In the consumer packaged goods (CPG) industry, there can be a slight disconnect between the agreed-upon promotions and what is executed at the shelf. Retailers carry out thousands of programs each week and due to the vast number of promotions, as well as retailers streamlining labor costs, details can be overlooked. Although data is scarce industry experts believe that promotional compliance rates have dropped as low as 15% – 50%.
This gap means that both CPG companies and retailers are losing out- but until recently, there had been no concrete studies surrounding promotional compliance throughout the industry.
Kimberly-Clark saw an industry-wide opportunity to mend this gap. Working with RW3’s InStore MarketCheck application, they were able to accumulate and analyze data, by conducting retailer-specific audits, to investigate and improve upon programs with their retail partners. All the data collected was geocoded time stamped allowing for better collaboration moving into the promotion period.
Read in detail how Kimberly-Clark is addressing this industry-wide opportunity and seeing a lift in their ROI – Kimberly Clark Boosts Promotional Compliance
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