The value of Trade Promotion Forecasting: Empowering sales teams in the CPG industry

CPG manufacturers have always used a wide range of techniques to catch consumers’ attention and encourage them to buy their products. But managing multiple product lines and coordinating multiple trade promotions while aligning with partners’ objectives can be challenging. Just how do you decide whether a particular approach or promotion is the right one? 

A key differentiator between those teams that take a “this might just work” approach, and those that achieve consistent results from their trade promotions is the application of trade promotion forecasting. This involves predicting and pre-evaluating the outcomes and impact of promotional activities implemented by CPG companies.  

This can deliver valuable insights to help sales teams plan and optimise their promotional campaigns. With the right tools, trade promotion forecasting empowers CPG professionals to develop innovative promotion plans, generate reliable forecasts, and gain ongoing insights into consumer behaviour. And with the addition of AI to the mix, the gap between the winners and the also-rans is set to widen.  

Getting it right means understanding the challenges involved, the outcomes and benefits you’re targeting, and the tools and techniques you can deploy. 

Trade Promotion Forecasting Challenges

One of the biggest headaches in trade promotion forecasting is simply the sheer volume of promotions that need to be managed. With numerous products and mechanisms the individual events and ensure they are all aligned for optimal results. 

Collaborating with retail partners adds an extra layer of complexity. Establishing strong relationships, aligning objectives, and fostering effective communication are essential. Their objectives may differ from yours, as they strive to traffic and maximise sales within their stores. Balancing their goals with your promotional strategies requires careful negotiation and alignment to achieve mutually beneficial outcomes. 

Achieving promotional success needs precise planning and meticulous attention to detail. It’s essential to define clear objectives for each promotion and ensure they align with your overall marketing and sales strategy. Without a robust planning process and the right tools, it can be impossible to create coherent and impactful promotional campaigns. 

The ability to forecast the outcomes of trade promotions accurately is crucial. However, it’s easier said than done. Forecasting involves analysing historical data, market trends, and other relevant factors to project the potential impact of promotions. Generating reliable forecasts enables you to make informed decisions and optimise your promotional efforts. 

Trade promotions exist within a dynamic environment, influenced by various external factors. Supply chain disruptions, shifts in consumer behaviour, and other unforeseen events can all impact the success of your promotions. To stay ahead, you need to be agile, generating real-time insights, and adjusting your strategies accordingly to maximise results. 

Benefits of Trade Promotion Forecasting 

That’s a formidable set of challenges. Which is why a combination of the right approach to trade promotion forecasting, and the right tools, will deliver value in multiple ways. 

Not least is the ability to carry out real strategic planning. Trade promotion forecasting enables sales teams to set clear objectives for each promotion and develop comprehensive plans that align with their overall business goals. By understanding the desired outcomes, teams can create promotions that have a greater impact. 

This goes hand in hand with accurate forecasting. By leveraging historical data, market trends, and AI-powered algorithms, trade promotion forecasting provides accurate predictions of promotional impact. This empowers sales teams to make informed decisions, allocate resources effectively, and drive better results. 

And with the right tools, you can achieve not just better forecasts but real-time insights. Trade promotion forecasting allows for real-time monitoring of promotions, providing invaluable insights into their progress. This enables you and your team to make adjustments on the fly, ensuring that promotions stay on track and aligned with your objectives. 

This all helps foster collaboration between CPG companies and retail partners. By sharing insights and aligning objectives, you can work together to create mutually beneficial promotions. This strengthens relationships and fosters long-term success. 

Ultimately, this will all lead to enhanced decision-making. With reliable forecasting and pre and post evaluations, your sales teams can make data-driven decisions. This results in more efficient resource allocation and improved promotional outcomes. By leveraging the power of trade promotion forecasting, sales teams can prioritise their efforts and achieve better results. 

What next in Trade Promotion Forecasting? 

To make informed decisions about trade promotions, sales teams need to understand the challenges they face and the potential benefits they can gain. It involves managing multiple products and coordinating various promotions. By embracing trade promotion forecasting, sales teams can gain an advantage by predicting the outcomes of their promotions, evaluating their impact in advance, and adjusting their strategies accordingly.

With reliable forecasts and insights into consumer behavior, CPG professionals can create innovative promotion plans that connect with their target customers. The integration of AI technology enhances their abilities, allowing for more accurate predictions and real-time adjustments. By leveraging the power of trade promotion forecasting and staying ahead of the curve, sales teams can seize new opportunities, strengthen customer relationships, and ultimately achieve sustainable success in the dynamic CPG industry.

Trade promotion forecasting is a game-changer for sales teams in the CPG industry. That’s why by embracing this approach and leveraging AI-powered solutions, such as Visualfabriq’s Trade Promotion Master, sales teams can optimise their promotional strategies, improve forecasting accuracy, and drive success in a highly competitive market. 

To learn more about Visualfabriq’s Trade Promotion Master and experience the power of trade promotion optimisation, download our TPM brochure and book a demo today. Empower your sales team and embark on a journey of growth and success in the dynamic CPG industry.