Gartner Research

Improve Consumer Goods Trade Promotion Effectiveness With Retail Intelligence

Published: 10 February 2017

ID: G00320727

Analyst(s): Ellen Eichhorn, Ed Porter

Summary

Many trade promotions fail due to weak in-store execution. CIOs of consumer goods manufacturers must integrate retail execution metrics into trade promotion evaluation and planning tools to begin a continuous cycle of improving promotions' ROI.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Develop Processes to Understand How Retail Execution Impacts Trade Promotion, and Adopt Capabilities to Leverage This Knowledge
    • Systemically Collect Retail Execution Metrics
    • Use These Metrics to Evaluate Trade Promotions
    • Use These Insights to Improve New Trade Promotions
  • Eliminate Siloed Solutions — Create a True Integrated "Retail Intelligence" Platform
  • Build Your Knowledge Base of What Drives Sales at the Shelf and Encourage Retail Buy-In and Collaboration
    • People Skills
    • Cultural Change
    • Retailer Collaboration

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