Recommendations from APT Software Enable Mills Fleet Farm to Optimize Promotion Performance
Washington, D.C. – Analytics software company Applied Predictive Technologies (APT), a Mastercard company, today announced that Mills Fleet Farm, a Midwestern, value-based retailer of lifestyle merchandise serving active, outdoor families and suburban and farm consumers, has licensed APT software to optimize its circulars. Mills Fleet Farm joins other APT clients across industries in leveraging its software suite to make more data-driven decisions.
“Each week, Mills Fleet Farm releases a new circular with different promotions,” said Derick Prelle, President and CEO, Mills Fleet Farm. “Using APT software, we are now able to quickly and accurately integrate and analyze all promotion data and easily drill down into the results. Additionally, working with APT, we have been able to go through our wide assortment of items by category—including Apparel, Lawn and Garden and Hunting—to uncover actionable insights on which product promotions will be most effective to feature in our circulars.”
APT software not only helps Mills Fleet Farm identify which items to promote in their weekly circular, but what level of discount to offer, and on which section or page of the circular to place each item. Specifically, Mills Fleet Farm worked with APT to analyze how ad placement for outside advertisers impacted sales – for example, whether placing an ad on the front page of the circular versus the center led to a greater sales lift. Based on these findings, the retailer developed marketing packages for vendors, with packages including the ad placement in the circular proven to drive the most sales lift.
“We are thrilled that Mills Fleet Farm has chosen APT to help inform their promotions decision-making,” said Cornelius Kaestner, Senior Vice President, APT. “We are excited to continue working with them to build more impactful circulars.”
About Mills Fleet Farm
Founded in 1955 by Stewart Mills Sr. along with his sons, Henry Mills II and Stewart Mills Jr., with major operations in Appleton, Wisconsin and Brainerd, Minnesota, Mills Fleet Farm is a Midwestern, value-based retailer of lifestyle merchandise serving active, outdoor families and suburban and farm consumers. The retailer has a diversified offering of merchandise and also offers a number of services such as convenience stores, gas stations, car wash and auto service. The company operates 36 stores located throughout Wisconsin, Minnesota, Iowa and North Dakota. For additional information about Mills Fleet Farm, please visit Mills Fleet Farm’s website at www.fleetfarm.com.
APT, a Mastercard company, is a leading analytics software company that enables organizations to rapidly and precisely measure cause-and-effect relationships between business initiatives and outcomes to generate economic value. Our intuitive and proprietary Test & Learn® software utilizes sophisticated algorithms to analyze large amounts of data, enabling business leaders to conduct experiments and allowing them to make optimal decisions and implement business initiatives at scale. APT also offers products that support decision-making for specific business needs, including transaction analysis, space planning, promotion design, category management and location selection. Visit http://www.predictivetechnologies.com to learn more.