Trade Promotions are essential for a brand’s success in attracting new customers, introducing new products and ensuring ongoing shopper loyalty, so it’s no surprise it has grown to become the second largest line item in most CPG marketing budgets. With companies increasing their Trade Promotion efforts, including promotional end-caps and specials, some retailers are asking for assistance. CPG companies are now creating retail teams that focus their efforts on supporting the retailer and assisting with promotion optimization (placement, displays, scheduling, inventory).
To ensure a promotion’s overall success, brand leaders need to create a clear line of communication with their retail partners. Leading CPG companies have started implementing mobile technology to assist with Trade Promotion Optimization (TPO) and compliance. Organizations that are utilizing in-store mobile solutions to capture data are seeing better follow-through, a significant increase in sales and much higher ROI.
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