cumbersome, time-consuming, or all of the above, and the results of a test are more often than not inconclusive and incomprehensive. Moreover, the ability to make confident decisions about what to do next is often curtailed by an inability to project the results of the test to the broader market.
These challenges are understandable given the highly dynamic nature of the consumer marketplace, but APT has pioneered a new approach to overcome them. APT's advanced Test & Learn Management System provides today's leading manufacturers and their retail trading partners with the capability to conduct in-store experimentation and data analysis with rigor, confidence, and speed. Using Test & Learn, consumer products manufacturers can evaluate a range of initiatives across the manufacturer organization, spanning sales, marketing, and operations. APT's software addresses such key questions as:
Sales and Retail
- What factors (trade promotion investment, retail servicing investment and/or product mix) drive profitability by customer?
- What is the appropriate type and level of merchandising activity for each customer?
- What is the optimal way to deploy and utilize retail servicing personnel?
- What is the right balance between in-house and third-party retail servicing personnel?
- What is the right delivery schedule for DSD items?
- What is the optimal way to re-invent the customer in-store experience to improve the appeal and performance of categories/brands?
Marketing
- What is the full impact of introducing a new product or brand, incorporating cannibalization and halo effects?
- What is the optimal distribution for each new brand or item?
- What is the right assortment and planogram for each customer store format?
- What is the most effective way to invest the marketing budget?
- What are the consumer profiles for each brand, and how do they change by retailer/geography/ timeframe?
APT's Test & Learn Management System enables consumer products manufacturers to obtain clear answers to these questions and more by overcoming traditional analytic challenges and providing advanced capabilities, such as:
Test Design and Analyses
- Appropriate test design to minimize the number of required test stores while ensuring meaningful measurement of key elements of the initiative
- Identification of Test stores that are truly representative of the rest of the market/region/country
- Selection of tailored groups of Control stores for each individual Test store in order to minimize noise to the greatest degree possible and isolate the true impact of the initiative being tested
- Provision of a centralized data and analytical platform to guarantee consistent, rapid, and granular analyses
Enhancing ROI
- Identification of above-average and below-average performance across multiple dimensions
- Guided workflow for building accurate prediction models to inform decision making about next steps
- Ability to target the roll-out to maximize ROI
- A catalogued knowledge base of insights to build on key learnings
APT delivers these capabilities through our powerful and flexible Software-as-a-Service solutions. APT's scalable and robust enterprise software platform assimilates data from various sources in a centralized data repository. APT's advanced analytical engine sits on top of the data repository, and APT's user-friendly software applications allow users to interact with the intelligence in the APT data and analytical platform.
For consumer product manufacturers and their retail trading partners, APT’s Test & Learn Management System is rapidly becoming the industry standard for testing and strategic planning. APT’s enterprise software is used to answer critical, time-sensitive questions and deliver significant, lasting corporate value for many consumer product and retail leaders.
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