While Lexia TPM enabled its clients to manage their promotional spend end-to-end and optimise customer investment, the Customer Profitability Module enabled them to track their customer profitability at brand and (often) at outlet level to understand how the quantum of investment is distributed. More often than not, simply providing full line-of-sight of the customer profitability at a granular level drives significant savings and a change in commercial focus. Along with these software solutions, the organization also provides consulting services leveraging its understanding of the Asian Consumer Goods landscape ranging from trading term transformations to sales force effectiveness and on-going pricing analytics. Lexia’s vision is to deliver impact by ensuring that the interrogation of data and the insights derived from it lead to practical commercial improvements. Jelle de Jong, Director, Lexia Analytics adds, “Our core strength lies in our capability to combine deep technological and analytical know-how with a practical understanding of how our clients’ commercial operations function.” The company has amassed a clientele including the likes of Pernod-Ricard, Friesland-Campina, Treasury Wine Estates, Diageo, Bacardi, McWilliam’s Wines, Accolade Wines, Foster’s, Merck and numerous others. For most of these clients they have been able to deliver a 5-10 percent saving in the amount they invest through discounts and trading terms with their customers through their analytics work.

“Lexia’s vision is to deliver impact by ensuring that the interrogation of data and the insights derived from it lead to practical commercial improvements.”

Over the years, Lexia has also expanded its array of solutions by developing Data Blending solutions and an On-Premise Investment module (focused on alcoholic drinks companies) to the market. At the moment, the company is all set to launch a first-to-world cloud-based customer trade promotion management solution called LexiaLite. This new solution is aimed at small- and medium-sized businesses for which conventional TPM solutions are too expensive and the implementation too cumber some. “LexiaLite is the first solution out there that can be operational within a 4-6 week time frame and for less than 10 percent of the cost of the conventional solutions out there” is Lexia’s promise to its future clients. Finally, “2017 will be the year when we’ll actively start building our business in Europe as we see a lot of opportunity there for our lighter and more agile solutions,” indicates Jelle.