Gartner Research

Benchmark Your Retail Promotion Practices

Published: 06 January 2005

ID: G00128767

Analyst(s): Hung LeHong

Summary

Our survey of retailers in the United States, the United Kingdom, Canada, France and Germany found that despite its importance, the promotion process still lacks the technological sophistication found in the rest of the business

Table Of Contents
  • Overview
  • Predictions
  • Viewpoint
    • Like it or not, retailers need to play the promotions game better
  • Dynamics
    • Temporary price cuts and other promotions used to increase basket spend
    • Further observation and analysis:
    • Marketing heavily involved, but merchandising usually gets the final say
    • Further observation and analysis:
    • Promotions are centrally controlled
    • Further observation and analysis:
    • Promotional activity has increased or remained the same
    • Further observation and analysis:
    • Most retailers have less than 10% of their goods on promotion
    • Promotion management systems are predominantly developed in-house
  • Predictions
  • Recommendations
  • Methodology

©2020 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.