It's an often overlooked area of the supply chain, with a woeful record of success. Josefin Aspegren, marketing director with Optilon, talks about the challenge of assessing the efficacy of trade-promotion programs.
An integrated point-of-sale IT strategy will help CPG firms gain valuable insight into consumption data that can pave the way for a positive impact in a number of important areas. They include new/improved product formulation, inventory optimization, supply chain optimization, trade promotion management and optimization, and demand/forecast optimization. Furthermore, an integrated POS strategy can create a win-win for all stakeholders involved, including the retail partners.