The EMEA region presents a unique level of complexity due the fragmented and diverse nature of the regulations, agreement structure, routes-to-market, and data availability.
In EMEA, we serve two categories of manufacturers: regional brands, and multinational CPG companies. For multinationals, EMEA markets typically represent a small share of their overall business. Because of their maturity, however, the require a significant level of sophistication to manage trade agreements and effective negotiations with channel partners.
Examples of these dynamics are well represented by markets such as the United Kingdom, Germany and Italy… each with its own nuances.
The UK is predominantly a modern trade market where Grocery Multiples (e.g. TESCO, ASDA, Sainsbury’s) cover approximately 70% of the sales for most CPGs. Trade promotions are- most of the time- funded retrospectively based upon actual in-store performance. Joint Business Planning is common.
German retailers (e.g. REWE) have very sophisticated Trade Agreements. In-store promotions typically funded through cascading and scaling discounts.
The structure of trade agreements in Italy is very fragmented. Cooperatives deal with CPG brands both at the national and regional level (e.g. Coop) catering to both headquarter strategy and local store needs.
Trade Promotions and Revenue Management software requirements – especially for multinationals – are typically focused two things: 1) scaling best practices and driving commercial excellence across different geographies, and 2) ensuring that Sales teams can perform their day-to-day job efficiently.
UpClear have continuously improved and developed BluePlanner Revenue Management software for more than 15 years. We have closely collaborated with some of the most prestigious CPGs Brands to create the platform’s capabilities. The result is an unmatched level of flexibility and tools that balance sophistication with ease-of-use. The ability to manage multiple countries, languages, and currencies is in our DNA. All in all, we accommodate market-specific requirements whilst supporting the regional and global RGM agenda.
