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13.001C2.44869 13.001 2.00098 12.5533 2.00098 12.001C2.00098 11.4487 2.44869 11.001 3.00098 11.001L16.0652 11.001L10.9947 5.48513Z" fill="#414547"></path></svg></a><p class="pt-l3 text-textSubtle text-pretty text-sm">We&#x27;re connecting manufacturers and distributors to retailers, foodservice operators and end consumers</p></div></div><div class="grid w-9/12 grid-cols-3 gap-x-l13 pl-l7 text-pretty"><div><a href="/agcg/en-us/consumer-goods/trade-promotion-management-software" class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 no-underline" target="_self" rel="noreferrer" tabindex="-1"><span>Trade promotion management</span></a></div><div><a href="/agcg/en-us/consumer-goods/sales-enablement-software" class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 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10.912 19.7807C10.4276 19.3469 10.7763 18.7498 10.9947 18.5113L16.0711 13.001L3.00098 13.001C2.44869 13.001 2.00098 12.5533 2.00098 12.001C2.00098 11.4487 2.44869 11.001 3.00098 11.001L16.0652 11.001L10.9947 5.48513Z" fill="#414547"></path></svg></a><p class="pt-l3 text-textSubtle text-pretty text-sm">Improving animal health and expanding the limits of production and profitability</p></div></div><div class="grid w-9/12 grid-cols-3 gap-x-l13 pl-l7 text-pretty"><div><a class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 no-underline" target="_self" tabindex="-1" href="/agcg/en-us/animal-agriculture/cow-calf-producers"><span>Cow calf producers</span></a></div><div><a class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 no-underline" target="_self" tabindex="-1" 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18.5113L16.0711 13.001L3.00098 13.001C2.44869 13.001 2.00098 12.5533 2.00098 12.001C2.00098 11.4487 2.44869 11.001 3.00098 11.001L16.0652 11.001L10.9947 5.48513Z" fill="#414547"></path></svg></a><p class="pt-l3 text-textSubtle text-pretty text-sm"></p></div></div><div class="grid w-9/12 grid-cols-3 gap-x-l13 pl-l7 text-pretty"><div><a class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 no-underline" target="_self" tabindex="-1" href="/agcg/en-us/giving-back"><span>Giving Back</span></a></div><div><a class="body-md py-l3 text-standard hover:text-subtle block w-full hover:underline  transition-all duration-200 ease-in group inline-flex flex-row items-center gap-l1 no-underline" target="_self" tabindex="-1" href="/agcg/en-us/careers"><span>Careers</span></a></div></div><button class="top-l4 absolute right-0" tabindex="-1" aria-label="Close"><div class=""><svg 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style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/9ULOhdTYzIyHDVcijvEBL/a2dd99834fa76dd72834bdf2282ae8a4/POI_TELUS_Consumer_Goods_Awards.png?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-full md:w-5/12"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/telus-cpg-poi-awards-2025" class="hover:underline block decoration-2"><h2 class="text-textDark md:pb-l4 h2 md:display3">TELUS Consumer Goods wins 7 Best-in-Class Category Distinctions from Promotion Optimization Institute</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/telus-cpg-poi-awards-2025"><div><p class="link-alt arrow no-wrap m-0">Learn how TELUS Consumer Goods earned seven Best-in-Class Category Distinctions in the 2025 POI Vendor Panorama report, marking four consecutive years of industry recognition for our innovative CPG solutions across enterprise planning, trade promotion management and retail execution.</p></div></a></div></div></div></div></div><div><span class="lg:hidden w-full my-l7 block h-[0.5px] bg-bgLight"></span><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:hidden"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/tpm-highland-baking"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Ciabatta bread from Highland Bakery." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/tpm-highland-baking" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">How claims management delivered $2.31M for Highland Baking</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/tpm-highland-baking"><div><p class="link-alt arrow no-wrap m-0">Uncover how Highland Baking Company achieved $2.31M in claims recovery with TELUS Trade Promotion Management, automating deduction processes and transforming manual operations into strategic revenue recovery.</p></div></a></div></div></div></div></div><div class="hidden lg:block"><div class="h-full mb-l6 md:mb-0 w-full"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/tpm-highland-baking"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Ciabatta bread from Highland Bakery." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=640 640w, 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https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-full"><div class="relative mt-l6"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/tpm-highland-baking" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">How claims management delivered $2.31M for Highland Baking</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/tpm-highland-baking"><div><p class="link-alt arrow no-wrap m-0">Uncover how Highland Baking Company achieved $2.31M in claims recovery with TELUS Trade Promotion Management, automating deduction processes and transforming manual operations into strategic revenue recovery.</p></div></a></div></div></div></div></div></div><div><span class="lg:hidden w-full my-l7 block h-[0.5px] bg-bgLight"></span><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:hidden"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/food-compliance-welchs-telus"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="A close up of a person’s hands grasping a bunch of ripe purple grapes

" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/3zFU7SpfIF2QD4yOhTQl4N/ae97252b485afca95721a8dc3e6434fb/Welchs_food_compliance_telus.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/news-updates">News &amp; updates</a><a href="/agcg/en-us/blog-resources/food-compliance-welchs-telus" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Food compliance bears fruit with TELUS-Welch&#x27;s breakthrough partnership</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/food-compliance-welchs-telus"><div><p class="link-alt arrow no-wrap m-0">TELUS and Welch&#x27;s forge groundbreaking 10-year deal, setting new standards for food industry compliance and supply chain innovation.</p></div></a></div></div></div></div></div><div class="hidden lg:block"><div class="h-full mb-l6 md:mb-0 w-full"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/food-compliance-welchs-telus"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="A close up of a person’s hands grasping a bunch of ripe purple grapes

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my-l7 block h-[0.5px] bg-bgLight"></span><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:hidden"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Agronomist and grower using agronomy software in the field" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=640 640w, 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https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/agriculture">Agriculture</a><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Agronomy software company comparison</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision"><div><p class="link-alt arrow no-wrap m-0">Compare TELUS Agronomy software to other agronomy tools and find out what makes it a better choice for your operation.</p></div></a></div></div></div></div></div><div class="hidden lg:block"><div class="h-full mb-l6 md:mb-0 w-full"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Agronomist and grower using agronomy software in the field" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/3etEJCN1AEgZaqF8QN1cVj/8d98b04bd6a05aa509175225b706ecfb/Agronomy_software_comparison_final.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div><div class="top-[-13px] absolute -left-l2 shadow-[0px_2px_2px_-1px_rgba(0,0,0,0.3)] bg-bgBrand rounded-tl-[6px] rounded-tr-[4px] rounded-br-[4px]"><div class="absolute top-26 z-fab"><div><img alt="" aria-hidden="true" loading="lazy" width="8" height="8" decoding="async" data-nimg="1" class="!bg-none " style="color:transparent" src="/agcg/_next/static/media/ribbon-curl-default.ac3ed578.svg"/></div></div><span class="inline-block font-bold py-l1 px-l6 text-[12px] text-textInverse">Featured</span></div></div></div><div class="w-full"><div class="relative mt-l6"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/agriculture">Agriculture</a><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Agronomy software company comparison</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/agronomy-software-company-comparision"><div><p class="link-alt arrow no-wrap m-0">Compare TELUS Agronomy software to other agronomy tools and find out what makes it a better choice for your operation.</p></div></a></div></div></div></div></div></div></div></div></div><div class="container-p"><div class="pt-l8 md:pt-l11 mb-l6 md:mb-l7"><h2 class="h4 md:h2 mb-l6 md:mb-l8 !text-textDark">Latest resources</h2><ul><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/what-is-trade-promotion-management"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="In a grocery store, a woman in an apron utilizes a tablet for trade promotion management tasks" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" 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href="/agcg/en-us/blog-resources/category/agriculture">Agriculture</a><a href="/agcg/en-us/blog-resources/data-driven-agronomy" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Stop selling jugs: Why data-driven agronomy beats commodity selling every time.</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/data-driven-agronomy"><div><p class="link-alt arrow no-wrap m-0">Stop competing on commodity pricing and start delivering verified outcomes. Use TELUS Agronomy to turn field data into ROI, build grower loyalty and become an essential strategic advisor.
</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/cpg-cogs-optimization"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Two colleagues analyzing data on a tablet to support cpg cogs optimization efforts." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/3RY80DSTwHNxRTVv7o2xBH/04877077c55cd1921f56085ec5686015/colleagues-analyze-cpg-cogs-data.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/cpg-cogs-optimization" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">How demand planners optimize CPG COGS for margin growth</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/cpg-cogs-optimization"><div><p class="link-alt arrow no-wrap m-0">COGS is more than a supply chain metric. Discover how demand planners use TPM data to lower COGS and protect brand profitability.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/foodservice-data"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Woman analyzing foodservice data before making sales calls" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/1b5mtfH4HRW6WjSVxnkUaR/12635ff4897f8fcc4c4c257d7a9f520d/Woman-analyzing-foodservice-data.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/foodservice-data" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Optimizing foodservice data: from insights to sales growth</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/foodservice-data"><div><p class="link-alt arrow no-wrap m-0">Bridge the visibility gap in foodservice by unifying disparate data from distributors and operators to find your next sales opportunity.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/food-traceability"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Man in a green hat using a tablet in a greenhouse, showcasing US food traceability software in action." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/2CIDSy0uH9e6X4JPkSaUC3/a13d446b1c815e72dbac5e1983aab6e9/US_food_traceability_software.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/agriculture">Agriculture</a><a href="/agcg/en-us/blog-resources/food-traceability" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">Modern food traceability software for food businesses</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/food-traceability"><div><p class="link-alt arrow no-wrap m-0">Discover how modern traceability software digitizes manual processes and improves food safety.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/foodservice-operations-data-management"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="A foodservice manufacturer discussing sales of products in a restaurant chain.

" loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/27efCvl0RJ1VXMkyh3xJKy/11d9605346e683fe1ceb1f7656466767/snack-manufacturer-discussing-foodservice-sales-data-transformed.jpeg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/foodservice-operations-data-management" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">How a global snack manufacturer optimizes foodservice operations through data management</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/foodservice-operations-data-management"><div><p class="link-alt arrow no-wrap m-0">Discover how a global snack manufacturer overcame data fragmentation in their foodservice operations to improve sales performance and identify new revenue opportunities.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/dairy-health-management-services"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="A man stands in front of cows, holding a tablet and observing the animals in a farm setting." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/619hMsUKEpYVEtvabYb2kB/d1ac9f66ec27764865c5e24da6ec77e8/Dairy-Health-cattle-management.png?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/animal-agriculture">Animal agriculture</a><a href="/agcg/en-us/blog-resources/dairy-health-management-services" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">TELUS Agriculture &amp; Consumer Goods welcomes Dairy Health &amp; Management Services team members and clients </h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/dairy-health-management-services"><div><p class="link-alt arrow no-wrap m-0">Dairy Health &amp; Management Services is now part of TELUS Agriculture &amp; Consumer Goods, expanding our animal health and data solutions portfolio.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/ai-retail-cpg"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="A man and woman, working with AI in CPG, are engaged with a tablet while shopping in a grocery store aisle." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/ai-retail-cpg" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">AI in retail: Use cases and prompts for CPG professionals</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/ai-retail-cpg"><div><p class="link-alt arrow no-wrap m-0">Discover how AI-powered prompts help CPG professionals improve promotional strategy and drive stronger customer engagement and marketing performance.</p></div></a></div></div></div></div></div></li><li class="py-l6 md:py-l7 first:pt-0 border-solid border-b border-borderLight"><div class="flex gap-x-l5 sm:gap-x-l6 md:gap-x-l7 lg:gap-x-l8"><div class="h-full mb-l6 md:mb-0 w-5/12 md:w-1/3"><div class="relative"><div class="w-full overflow-clip rounded-[4px]"><div class="transform transition-transform duration-500 ease-in-out hover:scale-105 aspect-[16/10]"><a href="/agcg/en-us/blog-resources/real-time-retail-execution-strategy"><span class="block aspect-w-16 aspect-h-10 overflow-hidden"><div><img alt="Sales representative using a tablet for real time retail execution and shelf compliance in a supermarket." loading="lazy" decoding="async" data-nimg="fill" class="object-cover !bg-none" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent" sizes="100vw" srcSet="https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=640 640w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=750 750w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=828 828w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=1080 1080w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=1200 1200w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=1920 1920w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=2048 2048w, https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a 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https://images.ctfassets.net/x9vf49eb1fms/Devol6OOCCsVe3vUkMLer/d24e3ca7041c9c71e154988ca76d4abf/A_man_and_woman_walking_in_a_travel_retail_environment.jpg?fm=webp&amp;w=3840 3840w" src="https://images.ctfassets.net/x9vf49eb1fms/Devol6OOCCsVe3vUkMLer/d24e3ca7041c9c71e154988ca76d4abf/A_man_and_woman_walking_in_a_travel_retail_environment.jpg?fm=webp&amp;w=3840"/></div></span></a></div></div></div></div><div class="w-7/12 md:w-2/3"><div class="relative lg:top-1/2 lg:-translate-y-1/2"><a class="body-eyebrow mb-l2 hover:underline" href="/agcg/en-us/blog-resources/category/consumer-goods">Consumer goods</a><a href="/agcg/en-us/blog-resources/global-travel-retail-market" class="hover:underline block"><h2 class="text-textDark md:pb-l4 text-md sm:text-lg lg:text-xl pt-l1 font-medium">The global travel retail market: Identifying white space with unified data</h2></a><div class="hidden md:block"><div class=""><a href="/agcg/en-us/blog-resources/global-travel-retail-market"><div><p 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We recognize the land and the benefits it provides all of us, as an act of reconciliation, as recommended by the Truth and Reconciliation Commission’s (TRC) 94 Calls to Action and express gratitude to those whose territory we reside on, work on or are visiting. 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See how consumer goods companies maximize revenue recovery.","keywords":["Claim management","Deduction management","Consumer goods","Trade promotion management","Claims recovery","Deduction management system","Deduction management process","Operational efficiency","Claims processing","Resolving deductions","Consumer goods companies"],"isIndexed":true},"title":"How claims management delivered $2.31M for Highland Baking","lastUpdated":"2025-10-03","categories":[{"_id":"2mV5bbEr66e9ndV5t8FT8q","_metadata":{"type":"category","revision":193,"createdAt":1694624762060,"updatedAt":1774886729966},"id":"consumer-goods","name":"Consumer goods"}],"excerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Uncover how Highland Baking Company achieved $2.31M in claims recovery with TELUS Trade Promotion Management, automating deduction processes and transforming manual operations into strategic revenue recovery.","marks":[]}]}],"image":{"_id":"59wLi9mSGD6wRQGbp2tphS","_metadata":{"type":"image","revision":8,"createdAt":1759517198050,"updatedAt":1773241446940},"id":"Ciabatta bread from Highland Bakery high res optimized 300","description":"Ciabatta bread from Highland Bakery.","source":{"_id":"7xb6BBE5SUwvi4rYsbFH34","url":"//images.ctfassets.net/x9vf49eb1fms/7xb6BBE5SUwvi4rYsbFH34/281ad93f42195fb1d134e6a80983aa28/Ciabatta_bread_from_Highland_Bakery_high_res_optimized_300.jpg","title":"Ciabatta bread from Highland Bakery high res optimized 300","description":"Ciabatta bread from Highland Bakery.","contentType":"image/jpeg","dimensions":{"width":1239,"height":826},"size":293638,"version":8}},"description":"Uncover how Highland Baking Company achieved $2.31M in claims recovery with TELUS Trade Promotion Management, automating deduction processes and transforming manual operations into strategic revenue recovery.","body":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary: claims management automation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers are facing increasing pressure to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"optimize trade promotion management and maximize revenue recovery","marks":["underline"]}]},{"nodeType":"text","value":". In today's marketplace, consumer goods companies must implement effective claims management systems to protect profit margins.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://highlandbaking.com/"},"content":[{"nodeType":"text","value":"Highland Baking Company","marks":["underline"]}]},{"nodeType":"text","value":" exemplified this challenge when the family-owned bakery transitioned from unique customer pricing to standardized pricing methodology, requiring a robust automated claims management process. By implementing ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"transformed their time-intensive deduction processes into streamlined operations","marks":["underline"]}]},{"nodeType":"text","value":", enabling systematic deduction management and consistent repayment agreements with major distributors. This case study demonstrates how automated trade promotion management can deliver measurable revenue recovery while eliminating operational inefficiencies for consumer goods companies.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Software used","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$2.31M+ revenue recovery: ","marks":["bold"]},{"nodeType":"text","value":"Achieved over $2.31M in total claims recovery over two years, with $962K recovered in the first year alone","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proven recovery rate: ","marks":["bold"]},{"nodeType":"text","value":"Systematic deduction management delivering consistent repayment agreements with major distributors","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Eliminated manual processing: ","marks":["bold"]},{"nodeType":"text","value":"Converted time-intensive backup documentation into automated daily system engagement and strategic focus","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"About Highland Baking Company","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Highland Baking Company is a family-owned and operated bakery that specializes in customized bread products for chain and national accounts in the foodservice sector. As a growing consumer goods company, they serve major distributors including Sysco, US Foods and Reinhart. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Managing these complex distribution relationships requires sophisticated management systems to handle trade promotion agreements and deduction management processes effectively.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge: Building effective claims management from manual processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before implementing trade promotion management (TPM) with a claims management system, Highland Baking priced every customer uniquely. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With the transition to standardized pricing and anticipated deductions, an automated solution became essential since they operated as a \"one woman show.\" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The manual deduction management process often caught the team off guard with unexpected deductions. Highland Baking needed a way to systematically validate deductions against actual sales volumes and implement effective deduction management processes ahead of quarterly settlements.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"390ZjBw8f6uKTDQjmjUW0X","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919558,"updatedAt":1773241446972},"id":"Karen-Holansky-Highland-Baking-Company","heading":"\"Without TELUS, I would not have been able to collect the significant amount of money recovered. The system has completely transformed our approach and has been a huge driver for growth at Highland Baking Company.”","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The solution: Using TELUS Trade Promotion Management for comprehensive claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management significantly improved Highland Baking's approach to claims management and deduction resolution. The solution enabled them to implement systematic management processes and achieve significant claims recovery through automated deduction management.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/building-the-business-case-for-a-trade-promotion-solution"},"content":[{"nodeType":"text","value":"By implementing TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking harmonized their trade promotion data into unified reporting. This gave the company real-time visibility into all deduction management activities.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By harmonizing trade promotion data and automating deduction validation, TELUS helped Highland Baking manage the complex web of volume discounts, promotional agreements and trade terms with their distributor partners. Creating a quick way to validate legitimate claims and maintain strong distributor relationships. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key implementation features","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The integrated claims management platform provided Highland Baking with:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"End-to-end comprehensive ","marks":["bold"]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-spends-funds-management"},"content":[{"nodeType":"text","value":"trade spend management","marks":["underline","bold"]}]},{"nodeType":"text","value":":","marks":["bold"]},{"nodeType":"text","value":" Planning, forecasting, margin analysis, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/how-tpm-can-help-improve-accrual-spend-liability"},"content":[{"nodeType":"text","value":"accruals","marks":["underline"]}]},{"nodeType":"text","value":", settlements/deductions/claims and reporting","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automated claims processing: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined claim submission and tracking capabilities for efficient deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive deduction management:","marks":["bold"]},{"nodeType":"text","value":" Systematic approach to identifying and processing billbacks with reduced deduction resolution time","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Advanced reporting: ","marks":["bold"]},{"nodeType":"text","value":"Tableau-based reporting suite including rebill reports and KPI dashboards for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Account management support","marks":["bold"]},{"nodeType":"text","value":": Dedicated TELUS support team providing responsive assistance ","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6jp13Lx5CHyGSzMCZ1damN","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919597,"updatedAt":1773241447001},"id":"Karen-Holansky-Highland-Baking-Company2","heading":"\"Support from the TELUS account management team is excellent – they’re always responsive with thorough detail. Our interactions are 10/10.