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

Summary

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

Introduction

Analysis

  • 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

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