Trade Promotions

Giving you the intelligence you need to make the most of your trade promotions so that you know where to focus your spend and where to cut it

Understanding drives performance

Managing the effectiveness of trade promotions has long been a problem for retailers and brands alike. The growing challenges of cost pressures and shrinking margins have been well documented over the past few years. These challenges mean that having effective trade promotions is key if retailers and brands are going to entice consumers into store and increase their share of wallet.

 

Trade promotion spend has more than doubled since 2000 according to Gartner. However, Nielsen found in reality that 67% of trade promotion spend does not break even and 84% of companies believe trade promotions deliver no incremental value.The risks of having ineffective promotions that don’t deliver and can adversely impact revenue are significant.

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Poor visibility on spend, inefficient fund allocation

From our experience of working with leading brands around the world we find that the root cause of the issues faced with promotional spend reside in two factors

 

  1. Lack of centralised control and coordination
  2. Poor collaboration with retailers

 

We provide an end-to-end approach that connects all the data for trade promotions and allows organisations to identify the most successful tactics and make the best investment decisions possible.

 

In collaboration with you we gather a range of data streams including sales data, competitor intelligence, seasonal impact and socio-economic factors. Combined with Amplifi, our organisational intelligence engine, and our specialist teams, we produce detailed and interactive dashboards which allow you to track the effectiveness of your trade promotions, provide you predictive insights to optimise your current and future spends, and make informed decision rapidly and effectively

Benefits for your business

Insights dashboard

Insights dashboard

Collate disparate datasets creating a 360⁰ view of trade spend presented in an insight-oriented dashboard

Better decision making

Better decision making

Optimisation of campaign duration, frequency, time of the year, aligned with improved ROI

Scalable approach

Scalable approach

Our solution allows you to start small and scope out a proof of concept to validate hypothesis and test opportunities

Case Study: Assess the impact of campaigns and store initiatives

The Smart Cube provided specialist data analytics skills, sector experience and tailored tools to deliver a robust solution framework for estimating impact of trial initiatives at a store and category level.

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Related resources for Trade Promotions

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