\" ","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"3XRfurEHYZU5AI0w516K7Y","_metadata":{"type":"cta","revision":7,"createdAt":1759518919616,"updatedAt":1773241446348},"id":"business-case-tpm","ctaType":"Embedded Image CTA","title":"Make the case for a new trade promotion solution","link":{"_id":"98BcRhr0bG7IhmKXl45NK","_metadata":{"type":"link","revision":11,"createdAt":1738349567938,"updatedAt":1773241446379},"id":"cpg-guide","title":"Download the guide","url":"/2025-cpg-industry-guide-data-analytics-ai-integration-na","isExternal":false},"image":{"_id":"4wzm6MZyhws9XqIVJa11VV","_metadata":{"type":"image","revision":11,"createdAt":1738349567684,"updatedAt":1773241446410},"id":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","source":{"_id":"6dVsaesxlMAhYnAZW1NNzF","url":"//images.ctfassets.net/x9vf49eb1fms/6dVsaesxlMAhYnAZW1NNzF/2c8de0b061741e0384e25e589548673e/Team-collaborating-on-how-to-use-artificial-intelligence-in-their-business__1_.jpg","title":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","contentType":"image/jpeg","dimensions":{"width":4096,"height":2160},"size":246455,"version":11}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The results: Achieving exceptional claims recovery through advanced claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Implementing TELUS Trade Promotion Management (TPM)","marks":["underline"]}]},{"nodeType":"text","value":" revolutionized Highland Baking's claims management capabilities and deduction resolution processes. The impact of comprehensive claims management is felt across multiple areas of the business, delivering measurable improvements in revenue recovery and operational efficiency:","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Financial results through claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.73 million in claims recovery from a single vendor over 2+ years through systematic deduction management ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$962K recovered in the first year alone using automated claims management processes","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.17M recovered in the second year demonstrating sustained claims recovery performance","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$500K+ additional recoveries found using TELUS Trade Promotion Management capabilities","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Operational Improvements in claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Process transformation: ","marks":["bold"]},{"nodeType":"text","value":"Shifted from manual claims processing to strategic rebill process management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reduced deduction resolution time: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined management processes enabling faster claims recovery","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Enhanced productivity:","marks":["bold"]},{"nodeType":"text","value":" Daily system engagement with persistent collections follow-up for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved contract management: ","marks":["bold"]},{"nodeType":"text","value":"Faster contract distribution supporting better trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory optimization:","marks":["bold"]},{"nodeType":"text","value":" Condensed inventory lists and discontinued underperforming items","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"System performance for claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive reporting: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined reporting for stakeholders supporting management systems oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Daily user adoption:","marks":["bold"]},{"nodeType":"text","value":" Consistent system usage enabling proactive claims management and deduction resolution","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Implementation success factors for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The TELUS Trade Promotion Management implementation successfully transformed Highland Baking's deduction management system across multiple operational areas. The solution provided comprehensive claims management capabilities enabling systematic approaches to resolving deductions and implementing effective management processes.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The automated deduction management system became essential for operational efficiency and revenue protection.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4ugaRTcwtlElJSJPNp4uB8","_metadata":{"type":"blockQuote","revision":7,"createdAt":1759518323641,"updatedAt":1773241447032},"id":"Karen-Holansky-Highland-Baking-Company3","heading":"\"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.\"","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways for consumer goods companies on claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This case study demonstrates how TELUS Trade Promotion Management can transform claims management for consumer goods companies by converting:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manual deduction management processes into automated, efficient management systems","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Limited claims recovery visibility into comprehensive deduction management oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reactive claims processing into proactive trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Time-intensive manual processes into streamlined deduction resolution workflows","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management delivers measurable revenue recovery for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management has helped consumer goods companies worldwide recover substantial lost revenue through automated claims management and sophisticated deduction management systems. Our comprehensive platform transforms manual processes into streamlined operations that help deliver measurable financial results across complex distribution networks.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Ready to recover lost revenue like Highland Baking?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Discover how ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":"'s automated claims processing can help you reclaim lost revenue from erroneous deductions and transform your bottom line with proven recovery results.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5CDkND7SwerliLZaJJCCOU","_metadata":{"type":"cta","revision":6,"createdAt":1759523804400,"updatedAt":1773241447047},"id":"POI Highland","ctaType":"Sticky CTA","title":"Maximize revenue with award-winning deductions management","subtitle":"TELUS Consumer Goods won Best-in-Class recognition for our deductions management platform. See how it can optimize your revenue performance.","link":{"_id":"aJ2p2mBomvcq4FYyYLDdU","_metadata":{"type":"link","revision":17,"createdAt":1745286603364,"updatedAt":1773241447084},"id":"poi-cta","title":" Discover our award-winning technology","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"promotions":[{"_id":"3gXzL0x0mZqVUnN3ne4X79","_metadata":{"type":"promotion","revision":9,"createdAt":1759345450322,"updatedAt":1773241446563},"id":"1440-case-study","title":"How 1440 Foods is building a stronger trade promotion program with TELUS TPM","image":{"_id":"2ZAKJ7RRMnNW0bo88HIb88","_metadata":{"type":"image","revision":10,"createdAt":1752589317447,"updatedAt":1773241446595},"id":"1440 foods","description":"A man pours a thick shake into a blender, preparing to mix the ingredients for a smoothie.","source":{"_id":"6yGFoQHqxKRpzXIP9auYqc","url":"//images.ctfassets.net/x9vf49eb1fms/6yGFoQHqxKRpzXIP9auYqc/506e03c1510c9e80133eb8253550b411/1440_foods_tpm.jpg","title":"1440 foods","description":"A man pours a thick shake into a blender, preparing to mix the ingredients for a smoothie.","contentType":"image/jpeg","dimensions":{"width":7840,"height":4573},"size":361028,"version":10}},"link":{"_id":"JnDmDkrM8nMZqTJaq9j1G","_metadata":{"type":"link","revision":11,"createdAt":1759245149228,"updatedAt":1773241446624},"id":"1440-foods-case-study","title":"Read the case study","url":"/blog-resources/trade-promotion-management-1440-foods","isExternal":false}},{"_id":"24wtVCDSi3J42FjRKvNZZA","_metadata":{"type":"promotion","revision":8,"createdAt":1759345406992,"updatedAt":1773241447113},"id":"tpm-guide","title":"The ultimate guide to choosing trade promotion management software","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"4GpW1URLlTrSPtDzQcot1L","_metadata":{"type":"link","revision":8,"createdAt":1759345400458,"updatedAt":1773241447142},"id":"ultimate-guide-to-choosing-tpm","title":"Start your TPM journey","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}}],"countryOverrides":[{"_id":"33eUj8Ev2Truyig1mzAfZv","_metadata":{"type":"blogPostRegionOverride","revision":10,"createdAt":1759518834771,"updatedAt":1773241447160},"name":"Highlands UK","country":"UK","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary: claims management automation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers are facing increasing pressure to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"optimise trade promotion management and maximise revenue recovery","marks":["underline"]}]},{"nodeType":"text","value":". In today's marketplace, consumer goods companies must implement effective claims management systems to protect profit margins.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://highlandbaking.com/"},"content":[{"nodeType":"text","value":"Highland Baking Company","marks":["underline"]}]},{"nodeType":"text","value":" exemplified this challenge when the family-owned bakery transitioned from unique customer pricing to standardised pricing methodology, requiring a robust automated claims management process. By implementing ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"transformed their time-intensive deduction processes into streamlined operations","marks":["underline"]}]},{"nodeType":"text","value":", enabling systematic deduction management and consistent repayment agreements with major distributors. This case study demonstrates how automated trade promotion management can deliver measurable revenue recovery while eliminating operational inefficiencies for consumer goods companies.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Software used","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$2.31M+ revenue recovery: ","marks":["bold"]},{"nodeType":"text","value":"Achieved over $2.31M in total claims recovery over two years, with $962K recovered in the first year alone","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proven recovery rate: ","marks":["bold"]},{"nodeType":"text","value":"Systematic deduction management delivering consistent repayment agreements with major distributors","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Eliminated manual processing: ","marks":["bold"]},{"nodeType":"text","value":"Converted time-intensive backup documentation into automated daily system engagement and strategic focus","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"About Highland Baking Company","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Highland Baking Company is a family-owned and operated bakery that specialises in customised bread products for chain and national accounts in the foodservice sector. As a growing consumer goods company, they serve major distributors including Sysco, US Foods and Reinhart. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Managing these complex distribution relationships requires sophisticated management systems to handle trade promotion agreements and deduction management processes effectively.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge: Building effective claims management from manual processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before implementing trade promotion management (TPM) with a claims management system, Highland Baking priced every customer uniquely. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With the transition to standardised pricing and anticipated deductions, an automated solution became essential since they operated as a \"one woman show.\" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The manual deduction management process often caught the team off guard with unexpected deductions. Highland Baking needed a way to systematically validate deductions against actual sales volumes and implement effective deduction management processes ahead of quarterly settlements.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"390ZjBw8f6uKTDQjmjUW0X","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919558,"updatedAt":1773241446972},"id":"Karen-Holansky-Highland-Baking-Company","heading":"\"Without TELUS, I would not have been able to collect the significant amount of money recovered. The system has completely transformed our approach and has been a huge driver for growth at Highland Baking Company.”","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The solution: Using TELUS Trade Promotion Management for comprehensive claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management significantly improved Highland Baking's approach to claims management and deduction resolution. The solution enabled them to implement systematic management processes and achieve significant claims recovery through automated deduction management.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/building-the-business-case-for-a-trade-promotion-solution"},"content":[{"nodeType":"text","value":"By implementing TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking harmonised their trade promotion data into unified reporting. This gave the company real-time visibility into all deduction management activities.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By harmonising trade promotion data and automating deduction validation, TELUS helped Highland Baking manage the complex web of volume discounts, promotional agreements and trade terms with their distributor partners. Creating a quick way to validate legitimate claims and maintain strong distributor relationships. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key implementation features","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The integrated claims management platform provided Highland Baking with:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"End-to-end comprehensive ","marks":["bold"]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-spends-funds-management"},"content":[{"nodeType":"text","value":"trade spend management","marks":["underline","bold"]}]},{"nodeType":"text","value":":","marks":["bold"]},{"nodeType":"text","value":" Planning, forecasting, margin analysis, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/how-tpm-can-help-improve-accrual-spend-liability"},"content":[{"nodeType":"text","value":"accruals","marks":["underline"]}]},{"nodeType":"text","value":", settlements/deductions/claims and reporting","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automated claims processing: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined claim submission and tracking capabilities for efficient deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive deduction management:","marks":["bold"]},{"nodeType":"text","value":" Systematic approach to identifying and processing billbacks with reduced deduction resolution time","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Advanced reporting: ","marks":["bold"]},{"nodeType":"text","value":"Tableau-based reporting suite including rebill reports and KPI dashboards for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Account management support","marks":["bold"]},{"nodeType":"text","value":": Dedicated TELUS support team providing responsive assistance ","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6jp13Lx5CHyGSzMCZ1damN","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919597,"updatedAt":1773241447001},"id":"Karen-Holansky-Highland-Baking-Company2","heading":"\"Support from the TELUS account management team is excellent – they’re always responsive with thorough detail. Our interactions are 10/10.