Optimizing promotions to more effectively partner with customers and drive category growth is a priority for CPG organizations right now. With companies having invested heavily to ensure the right tools and data are in place, they need to be more strategic in considering the following:
- With the continued to growth in eCommerce and Direct to Consumer, how to ensure promotions are being allocated across channels
- With market volatility only increasing in the future, how to shift from away from an historical based promotional strategy that simply emphasizes year-over-year planning and top-line growth
- With consumers spending less time in stores and more online, how to stand out in an increasingly crowded digital shelf
All of this said, I am excited to welcome Ryan Mulligan and Kyle McDonald to this week’s edition of Taking Stock around optimizing promotions. Both are leads in Clarkston’s Sales and Marketing practice, with a deep focus on trade promotion management and extensive experience helping consumer products companies improve and optimize their promotional spend. Together, we’ll discuss the topics outlined above, with a focus on why it’s so important for companies to be optimizing promotions for their consumers.
You can download and listen to the Optimizing Promotions: Taking Stock with Ryan Mulligan and Kyle McDonald podcast episode here.
In this podcast series, Clarkston Consulting Partner Steve Rosenstock sits down with experts and thought leaders from both within Clarkston and throughout its consumer products and life sciences client-base, covering a range of topics from industry trends and consumer dynamics, to organizational governance and business strategy. Steve provides you access into the passions of its guests and allows you to benefit from their stories, knowledge, and deep expertise.