Overview

Trade Promotion Optimization (TPO) is a marketing tactic aimed at retailers by CPGs. The goal is to increase the demand for their products in retail stores based on different promotions, such as buy one, get one free, special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more. These promotions are offered for a limited period of time and are often the largest part of many CPG brands’ budgets. Therefore, they are a major part of most marketing and sales strategies.

The focus of this module is to help the CPG achieve that goal. It allows you and your team to customize, adjust and optimize its trade promotion scenarios that best suit their strategy thanks to predictive solutions to a wide range of pricing options at different aggregation levels.

There are two main views:

Grid View

The Grid view is the main view of our product and is divided into the following sections:

  • Sell Out vs Sell Out predicted volume simulation for different Pricing Strategies (Product-Retailer-Area by default).
  • Scenarios creation.*
  • Predictive Cycle and Scenario Selection.
  • Product search bar.
  • Totals summary of Sell Out, Sales Out, Margin, and Investment Out.

*A Scenario is a set of products predictions for a specific price combination.

Summary View

Comparison View between a Selected Scenario vs. the Reference scenario*

  • Top gaining Margin and Volume Products.
  • Price out Changes and its impact on Sell Out Volume.

*Reference scenario (the default scenario in Athena). Is the predictive volume at the reference price (max price of the last 12 available months) for each Product-Retailer-Area.

It is important to highlight that the information is available at different levels thanks to the filter feature.