\" ","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"3XRfurEHYZU5AI0w516K7Y","_metadata":{"type":"cta","revision":7,"createdAt":1759518919616,"updatedAt":1773241446348},"id":"business-case-tpm","ctaType":"Embedded Image CTA","title":"Make the case for a new trade promotion solution","link":{"_id":"98BcRhr0bG7IhmKXl45NK","_metadata":{"type":"link","revision":11,"createdAt":1738349567938,"updatedAt":1773241446379},"id":"cpg-guide","title":"Download the guide","url":"/2025-cpg-industry-guide-data-analytics-ai-integration-na","isExternal":false},"image":{"_id":"4wzm6MZyhws9XqIVJa11VV","_metadata":{"type":"image","revision":11,"createdAt":1738349567684,"updatedAt":1773241446410},"id":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","source":{"_id":"6dVsaesxlMAhYnAZW1NNzF","url":"//images.ctfassets.net/x9vf49eb1fms/6dVsaesxlMAhYnAZW1NNzF/2c8de0b061741e0384e25e589548673e/Team-collaborating-on-how-to-use-artificial-intelligence-in-their-business__1_.jpg","title":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","contentType":"image/jpeg","dimensions":{"width":4096,"height":2160},"size":246455,"version":11}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The results: Achieving exceptional claims recovery through advanced claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Implementing TELUS Trade Promotion Management (TPM)","marks":["underline"]}]},{"nodeType":"text","value":" revolutionised Highland Baking's claims management capabilities and deduction resolution processes. The impact of comprehensive claims management is felt across multiple areas of the business, delivering measurable improvements in revenue recovery and operational efficiency:","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Financial results through claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.73 million in claims recovery from a single vendor over 2+ years through systematic deduction management ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$962K recovered in the first year alone using automated claims management processes","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.17M recovered in the second year demonstrating sustained claims recovery performance","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$500K+ additional recoveries found using TELUS Trade Promotion Management capabilities","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Operational Improvements in claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Process transformation: ","marks":["bold"]},{"nodeType":"text","value":"Shifted from manual claims processing to strategic rebill process management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reduced deduction resolution time: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined management processes enabling faster claims recovery","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Enhanced productivity:","marks":["bold"]},{"nodeType":"text","value":" Daily system engagement with persistent collections follow-up for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved contract management: ","marks":["bold"]},{"nodeType":"text","value":"Faster contract distribution supporting better trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory optimisation:","marks":["bold"]},{"nodeType":"text","value":" Condensed inventory lists and discontinued underperforming items","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"System performance for claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive reporting: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined reporting for stakeholders supporting management systems oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Daily user adoption:","marks":["bold"]},{"nodeType":"text","value":" Consistent system usage enabling proactive claims management and deduction resolution","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Implementation success factors for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The TELUS Trade Promotion Management implementation successfully transformed Highland Baking's deduction management system across multiple operational areas. The solution provided comprehensive claims management capabilities enabling systematic approaches to resolving deductions and implementing effective management processes.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The automated deduction management system became essential for operational efficiency and revenue protection.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4ugaRTcwtlElJSJPNp4uB8","_metadata":{"type":"blockQuote","revision":7,"createdAt":1759518323641,"updatedAt":1773241447032},"id":"Karen-Holansky-Highland-Baking-Company3","heading":"\"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.\"","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways for consumer goods companies on claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This case study demonstrates how TELUS Trade Promotion Management can transform claims management for consumer goods companies by converting:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manual deduction management processes into automated, efficient management systems","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Limited claims recovery visibility into comprehensive deduction management oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reactive claims processing into proactive trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Time-intensive manual processes into streamlined deduction resolution workflows","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management delivers measurable revenue recovery for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management has helped consumer goods companies worldwide recover substantial lost revenue through automated claims management and sophisticated deduction management systems. Our comprehensive platform transforms manual processes into streamlined operations that help deliver measurable financial results across complex distribution networks.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Ready to recover lost revenue like Highland Baking?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Discover how ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":"'s automated claims processing can help you reclaim lost revenue from erroneous deductions and transform your bottom line with proven recovery results.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5W2TlelseUq5WAIsDmir2e","_metadata":{"type":"cta","revision":6,"createdAt":1759523887397,"updatedAt":1773241447178},"id":"POI CTA EMEA Highland","ctaType":"Sticky CTA","title":"Maximise revenue with award-winning deductions management","subtitle":"TELUS Consumer Goods won Best-in-Class recognition for our deductions management platform. See how it can optimise your revenue performance","link":{"_id":"aJ2p2mBomvcq4FYyYLDdU","_metadata":{"type":"link","revision":17,"createdAt":1745286603364,"updatedAt":1773241447084},"id":"poi-cta","title":" Discover our award-winning technology","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"kuRptdM1jUj594A7cSCs1","_metadata":{"type":"blogPostRegionOverride","revision":10,"createdAt":1759518862944,"updatedAt":1773241447193},"name":"Highlands IE","country":"Ireland","blogPostBody":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Executive summary: claims management automation ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers are facing increasing pressure to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"optimise trade promotion management and maximise revenue recovery","marks":["underline"]}]},{"nodeType":"text","value":". In today's marketplace, consumer goods companies must implement effective claims management systems to protect profit margins.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://highlandbaking.com/"},"content":[{"nodeType":"text","value":"Highland Baking Company","marks":["underline"]}]},{"nodeType":"text","value":" exemplified this challenge when the family-owned bakery transitioned from unique customer pricing to standardised pricing methodology, requiring a robust automated claims management process. By implementing ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"transformed their time-intensive deduction processes into streamlined operations","marks":["underline"]}]},{"nodeType":"text","value":", enabling systematic deduction management and consistent repayment agreements with major distributors. This case study demonstrates how automated trade promotion management can deliver measurable revenue recovery while eliminating operational inefficiencies for consumer goods companies.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Software used","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$2.31M+ revenue recovery: ","marks":["bold"]},{"nodeType":"text","value":"Achieved over $2.31M in total claims recovery over two years, with $962K recovered in the first year alone","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proven recovery rate: ","marks":["bold"]},{"nodeType":"text","value":"Systematic deduction management delivering consistent repayment agreements with major distributors","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Eliminated manual processing: ","marks":["bold"]},{"nodeType":"text","value":"Converted time-intensive backup documentation into automated daily system engagement and strategic focus","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"About Highland Baking Company","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Highland Baking Company is a family-owned and operated bakery that specialises in customised bread products for chain and national accounts in the foodservice sector. As a growing consumer goods company, they serve major distributors including Sysco, US Foods and Reinhart. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Managing these complex distribution relationships requires sophisticated management systems to handle trade promotion agreements and deduction management processes effectively.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge: Building effective claims management from manual processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before implementing trade promotion management (TPM) with a claims management system, Highland Baking priced every customer uniquely. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With the transition to standardised pricing and anticipated deductions, an automated solution became essential since they operated as a \"one woman show.\" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The manual deduction management process often caught the team off guard with unexpected deductions. Highland Baking needed a way to systematically validate deductions against actual sales volumes and implement effective deduction management processes ahead of quarterly settlements.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"390ZjBw8f6uKTDQjmjUW0X","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919558,"updatedAt":1773241446972},"id":"Karen-Holansky-Highland-Baking-Company","heading":"\"Without TELUS, I would not have been able to collect the significant amount of money recovered. The system has completely transformed our approach and has been a huge driver for growth at Highland Baking Company.”","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The solution: Using TELUS Trade Promotion Management for comprehensive claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management significantly improved Highland Baking's approach to claims management and deduction resolution. The solution enabled them to implement systematic management processes and achieve significant claims recovery through automated deduction management.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/building-the-business-case-for-a-trade-promotion-solution"},"content":[{"nodeType":"text","value":"By implementing TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking harmonised their trade promotion data into unified reporting. This gave the company real-time visibility into all deduction management activities.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By harmonising trade promotion data and automating deduction validation, TELUS helped Highland Baking manage the complex web of volume discounts, promotional agreements and trade terms with their distributor partners. Creating a quick way to validate legitimate claims and maintain strong distributor relationships. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key implementation features","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The integrated claims management platform provided Highland Baking with:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"End-to-end comprehensive ","marks":["bold"]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-spends-funds-management"},"content":[{"nodeType":"text","value":"trade spend management","marks":["underline","bold"]}]},{"nodeType":"text","value":":","marks":["bold"]},{"nodeType":"text","value":" Planning, forecasting, margin analysis, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/how-tpm-can-help-improve-accrual-spend-liability"},"content":[{"nodeType":"text","value":"accruals","marks":["underline"]}]},{"nodeType":"text","value":", settlements/deductions/claims and reporting","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automated claims processing: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined claim submission and tracking capabilities for efficient deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive deduction management:","marks":["bold"]},{"nodeType":"text","value":" Systematic approach to identifying and processing billbacks with reduced deduction resolution time","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Advanced reporting: ","marks":["bold"]},{"nodeType":"text","value":"Tableau-based reporting suite including rebill reports and KPI dashboards for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Account management support","marks":["bold"]},{"nodeType":"text","value":": Dedicated TELUS support team providing responsive assistance ","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6jp13Lx5CHyGSzMCZ1damN","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919597,"updatedAt":1773241447001},"id":"Karen-Holansky-Highland-Baking-Company2","heading":"\"Support from the TELUS account management team is excellent – they’re always responsive with thorough detail. 