Dealing with Prices and Promotions in Omnichannel
Challenges in Omnichannel Retailing
A widespread form in the FMCG sector are advertising and promotion campaigns via couponing, which are pushed by the manufacturers. For the technical handling of such so-called industry coupons, the origin is crucial. This is because the manufacturers put them into circulation with the help of agencies. For customers in digital or print form – for retailers in digital form via service providers with corresponding interfaces. This requires solid IT integration on the retailer side, not least for clean billing and clearing. After all, once the coupons have been redeemed, the retailer retroactively reclaims the discounts granted by the coupons from the industry. A lot of money is involved here, and thus the interest in clean data is high.