To make trade spend more profitable in increasingly competitive retail channels, Trade Promotion professionals are investing in a new category of AI-powered solutions to optimize trade spend. CPG companies that are adopting Artificial Intelligence (AI) in their Trade Promotion programs are seeing impressive results.
TPM & TPO ARE NOT ENOUGH
We’d like to think a lot has changed in the last 20 years. And in some ways, it has. Trade Promotion Management (TPM) software has moved the mechanics of planning and tracking trade promotions from spreadsheets to applications. This has saved time for sales people, and improved tracking for management.
In the last few years, Trade Promotion Optimization (TPO) solutions have applied data and analytics to better plan programs at a more granular level—by SKU, by PPG, by region, etc. This innovation has yielded an ROI in the 1-3% range.
But this is no longer enough to stay competitive.