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The impact of comprehensive claims management is felt across multiple areas of the business, delivering measurable improvements in revenue recovery and operational efficiency:","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Financial results through claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.73 million in claims recovery from a single vendor over 2+ years through systematic deduction management ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$962K recovered in the first year alone using automated claims management processes","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.17M recovered in the second year demonstrating sustained claims recovery performance","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$500K+ additional recoveries found using TELUS Trade Promotion Management capabilities","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Operational Improvements in claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Process transformation: ","marks":["bold"]},{"nodeType":"text","value":"Shifted from manual claims processing to strategic rebill process management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reduced deduction resolution time: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined management processes enabling faster claims recovery","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Enhanced productivity:","marks":["bold"]},{"nodeType":"text","value":" Daily system engagement with persistent collections follow-up for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved contract management: ","marks":["bold"]},{"nodeType":"text","value":"Faster contract distribution supporting better trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory optimisation:","marks":["bold"]},{"nodeType":"text","value":" Condensed inventory lists and discontinued underperforming items","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"System performance for claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive reporting: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined reporting for stakeholders supporting management systems oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Daily user adoption:","marks":["bold"]},{"nodeType":"text","value":" Consistent system usage enabling proactive claims management and deduction resolution","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Implementation success factors for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The TELUS Trade Promotion Management implementation successfully transformed Highland Baking's deduction management system across multiple operational areas. The solution provided comprehensive claims management capabilities enabling systematic approaches to resolving deductions and implementing effective management processes.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The automated deduction management system became essential for operational efficiency and revenue protection.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4ugaRTcwtlElJSJPNp4uB8","_metadata":{"type":"blockQuote","revision":7,"createdAt":1759518323641,"updatedAt":1773241447032},"id":"Karen-Holansky-Highland-Baking-Company3","heading":"\"Processing claims used to consume so much of my time. This system has completely shifted my workload. 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Our comprehensive platform transforms manual processes into streamlined operations that help deliver measurable financial results across complex distribution networks.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Ready to recover lost revenue like Highland Baking?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Discover how ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":"'s automated claims processing can help you reclaim lost revenue from erroneous deductions and transform your bottom line with proven recovery results.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5W2TlelseUq5WAIsDmir2e","_metadata":{"type":"cta","revision":6,"createdAt":1759523887397,"updatedAt":1773241447178},"id":"POI CTA EMEA Highland","ctaType":"Sticky CTA","title":"Maximise revenue with award-winning deductions management","subtitle":"TELUS Consumer Goods won Best-in-Class recognition for our deductions management platform. See how it can optimise your revenue performance","link":{"_id":"aJ2p2mBomvcq4FYyYLDdU","_metadata":{"type":"link","revision":17,"createdAt":1745286603364,"updatedAt":1773241447084},"id":"poi-cta","title":" Discover our award-winning technology","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"GM8slEMaudq33x24bwLBU","_metadata":{"type":"blogPostRegionOverride","revision":9,"createdAt":1759518883699,"updatedAt":1773241447212},"name":"Highlands AU","country":"Australia","blogPostBody":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Executive summary: claims management automation ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers are facing increasing pressure to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"optimise trade promotion management and maximise revenue recovery","marks":["underline"]}]},{"nodeType":"text","value":". In today's marketplace, consumer goods companies must implement effective claims management systems to protect profit margins.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://highlandbaking.com/"},"content":[{"nodeType":"text","value":"Highland Baking Company","marks":["underline"]}]},{"nodeType":"text","value":" exemplified this challenge when the family-owned bakery transitioned from unique customer pricing to standardised pricing methodology, requiring a robust automated claims management process. By implementing ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"transformed their time-intensive deduction processes into streamlined operations","marks":["underline"]}]},{"nodeType":"text","value":", enabling systematic deduction management and consistent repayment agreements with major distributors. This case study demonstrates how automated trade promotion management can deliver measurable revenue recovery while eliminating operational inefficiencies for consumer goods companies.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Software used","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$2.31M+ revenue recovery: ","marks":["bold"]},{"nodeType":"text","value":"Achieved over $2.31M in total claims recovery over two years, with $962K recovered in the first year alone","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proven recovery rate: ","marks":["bold"]},{"nodeType":"text","value":"Systematic deduction management delivering consistent repayment agreements with major distributors","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Eliminated manual processing: ","marks":["bold"]},{"nodeType":"text","value":"Converted time-intensive backup documentation into automated daily system engagement and strategic focus","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"About Highland Baking Company","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Highland Baking Company is a family-owned and operated bakery that specialises in customised bread products for chain and national accounts in the foodservice sector. As a growing consumer goods company, they serve major distributors including Sysco, US Foods and Reinhart. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Managing these complex distribution relationships requires sophisticated management systems to handle trade promotion agreements and deduction management processes effectively.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge: Building effective claims management from manual processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before implementing trade promotion management (TPM) with a claims management system, Highland Baking priced every customer uniquely. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With the transition to standardised pricing and anticipated deductions, an automated solution became essential since they operated as a \"one woman show.\" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The manual deduction management process often caught the team off guard with unexpected deductions. Highland Baking needed a way to systematically validate deductions against actual sales volumes and implement effective deduction management processes ahead of quarterly settlements.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"390ZjBw8f6uKTDQjmjUW0X","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919558,"updatedAt":1773241446972},"id":"Karen-Holansky-Highland-Baking-Company","heading":"\"Without TELUS, I would not have been able to collect the significant amount of money recovered. The system has completely transformed our approach and has been a huge driver for growth at Highland Baking Company.”","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The solution: Using TELUS Trade Promotion Management for comprehensive claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management significantly improved Highland Baking's approach to claims management and deduction resolution. The solution enabled them to implement systematic management processes and achieve significant claims recovery through automated deduction management.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/building-the-business-case-for-a-trade-promotion-solution"},"content":[{"nodeType":"text","value":"By implementing TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking harmonised their trade promotion data into unified reporting. This gave the company real-time visibility into all deduction management activities.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By harmonising trade promotion data and automating deduction validation, TELUS helped Highland Baking manage the complex web of volume discounts, promotional agreements and trade terms with their distributor partners. Creating a quick way to validate legitimate claims and maintain strong distributor relationships. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key implementation features","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The integrated claims management platform provided Highland Baking with:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"End-to-end comprehensive ","marks":["bold"]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-spends-funds-management"},"content":[{"nodeType":"text","value":"trade spend management","marks":["underline","bold"]}]},{"nodeType":"text","value":":","marks":["bold"]},{"nodeType":"text","value":" Planning, forecasting, margin analysis, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/how-tpm-can-help-improve-accrual-spend-liability"},"content":[{"nodeType":"text","value":"accruals","marks":["underline"]}]},{"nodeType":"text","value":", settlements/deductions/claims and reporting","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automated claims processing: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined claim submission and tracking capabilities for efficient deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive deduction management:","marks":["bold"]},{"nodeType":"text","value":" Systematic approach to identifying and processing billbacks with reduced deduction resolution time","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Advanced reporting: ","marks":["bold"]},{"nodeType":"text","value":"Tableau-based reporting suite including rebill reports and KPI dashboards for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Account management support","marks":["bold"]},{"nodeType":"text","value":": Dedicated TELUS support team providing responsive assistance ","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6jp13Lx5CHyGSzMCZ1damN","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919597,"updatedAt":1773241447001},"id":"Karen-Holansky-Highland-Baking-Company2","heading":"\"Support from the TELUS account management team is excellent – they’re always responsive with thorough detail. Our interactions are 10/10.\" ","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"3XRfurEHYZU5AI0w516K7Y","_metadata":{"type":"cta","revision":7,"createdAt":1759518919616,"updatedAt":1773241446348},"id":"business-case-tpm","ctaType":"Embedded Image CTA","title":"Make the case for a new trade promotion solution","link":{"_id":"98BcRhr0bG7IhmKXl45NK","_metadata":{"type":"link","revision":11,"createdAt":1738349567938,"updatedAt":1773241446379},"id":"cpg-guide","title":"Download the guide","url":"/2025-cpg-industry-guide-data-analytics-ai-integration-na","isExternal":false},"image":{"_id":"4wzm6MZyhws9XqIVJa11VV","_metadata":{"type":"image","revision":11,"createdAt":1738349567684,"updatedAt":1773241446410},"id":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","source":{"_id":"6dVsaesxlMAhYnAZW1NNzF","url":"//images.ctfassets.net/x9vf49eb1fms/6dVsaesxlMAhYnAZW1NNzF/2c8de0b061741e0384e25e589548673e/Team-collaborating-on-how-to-use-artificial-intelligence-in-their-business__1_.jpg","title":"cpg-guide","description":"Team collaborating on how to use artificial intelligence in their business ","contentType":"image/jpeg","dimensions":{"width":4096,"height":2160},"size":246455,"version":11}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The results: Achieving exceptional claims recovery through advanced claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Implementing TELUS Trade Promotion Management (TPM)","marks":["underline"]}]},{"nodeType":"text","value":" revolutionised Highland Baking's claims management capabilities and deduction resolution processes. The impact of comprehensive claims management is felt across multiple areas of the business, delivering measurable improvements in revenue recovery and operational efficiency:","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Financial results through claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.73 million in claims recovery from a single vendor over 2+ years through systematic deduction management ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$962K recovered in the first year alone using automated claims management processes","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$1.17M recovered in the second year demonstrating sustained claims recovery performance","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$500K+ additional recoveries found using TELUS Trade Promotion Management capabilities","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Operational Improvements in claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Process transformation: ","marks":["bold"]},{"nodeType":"text","value":"Shifted from manual claims processing to strategic rebill process management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reduced deduction resolution time: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined management processes enabling faster claims recovery","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Enhanced productivity:","marks":["bold"]},{"nodeType":"text","value":" Daily system engagement with persistent collections follow-up for effective deduction management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved contract management: ","marks":["bold"]},{"nodeType":"text","value":"Faster contract distribution supporting better trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory optimisation:","marks":["bold"]},{"nodeType":"text","value":" Condensed inventory lists and discontinued underperforming items","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"System performance for claims management:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Comprehensive reporting: ","marks":["bold"]},{"nodeType":"text","value":"Streamlined reporting for stakeholders supporting management systems oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Daily user adoption:","marks":["bold"]},{"nodeType":"text","value":" Consistent system usage enabling proactive claims management and deduction resolution","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Implementation success factors for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The TELUS Trade Promotion Management implementation successfully transformed Highland Baking's deduction management system across multiple operational areas. The solution provided comprehensive claims management capabilities enabling systematic approaches to resolving deductions and implementing effective management processes.