visualfabriq has had a strong showing in the 2016 Promotion Optimisation Institute (POI) TPx Vendor Panorama with ‘Best-in-Class’ distinctions for both Financial Orientation/ simulation and Post Event Analytics, as well as an overall positive review.
Twenty-four vendors offering diverse Trade Promotion Management solutions were evaluated by POI in 2016; a process that included detailed assessments of both the companies and their products. “As a relative newcomer into this well-established and highly competitive marketplace, we are very pleased to see visualfabriq stand out like this in our industry,” says CEO and co-founder, Jaco Brussé, “In addition, our ‘Best-in-Class’ distinctions are important recognition of the inherent strengths in our SaaS Trade Promotion Master™ solution.”
In its analysis, POI also recognized that visualfabriq’s ‘reason for being’ is a key differentiator in the market. The report states: “There is a philosophy in visualfabriq that results from CG (Consumer Goods) practitioners looking around the European market and not finding a suitable solution, then building one from scratch. Thus it doesn’t have any legacy baggage and it was built from a user perspective, not by technology people. This shows through in the usability, insight, and ability of the solution to grow rapidly and amongst some really demanding multinational clients.”
Unilever, Heineken and Perfetti van Melle were amongst visualfabriq’s first users of Trade Promotion Master™ and as a start-up, the company had to immediately rise to the challenges of meeting the expectations of blue chip clients. This, along with the deep industry expertise of its founders, is chief among the reasons behind why Dale Hagemeyer, Partner at the POI noted that ‘visualfabriq acts as a mature software company’.
Ability to handle significant amounts of data
“Everybody makes this claim,” the POI report states, “However we watched the system load 15,000 promotions in just 30 seconds.”
“This is an important distinguishing factor,” comments Jaco, “It is true, everyone says they can do this, but they can’t. We know this because when Carst and I worked in the industry, this is what we wanted; it was what we looked for and what we couldn’t find. It is one of the driving forces behind our development of the visualfabriq data platform and our Trade Promotion Master™ solution. We built it to process vast amounts of data on the fly. We have our own platform completely free of the limitations of platform licenses and endlessly scalable because we know that this is what FMCG companies need. And we do it faster, better and cheaper.”
Unique KPIs, like ‘bang for the buck’ ration, to provide insights
“POI has recognized the strength of analytics of Trade Promotion Master™,” says Jaco, “We know from firsthand experience that what companies need to unleash their excellence is the ability to understand the impact of a promotion during the planning stage. We empower users to go beyond just insights from revenue and ROI data, so that they can evaluate the promotion they are planning from multiple perspectives and understand the impact of different scenarios. Volume predictions can be done on the fly. Machine learning capability is embedded in the tool. Over time you train the model to improve the prediction, and the more you use the tool the more accurate the predictions. What this means is that Trade Promotion Master™ becomes a developmental driver of change in the organization forcing sales people to think differently about promotions as they plan, manage and optimize promotions differently and far better. This change management element sets us apart from other companies.”
With an estimated 500 billion dollar spend each year on trade promotions, the market is vast. Most companies still use homegrown TPx solutions that fall far short of the capacity to integrate and process all relevant data from internal and external sources. “We strongly believe that there is a tendency towards companies like visualfabriq which are agile and able to provide a solution where users can configure the functionality according to their needs,” Jaco concludes.