Navigating the complex landscape of trade promotions in the consumer product industry is a multifaceted challenge. As the trade promotion landscape is changing in the digital age, companies need precise allocation optimization to manage in-store and online promotions. Companies require more than insights.
AI can transform trade promotion management effectiveness and drive superior outcomes by providing enhanced insights, optimizing promotion planning, and improving future-focused financial analysis. This playbook offers a comprehensive framework for consumer product companies, guiding them through the application of AI in trade promotions, providing a step-by-step approach to grasp the concept, overcome challenges, and excel in modern consumer product marketing.
As consumers continue to reshape their expectations,
enterprises must contend with a uniquely challenging landscape.
The consumer technology landscape is forever changing.
From Pinterest to TikTok, WeChat to Instagram, new experiences can rapidly gain consumer adoption and relevance.
From augmented reality to voice, smartwatches to chatbots, consumers are constantly embracing new interaction paradigms.
Commoditized convenience is eroding loyalty and margin.
Consumers expect convenience. If you can't deliver it, they'll go elsewhere - e.g. next day shipping becoming the new standard.
Walmart will reportedly lose USD 1 billion on eCommerce revenue of USD 21 billion this year as it faces challenges in its bid to complete against Amazon – from trouble integrating its DNVB acquisitions to impact on margin from its next-day delivery operations.
Consumers value experiences that are curated to fit their lives better.
They want to engage, be served, and transact at their time, their pace, their place. They have little patience, infinite choice and the freedom to swipe left at the slightest hint of friction.