Gartner Research

Trade Promotions: Are You Getting What You Pay For?

Published: 17 April 2009

ID: G00180478

Analyst(s): Lora Cecere

Summary

Shoppers are looking for affordability in these recessionary times. Trade promotion programs must change to influence these customers before they enter the store. However, this shift in trade spending carries the larger risk of trade promotion compliance and execution. The programs that have the greatest impact on customers before they shop also have some of the biggest issues with trade promotion execution. We'll share insights from three recent AMR Research studies to help guide your team on rethinking trade promotion tactics.

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.