Gartner Research

Benchmark Your Retail Promotion Practices

Published: 06 January 2005

ID: G00128767

Analyst(s): Hung LeHong


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

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