Gartner Research

It’s Time for Consumer Products Companies to Future-Proof Their Customer Incentive Programs

Published: 21 May 2019

ID: G00385365

Analyst(s): Simon Bailey , Kimberly Becker


As retailers move to a unified commerce model, many CP companies’ customer incentive programs are proving to be no longer fit for purpose. Supply chain leaders in customer fulfillment and collaboration need to reassess these programs with an outside-in mindset and focus on cost optimization.

Table Of Contents
  • Key Challenges



  • Engage With Retailers to Understand Expectations and Future Requirements
    • End Consumer Drives These Changes
    • Needs vs. Demands
  • Build Capabilities to Drive Cost Optimization as Traditional Efficiencies Decrease
    • Expand Logistics Capabilities
    • Implement Process Improvements
    • Develop Capabilities to Support Expanded Requirements
  • Develop Flexible Customer Incentive Programs That Drive Cost Optimization
    • Integrate Customer Experience in Future Customer Incentive Programs
    • Focus on Delivery Outcomes, Not Reduction Targets

Gartner Recommended Reading

©2021 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.