Takealytics provides visibility of your competitors promotional activity detailing a summary of their promotions across their whole estate.
When competitors have many venues it is difficult to easily see what types of promotions they are doing. They may operate a different promotional strategy by location. Takealytics Promotional Calendar can help visualise this.
To help build your promotional calendar:
1) Choose "Promotions" from the top left menu.
2) Select the brands or venue groups you would like to see in your report
To do this click "Groups" and choose the groups or brands you would like in your report.
Note: this article focuses on how to see a brand level promotional calendar but you can also see this for every individual venue or for venues nearby.
If you don't already have venue groups please follow this tutorial to set up your competitor brands as groups.
Once you have applied your groups the analysis will build a promotional calendar for the last 2 weeks (the default time period).
Most Common Promotion
Most Common Promotion
The analysis will first show the Most Common Promotion tab.
This takes all venues from the brand/venue group and shows which promotional activity is the most common across the estate.
Clients find this a good way to understand competitors promotional activity.
The cell is colour coded based on the promotional mechanic and the shade of colour depicts the level of discount offered.
Under the promotional text is a percentage (this is the percentage of venues which are on this promotion).
If you only wanted to see the report where 90% or more of the venues have been on the same promotion you can click Filter and change the "Most Common Promos threshold"
Score
Click on the Score tab to see a promotional score for each venue group.
The Promotional Score is a value assigned to the promotion based on its impact on the consumer. Deeper discount promotions have a greater impact and a greater score.
This report is invaluable in quickly understanding who is doing the most impactful promotions. The higher the score the deeper the discount deal being offered. If a competitors score is higher than your brands you maybe losing consumers to your competitors.
Click on the + symbol next to the brand to see which exact promotions they have been using. The percentage shown next to each promotion is the percentage of the estate which is on that promotional deal.
Venues
Click on Venues to see which exact venues have been on promotion - identify any that have been closed or not promoting when they should be.
All of this data can be exported into Excel of Google Sheets - click Export and adjust the export type by clicking Filter or set the export to be Scheduled.
Changing the time period of your analysis
You can change the time period of your analysis to show data over a longer period or for a specific historical seasonal period. Understanding this previous promotional activity can help you plan your future promotional strategy. To adjust the time period of the analysis click Filter and then choose Date.