UpClear was recently asked by Consumer Goods Technology to address myths around Trade Promotions.
“Trade promotion hasn’t quite been around since the dawn of retailing, it just seems that way — especially when you’re neck-deep in a spreadsheet trying to rationalize program allocations that seem like they haven’t changed in years. You’d think that there’d no longer be any myths surrounding a practice that’s been around here so long, is so critical to the sales process and is so prominent on the corporate expense ledger. But you’d be wrong. And a number of the remaining myths involve the industry’s willingness to treat trade promotion as a necessary evil that’s too costly, too time-consuming or simply too much work to try improving.”
Thierry Soudee, CEO at UpClear, addressed the myth of having to invest in a full-blown TPO solution to avoid being left behind.
Amongst the conclusions? “To be clear: TPO is, first and foremost, a process not a solution.”
For more, read: Wading Through the Trade Promotion Hype.