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The automated deduction management system became essential for operational efficiency and revenue protection.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4ugaRTcwtlElJSJPNp4uB8","_metadata":{"type":"blockQuote","revision":7,"createdAt":1759518323641,"updatedAt":1773241447032},"id":"Karen-Holansky-Highland-Baking-Company3","heading":"\"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.\"","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways for consumer goods companies on claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This case study demonstrates how TELUS Trade Promotion Management can transform claims management for consumer goods companies by converting:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manual deduction management processes into automated, efficient management systems","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Limited claims recovery visibility into comprehensive deduction management oversight","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reactive claims processing into proactive trade promotion management","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Time-intensive manual processes into streamlined deduction resolution workflows","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management delivers measurable revenue recovery for claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management has helped consumer goods companies worldwide recover substantial lost revenue through automated claims management and sophisticated deduction management systems. Our comprehensive platform transforms manual processes into streamlined operations that help deliver measurable financial results across complex distribution networks.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Ready to recover lost revenue like Highland Baking?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Discover how ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":"'s automated claims processing can help you reclaim lost revenue from erroneous deductions and transform your bottom line with proven recovery results.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5W2TlelseUq5WAIsDmir2e","_metadata":{"type":"cta","revision":6,"createdAt":1759523887397,"updatedAt":1773241447178},"id":"POI CTA EMEA Highland","ctaType":"Sticky CTA","title":"Maximise revenue with award-winning deductions management","subtitle":"TELUS Consumer Goods won Best-in-Class recognition for our deductions management platform. See how it can optimise your revenue performance","link":{"_id":"aJ2p2mBomvcq4FYyYLDdU","_metadata":{"type":"link","revision":17,"createdAt":1745286603364,"updatedAt":1773241447084},"id":"poi-cta","title":" Discover our award-winning technology","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"6tvGMXDAMWwiKyQdtmrN0a","_metadata":{"type":"blogPostRegionOverride","revision":9,"createdAt":1759518902162,"updatedAt":1773241447229},"name":"Highland NZ","country":"New Zealand","blogPostBody":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Executive summary: claims management automation ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers are facing increasing pressure to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"optimise trade promotion management and maximise revenue recovery","marks":["underline"]}]},{"nodeType":"text","value":". In today's marketplace, consumer goods companies must implement effective claims management systems to protect profit margins.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://highlandbaking.com/"},"content":[{"nodeType":"text","value":"Highland Baking Company","marks":["underline"]}]},{"nodeType":"text","value":" exemplified this challenge when the family-owned bakery transitioned from unique customer pricing to standardised pricing methodology, requiring a robust automated claims management process. By implementing ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"transformed their time-intensive deduction processes into streamlined operations","marks":["underline"]}]},{"nodeType":"text","value":", enabling systematic deduction management and consistent repayment agreements with major distributors. This case study demonstrates how automated trade promotion management can deliver measurable revenue recovery while eliminating operational inefficiencies for consumer goods companies.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Software used","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"$2.31M+ revenue recovery: ","marks":["bold"]},{"nodeType":"text","value":"Achieved over $2.31M in total claims recovery over two years, with $962K recovered in the first year alone","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proven recovery rate: ","marks":["bold"]},{"nodeType":"text","value":"Systematic deduction management delivering consistent repayment agreements with major distributors","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Eliminated manual processing: ","marks":["bold"]},{"nodeType":"text","value":"Converted time-intensive backup documentation into automated daily system engagement and strategic focus","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"About Highland Baking Company","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Highland Baking Company is a family-owned and operated bakery that specialises in customised bread products for chain and national accounts in the foodservice sector. As a growing consumer goods company, they serve major distributors including Sysco, US Foods and Reinhart. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Managing these complex distribution relationships requires sophisticated management systems to handle trade promotion agreements and deduction management processes effectively.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge: Building effective claims management from manual processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before implementing trade promotion management (TPM) with a claims management system, Highland Baking priced every customer uniquely. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With the transition to standardised pricing and anticipated deductions, an automated solution became essential since they operated as a \"one woman show.\" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The manual deduction management process often caught the team off guard with unexpected deductions. Highland Baking needed a way to systematically validate deductions against actual sales volumes and implement effective deduction management processes ahead of quarterly settlements.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"390ZjBw8f6uKTDQjmjUW0X","_metadata":{"type":"blockQuote","revision":6,"createdAt":1759518919558,"updatedAt":1773241446972},"id":"Karen-Holansky-Highland-Baking-Company","heading":"\"Without TELUS, I would not have been able to collect the significant amount of money recovered. The system has completely transformed our approach and has been a huge driver for growth at Highland Baking Company.”","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The solution: Using TELUS Trade Promotion Management for comprehensive claims management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management significantly improved Highland Baking's approach to claims management and deduction resolution. The solution enabled them to implement systematic management processes and achieve significant claims recovery through automated deduction management.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/building-the-business-case-for-a-trade-promotion-solution"},"content":[{"nodeType":"text","value":"By implementing TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":", Highland Baking harmonised their trade promotion data into unified reporting. This gave the company real-time visibility into all deduction management activities.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By harmonising trade promotion data and automating deduction validation, TELUS helped Highland Baking manage the complex web of volume discounts, promotional agreements and trade terms with their distributor partners. 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Today, the Welch’s portfolio includes a wide variety of juices, sparkling fruit beverages, jams and jellies, fruit snacks, fresh fruit, and more, crafted with a range of fruits to meet the needs of all families. Whether enjoyed at breakfast, in lunchboxes, or during celebrations, Welch’s products bring real fruit goodness to everyday moments.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Headquartered in Waltham, Massachusetts, Welch’s is committed to quality, innovation, and creating long-term value for its grower-owners. 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This landmark deal establishes a new paradigm for data-driven decision making transparency based on crop insights from soil to harvest in the global food industry. As a leading provider of agricultural technology solutions in North America behind the continent's only manufacturer indemnified label database, TELUS brings proven expertise to this initiative, positioning both companies at the forefront of food security innovation.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This first-of-its-kind deployment will create a cutting-edge compliance foundation, enhancing supply chain transparency and streamlining food production operations while preparing for regulatory requirements across international markets.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"“At Welch’s, we’re focused on the future of food production and operational excellence,” says Steve LeMoine, Chief Information Officer at Welch’s. “We’re proud to partner with TELUS to pioneer this innovative compliance solution for the food industry. 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With Welch's products sold in over 40 countries, this partnership creates a blueprint for companies operating in multiple markets to strengthen compliance and traceability frameworks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For more information about TELUS Agriculture \u0026 Consumer Goods, visit ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg"},"content":[{"nodeType":"text","value":"telus.com/agcg","marks":["underline"]}]},{"nodeType":"text","value":".","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For updates on Welch's innovation initiatives, visit ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.welchs.com/"},"content":[{"nodeType":"text","value":"welchs.com","marks":["underline"]}]},{"nodeType":"text","value":".","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]},{"nodeType":"text","value":"About TELUS Agriculture \u0026 Consumer Goods ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods is a leading global provider of digital solutions and data insights that help connect food and consumer goods producers to consumers. With a global team, we serve customers in more than 50 countries, offering integrated solutions for analytics, data, supply chain management, trade promotion, and farm and livestock production management. TELUS Agriculture \u0026 Consumer Goods is helping connect customers with the right tools and information at the right time to grow their businesses in a more informed, agile, and sustainable way so that, together, we can improve the communities where we live and work. 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It can harmonize your data, enable better decision making and enhance your relationships with growers. An all-in-one solution can be leveraged for ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/crop-farm-season"},"content":[{"nodeType":"text","value":"crop planning","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/crop-scouting-process"},"content":[{"nodeType":"text","value":"scouting","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/soil-sampling"},"content":[{"nodeType":"text","value":"sampling","marks":["underline"]}]},{"nodeType":"text","value":", reporting, seed/crop protection/fertility recommendations and more. But with a variety of options on the market, which solution should you choose? ","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How to pick the best agronomy software for your business ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When it comes to investing in agronomy software, it’s critical to make the right choice for your business’s unique needs, limitations and goals. Be sure to consider the following key factors:","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Scalability. ","marks":["bold"]},{"nodeType":"text","value":"Can the platform grow with your business? Look for solutions with proven track records serving agricultural companies alongside independent agronomists.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance. ","marks":["bold"]},{"nodeType":"text","value":"Does the platform offer comprehensive compliance tools with indemnified label data to help you meet regulatory requirements in your market(s)? Regulatory penalties can be devastating - your software should be a compliance asset, not a liability.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Integration. ","marks":["bold"]},{"nodeType":"text","value":"How easily does the software connect and integrate with other systems your company uses? Seamless data flow eliminates costly manual processes and reduces errors.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Support. ","marks":["bold"]},{"nodeType":"text","value":"What level of dedicated support, onboarding assistance and regional expertise is available? Strong support enhances productivity and reduces operational costs.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Total cost of ownership. ","marks":["bold"]},{"nodeType":"text","value":"Beyond licensing, what are the implementation and maintenance costs for the software? The cheapest upfront option often becomes the most expensive over time. ","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Detailed comparison table","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Agronomy is a widely adopted and trusted retail-focused agronomic software, with expert capabilities that boost productivity and revenue. Our software can help your business eliminate data silos, ensure compliance and stay competitive with innovative, scalable solutions designed for the future of agriculture. ","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7aEFlT5aV26ctHPNyueEfr","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1758565458634,"updatedAt":1758565458634},"id":"Agronomy software company comparison - Table - Manage","columns":[{"_id":"7aoCaJn1paF29l0SKrObwF","_metadata":{"type":"columnContent","revision":1,"createdAt":1758565458659,"updatedAt":1758565458659},"id":"Agronomy software company comparison - Table - Manage - Title","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage work tasks and data with ease","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1USdxtXkP52O9EBpvaA5p2","_metadata":{"type":"columnContent","revision":1,"createdAt":1758565458686,"updatedAt":1758565458686},"id":"Agronomy software company comparison - 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Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion Optimization Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonizing and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimization and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail and foodservice industries and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail and foodservice industries. