The world of retail is a world in which profit margins aren't always high. The ability to choose the right suppliers to work with, planning and managing effective marketing and sales campaigns as well as correctly planning shelving are all fields which greatly affect profitability and stems from workers' knowledge.



Case study: Managing lessons and knowledge derived from marketing campaigns

What campaign strategy is best to operate? What wording is most likely to attract customers? In what cases is it preferable to give out prizes at many distribution points and in what cases a single distribution point is better? When is a campaign actually cannibalistic and is entirely unprofitable? These questions affect the success of a campaign and its profitability. Marketing campaigns are very expensive and attaining profitability despite the necessary expenses isn't always obvious. Orderly Knowledge Management at all stages of the process (from initial planning to planning) is important for the reuse of this knowledge. Learning lessons during this process and managing them allows easy access to them in future campaigns and serves as a significant factor in the success of these campaigns. The clear need for learning from past successes and campaigns which bore lesser success is precisely addressed and allows reducing expenses and enhancing effectiveness of managing marketing campaigns.

Case study: branch manager community

Every retail company operates using stores which serve as branches managed by appointed managers. The accumulated knowledge in their heads is related to managing workers, coping with peek situations and/or rumors of competing campaigns, working with direct supplying etc. viewing branch managers as an homogenous group enables managing them as such and providing designed and focused solutions for this collective group's needs. This management should be executed by setting up a branch manager community. This community allows members of this unique group to exchange document templates as well as discuss recurring problems and cope with other difficult problems which managers can hardly be appropriately informed of A priori. This type of knowledge community is managed through a virtual website combined with face to face meetings.


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