CHEP Germany offers the industry and trade an innovative solution for the implementation of promotions with a smart low-cost tracker
Cologne – In the right place at the right time – German manufacturers and retailers benefit equally from the punctual delivery of promotional merchandise and from its successful placement on the sales floor. In order to offer companies more efficiency in carrying out their promotions, CHEP has created a new service with Deutsche Telekom as its technology partner: CHEP Promotion Analytics. The service is based on a long-life low-cost tracker, the basis of which was developed by Deutsche Telekom. Integrated into CHEP’s Q+ quarter pallet, the tracker records processes along the entire supply chain. From the warehouse to the distribution center, to their placement on the shop floor, the location and condition of promotional displays can be tracked automatically in accordance with the EU data protection regulation. Furthermore, it offers CHEP an innovative way to locate CHEP Pallets and recover assets.
Common insights for industry and retail
From lemonades and barbecue sauces in summer to chocolate and mulled wine in winter, promotional goods on pallets find their way into the retail trade. For companies in the FMCG (Fast Moving Consumer Goods) industry, it is difficult to have an overview of the entire life cycle of their promotion. Many companies make use of ad hoc solutions for this purpose, which usually provide a limited image of the promotional campaign. This is exactly where CHEP Promotion Analytics comes in: the solution generates data based on the movement of displays and thus creates a full picture of a promotional campaign for manufacturers and retailers. Questions like these are answered promptly and enable immediate action: Have the promotional displays arrived to store? For how long do the displays remain on the shop floor?
Checking delivery bills is no longer necessary, saving the retailer time. In addition, the data obtained with CHEP Promotion Analytics can be used jointly by trade and industry to optimize promotional campaigns and generate more sales. Using the data provided by the tracking devices, CHEP provides customers with valuable information related to the location of their displays, from warehouse to store, and even further insights into duration on the shop floor and lost sales potential. Leveraging Telekom’s state-of-the-art Cloud of Things platform, information is securely processed and stored.
Overall, the new service from CHEP helps to improve the execution of promotions – from delivery to advertising effectiveness on the last mile:
– Promotions can be tracked along the entire life cycle
– Sales potential can be optimally exploited by understanding the time spent on the sales floor
– Detailed insights allow for the evaluation of campaign successes and more reliable forecasting of order quantities
More sales through higher promotion efficiency
With CHEP Promotion Analytics, marketers can keep a close eye on advertising campaigns. They can start digital campaigns exactly when the display is on the sales floor and end then as soon as the display leaves the sales floor. Ongoing sales campaigns can be continuously analyzed with the service. Future promotions can also be better planned in terms of execution time, quantities and communication measures. For retailers and manufacturers, reliable, accurate insights offer new opportunities for collaboration. For example, order quantities can be calculated much better for annual meetings. Promotions can be calculated differently depending on the region. That pays off: At the bottom line, CHEP Promotion Analytics enables industry and trade to generate more sales and increase their return on investment.
“With CHEP Promotion Analytics, FMCG manufacturers achieve end-to-end transparency of their supply chain for the first time. From simple set-up of our display pallets and automated goods tracking to key figures such as time of arrival or time spent on the sales floor, they receive everything from a single source. All the data obtained is compiled in a fully automated dashboard,” reports Anna Lynch, Director Business Transformation & Intelligence at CHEP Germany.
The smart tracker is designed so that it can be easily clicked into the CHEP Q+ quarter pallet with a single movement. Once attached, it uses a movement sensor to send position data with an accuracy of up to one meter should it change. Using built-in sensors, it measures important parameters such as temperature, vibrations, and movement conditions already during transport. If the goods are shaken during transport, e.g. by falling, or if the refrigeration chain is interrupted, the device sounds the alarm. The new service is suitable for both small and large companies and is available now throughout Germany.
“The trackers communicate via our NB-IoT network (machine and sensor network),” says Dennis Nikles, Head of IoT Sales and Product Management at Telekom,” and the data converge in our Cloud of Things platform. There, the information is processed and stored under high data protection and security standards. Thus, CHEP gets everything from a single source, so to say.”