Trade Promotion Optimisation
5Feb10

Trade Promotion Optimization helps products fly off shelves

Trade Promotion Optimisation helps products fly off shelves

Trade promotion optimisation involves analyzing and understanding what worked, what didn’t and why, in the retail trade and FMCG industry. In Australia its a fascinating field that we’ve been investigating lately.

It seems that most FMCG’s have highly sophisticated delivery chains but desperately need effective trade promotion optimisation to track the effectiveness of campaigns on stock movement.

Trade promotion optimisation software provides FMCG’s with the ability to quickly and accurately TRACK their sales and promotional funds, use sophisticated multi-causal models to confidently PREDICT consumer response to promotions, and streamline the entire promotions lifecycle to OPTIMIZE the price, volume and profit across their entire customer landscape.

We believe that integrating an online optimisation strategy can complete the sales and analytics cycle from FMCG supply chain, retailer and consumer.

Its an interesting area that we’ll be monitoring over the coming months.

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2 Responses to “Trade Promotion Optimisation”

[...] at Media Hunter, Craig has posted an interesting introduction to the field of trade promotion optimisation. Its a fascinating field that could seriously benefit from an integrated online [...]

Comment by Understanding trade promotion optimisation | GetSticky on October 18th, 2010

In my consumer goods experience, generally the first step towards TPO is, like the author said, to establish a solid sales and trade promotion management process. This is often most effectively built around a system developed with best practices in mind.

Here is another example of how Merisant, the makers of Equal brand sweetener, first built a management process around a system called BluePlanner. It explains how there were able to then take advantage of point-of-sales data and advance analytics.

http://www.upclear.com/news/merisant-leverages-blueplanner-saas-sales-planning-and-tpm

Comment by John on March 31st, 2011

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