For 100 years, Etos has been the address for everyone in the field of beauty, health, and personal care. With more than 500 stores and an online shop, Etos offers its customers a wide range every day and provides personal and expert advice. Every day Etos inspires its customers to live healthier and happier lives. To continue providing the best service, Etos has entered into a partnership with CLEVR to streamline its promotion process.
An Interview with Martin Otto, Product Owner Promotion Manager at Etos.
"Retail is going much faster than we could have imagined in advance, which is why we are getting smarter during the process. Using the agile way of working, we can always build small pieces and refine what is already there."
Martin Otto, Product Owner Promotion Manager at Etos, says: “Etos was looking for a workflow process for its promotions. In this respect, the most important wish was that work could be done unambiguously across all teams and product groups together. ”
“We were looking for a good tool to accommodate our promotion process. This was a difficult selection because it had to be a suitable solution for Etos ”, explains Emma Eversdijk, Category Manager Promotions. “The conditions were that the application was flexible, can be implemented quickly, and it had to be the oil between all the different major processes. This quickly leads to large, unwieldy solutions that are difficult to adapt. In the Netherlands, CLEVR is the only one that has come this far with a solution for promotion management, implemented in an agile way. ”
“At Etos we have a high promotion share, which is why we need a good workflow application.” One of the needs Etos had was to convert separate Excel files with a high error sensitivity to one system. The promotion plan was first created and updated using Excel files. Each marketing or category manager had its own Excel file in which changes were kept. This was not only prone to error, but also unclear and changes were difficult to implement. Emma: “The preparation and monitoring of promotions must be done in one central place where different employees can log in. The data must be clear, changes must be easy to implement and the data must be 100% correct in the system.”
With the arrival of the promotion manager, we have a complete overview. We now know exactly where we stand. As a result, the promotion process's quality has increased because we all use one truth and one process.
“With the arrival of the promotion manager, this process has been fully automated. The biggest change is that the process has been completely reversed. We now focus much more on dashboarding and monitoring. For example, we now determine based on data which promotions we will conduct. The campaigns are based on figures, which makes promotions much more efficient. For example, there are no more similar promotions running side by side. All offers are unique. We all do this based on the promotion manager application that CLEVR has built for us. The promotion process has become part of our IT landscape instead of a separate process. ”
Martin says that there is now more insight into which areas a promotion will or will not make it and where it still needs to be adjusted. “We did not have this overview with separate Excel files. Everyone with the promotion manager also works in the same truth. The process is less prone to errors, and you can easily make decisions based on figures. The employees involved in the promotion process can better manage based on results. are free again to focus on the right tasks.”
Martin: “The collaboration with CLEVR is going well. We know what we want so that CLEVR can respond well to this. It is very nice that we have a permanent consultant who understands the business. He can empathize with the process, and we can spar together, which is really of great added value. “
“Retail is going much faster than we could have imagined in advance, which is why we are getting smarter during the process. Using the agile way of working, we can always build small pieces and refine what is already there,” says Martin.
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