Customer planning and trade management: Benchmarking study

To succeed in an extremely competitive retail environment, companies in the CPG space have to make large investments in their customer planning and trade management capabilities to drive sales, capture share, convert consumers in the most profitable way possible, and form more collaborative partnerships with retailers. In Strategy&’s biannual customer planning and trade management benchmarking study, we found that a large majority of these companies believe they spend far too much on trade and trade management, to the detriment of their businesses, and are unhappy with the quality of the tools and systems available to manage this investment.

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