Retail / Go-to-market planning
The room smelled of ink. Planning happened elsewhere.
A top-5 US grocery retailer's marketing team was planning go-to-market strategy by physically posting all of their historical ads and competitor circulars on a conference room wall. The room smelled of ink and was difficult to stay in, let alone plan. We replaced it with a synchronized, multi-screen planning dashboard connected to their ad data, competitor intelligence, demographic information, and media calendar.
The problem
A top-5 US grocery retailer's marketing team was planning go-to-market strategy by physically posting paper copies of all their historical ads alongside competitors' circulars on a conference room wall. The room smelled of printer ink and adhesive, making it difficult to stay in for extended planning sessions. There was no way to compare TV or radio ads in the same session, no way to access prior years' data for comparison, and no digital record of the analysis. The process did not scale across multiple divisions.
What we built
A customizable digital warroom displayed on a wall of large-screen TVs. Admins upload weekly promotional files -- both the retailer's own historical ads and competitor circulars -- across a date range. Marketing leads configure custom boards based on their division's requirements.
The board view displays the retailer's own ads alongside competitor ads for synchronized go-to-market planning, with full sync across all screens via Socket.IO and Node.js. TV and radio ad comparison alongside print. Demographic data for all divisions visible on a media dashboard. SKU-level detail available on any item in any ad. Prior year ad data accessible for historical pricing comparison and campaign planning.
Multi-Format Ad Comparison
Print circulars, TV spots, and radio ads compared side by side on the same customized board.
Real-Time Screen Sync
All TVs in the room display the same synchronized view via Socket.IO. Auto-refresh keeps every screen current with latest uploaded data.
Demographic Data Overlay
Regional and divisional demographic data visible on the media dashboard, providing context for competitive positioning.
Historical Pricing Access
Prior year ad data with full item and pricing history, enabling year-over-year comparison and offer planning.
The outcome
A top-5 US grocery retailer replaced a physical wall of ink-soaked printouts with a synchronized, multi-screen digital planning dashboard. Marketing leads across every division gained real-time visibility into their own historical campaigns and competitive positioning across print, TV, and radio -- with demographic context and year-over-year pricing history accessible in the same view.
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