Shopper-Centric Promo: Advocating a More Strategic Approach to Trade Investment

Trade spending is the second-largest drain on the P&L (behind COGS), and yet companies are still fairly unsophisticated when it comes to trade strategy, planning, and measurement.  By taking a shopper-led approach, as advocated by Kantar Retail, companies can better understand their true promotional performance and maximize return on investment.

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Shopper-Centric Promo