Optimising trade promotion spend — store by store.
Cut waste. Reallocate to stores that actually generate incremental volume.
The situation.
Your brand spends €12M annually on trade promotions across 30,000 stores. Internal estimates suggest 40–60% of this spend is wasted — promotions in stores where the brand already dominates (no incremental gain), or where category demand is too low to justify the investment. Allocations are made by retailer chain and region, not by store-level opportunity.
How it runs end-to-end.
A step-by-step walkthrough of what happens inside the platform — and the value delivered at each step.
- 01
Store opportunity scoring — Sales IQ
Every store is scored on a composite index: brand sales velocity × category growth × competitive intensity × promotional responsiveness × catchment purchasing power. Stores group into clusters: Defend (high share, high competitive threat — protect), Grow (low share, high demand, high PP — invest heavily), Maintain (stable share, moderate demand — minimal investment), Deprioritise (low demand, low PP — redirect spend).
Value deliveredEvery store classified by data, not by retailer chain or geography.
- 02
Promotional effectiveness analysis
Sales IQ measures the incremental impact of each promotion type (multi-buy, price cut, display, flyer) by store cluster, separating real incremental volume from forward-buying. Multi-buy in Grow stores generates 3.2x incremental volume vs. 0.8x in Maintain. Price cuts in Defend stores generate 2.1x — necessary to hold share against competitor activity.
Value deliveredKnow which promotion works in which store type. Stop running the same promotion everywhere.
- 03
Retail media amplification
For Grow stores, pair trade promotions with hyperlocal retail media: DOOH near the store, mobile push through retailer loyalty apps, CTV to households in the catchment postcodes. Promotions amplified with retail media generate 2.4x the incremental volume of promotions without media support.
Value deliveredTrade and media budgets coordinated for maximum impact, not operating in silos.
Benchmark ranges.
Drawn from the platform's capabilities. Use as projections, not guarantees.
- Trade spend waste reduction
- 25–40%
- Incremental volume from reallocation
- +15–25%
- Promotion + media amplification lift
- 2–3x vs. promotion alone
Keep reading.
Defending market share against a competitor attack.
Detect share decline within a week, diagnose the cause in seconds, and ship a hyperlocal response campaign in days — not the 12–16 weeks a traditional brief would take.
Launching a new product into the right postcodes — not the entire country.
A €2M, 12-week launch for a premium organic SKU. Find the postcodes with the right combination of category growth, purchasing power, distribution and weak competition — and concentrate the budget there.
Proving advertising ROI to the CFO — in finance language.
Replace impression decks with reports the CFO actually reads: incremental units sold, cost per unit, ROAS at the product level — validated by matching exposure to retailer transactions.
Winning back lapsed shoppers — segmented by why they lapsed.
340,000 loyalty-identified shoppers haven't purchased in 90 days. Each represents €45 a year. Segment by lapse reason, run three parallel campaigns, and recover real revenue measured against retailer transactions.