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. For foodservice manufacturers, trade programs focus on operator and distributor incentives, while CPG retail manufacturers create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a fixed amount amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during peak trading periods. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customized discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common foodservice trade promotion practices include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deductions and claims: ","marks":["bold"]},{"nodeType":"text","value":"When distributors or operators agree to carry a certain product they negotiate trade terms with the manufacturer. These can include volume discounts, minimum order quantities (MOQs) and other promotional agreements. When submitting invoices, retailers and distributors deduct funds based on the trade agreement, then your accounts receivable team must validate the claims are legitimate. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-highland-baking"},"content":[{"nodeType":"text","value":"Efficient deductions and claims management","marks":["underline"]}]},{"nodeType":"text","value":" is crucial for maintaining profit margins and fostering positive relationships with your distributors and customers.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"GPO discounts","marks":["bold"]},{"nodeType":"text","value":": Group purchasing organizations (GPOs) are buying associations that negotiate with manufacturers, on behalf of their members, for volume-based discounts or preferable terms.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Operator deviated pricing:","marks":["bold"]},{"nodeType":"text","value":" Deviated pricing occurs when the distributor purchases a product at their normal price, then delivers it to the operator minus a discount from the manufacturer. In that case, the distributor bears the short-term cash flow burden of the incentive.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilizing trade promotion optimization features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimizing labor costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organization and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organizational and partner integration include standardized metrics, systemic information sharing and collaborative processes. Integration with retail or foodservice partners is the key to successful execution of promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analyzing trade spend. 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customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"beCmEY7LOOCQiT52GpUBN","_metadata":{"type":"columnContent","revision":1,"createdAt":1774555583258,"updatedAt":1774555583258},"id":"tpm-features-direct-indirect-customers-benefits-global","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Seven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardization","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardized processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"Standardization minimizes or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralized data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyze market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimization of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyze and optimize a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimize inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Adhering to local regulatory rules and business guidelines can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimize and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimize trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behavior","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-software-integration"},"content":[{"nodeType":"text","value":"seamlessly integrate with your other systems for enterprise resource planning (ERP)","marks":["underline"]}]},{"nodeType":"text","value":", customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organizations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimize human errors. Users should also receive regular training and refresher courses on how to optimize the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4B5jBCXXbc9TqXVzI6wAuY","_metadata":{"type":"cta","revision":6,"createdAt":1740670784894,"updatedAt":1745511540046},"id":"tpm-best-in-class","ctaType":"Embedded CTA","title":"See what makes us ‘Best-in-Class’","link":{"_id":"oWuphDjnU0LrhJAwCeZyu","_metadata":{"type":"link","revision":8,"createdAt":1740670784926,"updatedAt":1774551275832},"id":"tpm-best-in-class","title":"Explore our award-winning enterprise planning solutions","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimize these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyze the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardized basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalization and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimization","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimize your promotional efforts and drive ROI.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"jQ8HiySeorUnSIAfRmgmY","_metadata":{"type":"blogPostRegionOverride","revision":7,"createdAt":1752000239578,"updatedAt":1774983671490},"name":"What is TPM - UK","country":"UK","seoTitle":"The complete guide to trade promotion management for FMCG companies","seoDescription":"Trade promotion is a staple of the retail industry. However, understanding profitability and managing trade promotions is challenging.\n\n","blogPostTitle":"The complete guide to trade promotion management for FMCG companies","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manage spend: ","marks":["bold"]},{"nodeType":"text","value":"Trade spend is the second largest expense for FMCG manufacturers after the cost of goods sold.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automate processes:","marks":["bold"]},{"nodeType":"text","value":" Automated Trade Promotion Management software replaces error-prone spreadsheets with real-time visibility and centralised contract management.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Streamline claims:","marks":["bold"]},{"nodeType":"text","value":" Integration with ERP systems speeds up claims processing and reduces outstanding deduction balances by automating validation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Analyse ROI: ","marks":["bold"]},{"nodeType":"text","value":"AI-powered analytics and volume phasing help demand planners separate baseline sales from incremental lift for accurate reporting.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower growth","marks":["bold"]},{"nodeType":"text","value":": ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" turns trade spend from a complex expense into a strategic growth tool by providing a single source of truth for your data.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are essential for retail growth. Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion optimisation Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonising and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimisation and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail industry and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail industry. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. Promotions within the FMCG industry create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a fixed amount amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during peak trading periods. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customised discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilising trade promotion optimisation features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimising labour costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organisation and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organisational and partner integration include standardised metrics, systemic information sharing and collaborative processes. Integration with retail partners is the key to successful execution of promotions.","marks":[]}]}]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-gb/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analysing trade spend. It provides detailed insights into the volume and profitability of trade promotions, and aids in gathering real-time data. TPM solutions can be enhanced with trade promotion optimisation tools, but should include the following standard features:","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2UgYbHewMUqqogJ9nVo0Ef","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774622032350,"updatedAt":1774622032350},"id":"tpm-features-reporting-analytics-UK","columns":[{"_id":"9lIFovooTLyHzf1iaS8v9","_metadata":{"type":"columnContent","revision":1,"createdAt":1774622000301,"updatedAt":1774622000301},"id":"tpm-features-reporting-analytics-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Reporting and analytics","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"3eEJ605d0aqvT7zkesjhGT","_metadata":{"type":"columnContent","revision":1,"createdAt":1774622025314,"updatedAt":1774622025314},"id":"tpm-features-reporting-analytics-benefits-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automates data analysis and produces reports to help you make better business decisions.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5E2CgtO1ALzGvxSZXhtHFU","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774630096575,"updatedAt":1774630096575},"id":"tpm-features-contract-management-UK","columns":[{"_id":"xYIaFB1OpheEKRf5bDqVf","_metadata":{"type":"columnContent","revision":1,"createdAt":1774622425438,"updatedAt":1774622425438},"id":"tpm-features-contract-management-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Contract management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"4cwKDPqUtTUs2Y79mXeUod","_metadata":{"type":"columnContent","revision":1,"createdAt":1774630089405,"updatedAt":1774630089405},"id":"tpm-features-contract-management-benefit-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Centralizes contracts providing visibility into how various promotions compare to one another.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5F84UNITXcsyvR0yFb5n3f","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774630225151,"updatedAt":1774630225151},"id":"tpm-features-cpp-UK","columns":[{"_id":"Ls2lDhPg9H8vPgru7I1QD","_metadata":{"type":"columnContent","revision":2,"createdAt":1774630131109,"updatedAt":1774630176534},"id":"tpm-features-cpp-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Calendar promotion planning","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"4KfDRtCtoD5zhaFZzp6rf4","_metadata":{"type":"columnContent","revision":3,"createdAt":1774630203292,"updatedAt":1774630216119},"id":"tpm-features-cpp-benefit-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Provides easy-to-view snapshots of total spend and account activity. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"1GJbXw3ZQm2UlSScQmLRV3","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774632225998,"updatedAt":1774632225998},"id":"tpm-features-acp-UK","columns":[{"_id":"1VVfWgR3juDf9z451RaDsF","_metadata":{"type":"columnContent","revision":1,"createdAt":1774630262585,"updatedAt":1774630262585},"id":"tpm-features-acp-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Automated claims processing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1rpLYDjGUM2hMawhrMatei","_metadata":{"type":"columnContent","revision":1,"createdAt":1774630299316,"updatedAt":1774630299316},"id":"tpm-features-acp-benefit-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A trade promotion management solution should automate claims processing so that it is streamlined, effective and straightforward.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"1Z78g6kHNeABToWsrWBFs9","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774632432644,"updatedAt":1774632432644},"id":"tpm-features-issue-checks-UK","columns":[{"_id":"JL2G51w91uhQH3RIN5aZl","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632381929,"updatedAt":1774632381929},"id":"tpm-features-issue-checks-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Issue checks","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"542ngz8mj05edtgtr3WxUw","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632427167,"updatedAt":1774632427167},"id":"tpm-features-issue-checks-benefits-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Validates each invoice to ensure you only pay approved amounts.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"6DOOudDzTRur4fXE3dlrnA","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774632532659,"updatedAt":1774632532659},"id":"tpm-features-close-deductions-UK","columns":[{"_id":"6hvBhGlZfUfb4SwnX4se7z","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632497943,"updatedAt":1774632497943},"id":"tpm-features-close-deductions-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Close deductions","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"3j7fMibiuOlF0tOShdAfxQ","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632528225,"updatedAt":1774632528225},"id":"tpm-features-close-deductions-benefits-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Matches open deductions with claims so you spend less time manually identifying payments.