Denmark’s first and only online supermarket creates smarter, data-driven promotions strategies, achieving a significant increase in promotional margins
Nemlig.com, Denmark’s first and only online supermarket, has realized success with RELEX Solutions, a provider of unified supply chain and retail planning solutions, optimizing their promotions planning processes. Nemlig.com has been using RELEX promotions planning since 2022 to streamline their campaign management and enhance their decision-making processes. They have also been using RELEX forecasting and replenishment solutions since 2019.
Nemlig.com offers customers meal boxes, recipes, and more than 9,000 different items on their virtual shelves. They needed to replace their manual, spreadsheet-based process with a data-driven approach to provide them the insight needed to better plan, analyze, and execute campaigns to drive higher sales, profit, and online traffic. By utilizing RELEX Promotions, they have achieved a significant increase in promotional margins.
With RELEX, Nemlig.com has become much more data-driven, analyzing the performance of past promotions to forecast the performance of future promotions effectively. They can also accurately build an end-to-end campaign from strategic planning all the way down to tactical promotion execution in the days before a campaign goes live. Armed with more accurate data, their category managers can now better collaborate with suppliers, using data-driven insights to adjust recommendations, and ensure the right promotions are being offered, at the right price, at the right time.
“Transforming our promotion planning process and strategy with RELEX has been crucial for our company,” said Jack Enevoldsen, Chief Product Officer at Nemlig.com. “We now base our campaigns on data and insights rather than gut feelings, leading to more successful outcomes. This sophisticated approach has allowed us to run smarter campaigns and improve our bottom-line impact.”
Since the pilot began, Nemlig.com has gained a more comprehensive view of what will happen in the future, what the turnover will be, and which campaigns they should prioritize. With data to guide category managers, they can more efficiently balance margin and profit decisions, negotiate with suppliers, and also have the insights to cancel campaigns that could have resulted in a loss. Over the last six months, the organization has focused much more on the overall bottom-line impact, leading to smarter campaigns that have enhanced the benefits to customers and increased sales.
“Getting promotions strategies right is crucial in the competitive grocery market, particularly as consumers are becoming more cost-conscious and price tag-aware,” said Tiina Kanninen, VP, Customer Success, RELEX Solutions. “We are pleased to support Nemlig.com in managing their promotion planning process more effectively, from supplier collaboration to campaign execution, improving promotional revenue and margins, while reducing manual tasks and errors usually found in manual approaches to promotions management.”