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"7gXwir7JAwfB6t9n89YJ7Z","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774632771165,"updatedAt":1774632771165},"id":"tpm-features-direct-indirect-customers-UK","columns":[{"_id":"61BjI0R8MryTdaN5WXlfEO","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632589919,"updatedAt":1774632589919},"id":"tpm-features-direct-indirect-customers-title-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage direct and indirect customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"6tQsyM6UAbfK5fTLWYO6kz","_metadata":{"type":"columnContent","revision":1,"createdAt":1774632765865,"updatedAt":1774632765865},"id":"tpm-features-direct-indirect-customers-benefts-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefits","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Seven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardised processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"standardisation minimises or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralised data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyse market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimisation of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyse and optimise a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimise inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Adhering to local regulatory rules and business guidelines can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimise and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimise trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behaviour","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should seamlessly integrate with your other systems for enterprise resource planning (ERP), customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organisations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimise human errors. Users should also receive regular training and refresher courses on how to optimise the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4B5jBCXXbc9TqXVzI6wAuY","_metadata":{"type":"cta","revision":6,"createdAt":1740670784894,"updatedAt":1745511540046},"id":"tpm-best-in-class","ctaType":"Embedded CTA","title":"See what makes us ‘Best-in-Class’","link":{"_id":"oWuphDjnU0LrhJAwCeZyu","_metadata":{"type":"link","revision":8,"createdAt":1740670784926,"updatedAt":1774551275832},"id":"tpm-best-in-class","title":"Explore our award-winning enterprise planning solutions","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimise these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyse the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardised basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalisation and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimise your promotional efforts and drive ROI.","marks":[]}]}],"blogPostFaqList":[{"_id":"4b9L0hthlkCwf4QK1AYlmx","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983532113,"updatedAt":1774983532113},"id":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)? EMEA/UK","question":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The difference between TPM and TPO is that TPM focuses on management while TPO focuses on excellence. TPM handles the day-to-day planning and claims. TPO uses data to find the most profitable strategy using predictive modelling.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"6lVK5lJzKQoWTVWmAb4UVA","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983554136,"updatedAt":1774983554136},"id":"What are the benefits of digital trade promotion planning over manual records? EMEA UK","question":"What are the benefits of digital trade promotion planning over manual records?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The benefits of digital trade promotion planning over manual records include better accuracy and a move away from relying on last year's plan. Unlike manual spreadsheets, a trade promotion planning tool enables data harmonisation, connecting POS and internal data automatically. This reduces time spent cleaning data and allows you to focus on incremental growth and acting on insights through automated post-event analysis.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"7IunbIkqTPh1ZC0VCj6q36","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983637525,"updatedAt":1774983637525},"id":"How does AI impact my trade promotion planning? EMEA/UK","question":"How does AI impact my trade promotion planning?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI impacts your trade promotion planning by acting as a colleague that turns raw data into clear, actionable instructions. Instead of just showing you what happened, AI identifies winning promotions with the highest incremental lift and flags underperforming events for immediate adjustment. It allows teams to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ai-trade-promotion"},"content":[{"nodeType":"text","value":"talk to their data ","marks":[]}]},{"nodeType":"text","value":"in plain language to get instant prescriptive guidance. For example, you can identify which SKUs are being cannibalised and where to reallocate spend to maximise ROI.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"6jKpSSAZEN9Mn9IZ6moc2e","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774983663627,"updatedAt":1774983769313},"id":"How long does it take to see results from a trade promotion planning tool?EMEA UK","question":"How long does it take to see results from a trade promotion planning tool? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"How long it takes to see results can be as little as 6-8 weeks according to TELUS’ implementation data. Many companies see benefits during their first annual planning cycle after the tool goes live.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]}]},{"_id":"3R3i0udEAVxGU5xfVDoT0f","_metadata":{"type":"blogPostRegionOverride","revision":8,"createdAt":1752001760088,"updatedAt":1774983776991},"name":"What is TPM - IE","country":"Ireland","seoTitle":"The complete guide to trade promotion management for FMCG companies","seoDescription":"Trade promotion is a staple of the retail industry. However, understanding profitability and managing trade promotions is challenging.\n\n","blogPostTitle":"The complete guide to trade promotion management for FMCG companies","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manage spend: ","marks":["bold"]},{"nodeType":"text","value":"Trade spend is the second largest expense for FMCG manufacturers after the cost of goods sold.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automate processes:","marks":["bold"]},{"nodeType":"text","value":" Automated Trade Promotion Management software replaces error-prone spreadsheets with real-time visibility and centralised contract management.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Streamline claims:","marks":["bold"]},{"nodeType":"text","value":" Integration with ERP systems speeds up claims processing and reduces outstanding deduction balances by automating validation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"analyse ROI: ","marks":["bold"]},{"nodeType":"text","value":"AI-powered analytics and volume phasing help demand planners separate baseline sales from incremental lift for accurate reporting.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower growth","marks":["bold"]},{"nodeType":"text","value":": ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-ie/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" turns trade spend from a complex expense into a strategic growth tool by providing a single source of truth for your data.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are essential for retail growth. Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion optimisation Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonizing and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimisation and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail industry and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail industry. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. Promotions within the FMCG industry create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a fixed amount amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during peak trading periods. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customised discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilizing trade promotion optimisation features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimizing labour costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organisation and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organisational and partner integration include standardised metrics, systemic information sharing and collaborative processes. Integration with retail partners is the key to successful execution of promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analysing trade spend. It provides detailed insights into the volume and profitability of trade promotions, and aids in gathering real-time data. TPM solutions can be enhanced with trade promotion optimisation tools, but should include the following standard features:","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"64NzeaMBPTju9oOUz0DoZK","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774633725522,"updatedAt":1774633725522},"id":"tpm-features-reporting-analytics-IE","columns":[{"_id":"60L4fzOyUnmZxctjkMs7qU","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633684756,"updatedAt":1774633684756},"id":"tpm-features-reporting-analytics-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Reporting and analytics","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"5GYWJL8vbgZRa8F67Bhnxl","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633721097,"updatedAt":1774633721097},"id":"tpm-features-reporting-analytics-benefits-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automates data analysis and produces reports to help you make better business decisions.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"sgBXpLvVsn5BK3tJQ6yPv","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774633800195,"updatedAt":1774633800195},"id":"tpm-features-contract-management-IE","columns":[{"_id":"22UQza24oG4sWdmx0Vsnp2","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633765626,"updatedAt":1774633765626},"id":"tpm-features-contract-management-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Contract management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1YDTtbBnJdpovt9YYDl5MT","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633791308,"updatedAt":1774633791308},"id":"tpm-features-contract-management-benefits-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Centralizes contracts providing visibility into how various promotions compare to one another.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"3k3fIrtqn88tmJQ1pA1EJx","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774633867628,"updatedAt":1774633867628},"id":"tpm-features-cpp-IE","columns":[{"_id":"4OiBpTR68SzhZWyHXIcuKD","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633841068,"updatedAt":1774633841068},"id":"tpm-features-cpp-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Calendar promotion planning","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"14b5dYYo4XSefjrldomqMo","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633861442,"updatedAt":1774633861442},"id":"tpm-features-cpp-benefits-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefits","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Provides easy-to-view snapshots of total spend and account activity. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"1qj9dqNaKkEocDE4NlgLaX","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774633961566,"updatedAt":1774633961566},"id":"tpm-features-acp-IE","columns":[{"_id":"o5oAVZisPZMkWvKulk7I4","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633929022,"updatedAt":1774633929022},"id":"tpm-features-acp-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Automated claims processing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1HDCm2gDpGTM9Vx7fvkXfi","_metadata":{"type":"columnContent","revision":1,"createdAt":1774633956336,"updatedAt":1774633956336},"id":"tpm-features-acp-benefits-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A trade promotion management solution should automate claims processing so that it is streamlined, effective and straightforward.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"RHkFpliqQGnhv4lBv8kru","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774634041037,"updatedAt":1774634041037},"id":"tpm-features-payment-settlement-IE","columns":[{"_id":"fjcM6i13TCOIByd49smG1","_metadata":{"type":"columnContent","revision":1,"createdAt":1774634003760,"updatedAt":1774634003760},"id":"tpm-features-payment-settlement-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Payment and settlement ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"3I1bZxlVs92psbWeAVCCq1","_metadata":{"type":"columnContent","revision":1,"createdAt":1774634026835,"updatedAt":1774634026835},"id":"tpm-features-payment-settlement-benefit-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Validates each invoice to ensure you only pay approved amounts.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"43TtAfjUS2mpC8odqhVVpL","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774634125626,"updatedAt":1774634125626},"id":"tpm-features-close-deductions-IE","columns":[{"_id":"3t4Sc8ndnwYNCwqfLCf0e9","_metadata":{"type":"columnContent","revision":1,"createdAt":1774634094591,"updatedAt":1774634094591},"id":"tpm-features-close-deductions-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Close deductions","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"6sY4q6BOf9uoAJpdGnZ0H2","_metadata":{"type":"columnContent","revision":1,"createdAt":1774634122823,"updatedAt":1774634122823},"id":"tpm-features-close-deductions-benefit-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Matches open deductions with claims so you spend less time manually identifying payments.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"21tsXLSTJ7WspO4BdYfHq1","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774634670342,"updatedAt":1774634670342},"id":"tpm-features-direct-inderect-customers-IE","columns":[{"_id":"5BmzKhdVwD1gP2992Mz4zK","_metadata":{"type":"columnContent","revision":2,"createdAt":1774634615207,"updatedAt":1774634628905},"id":"tpm-features-direct-indirect-customers-title-IE","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage direct and indirect customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"2CnEqFX1vu39g5d8zMCuSN","_metadata":{"type":"columnContent","revision":1,"createdAt":1774634656056,"updatedAt":1774634656056},"id":"tpm-features-direct-indirect-customers-benefit-IE","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"\nSeven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardised processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"standardisation minimizes or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralised data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyse market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimisation of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyse and optimize a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimize inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Adhering to local regulatory rules and business guidelines can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimize and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimize trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behaviour","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should seamlessly integrate with your other systems for enterprise resource planning (ERP), customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organisations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimize human errors. Users should also receive regular training and refresher courses on how to optimize the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimize these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyse the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardised basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalization and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimize your promotional efforts and drive ROI.","marks":[]}]}],"blogPostFaqList":[{"_id":"7IunbIkqTPh1ZC0VCj6q36","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983637525,"updatedAt":1774983637525},"id":"How does AI impact my trade promotion planning? EMEA/UK","question":"How does AI impact my trade promotion planning?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI impacts your trade promotion planning by acting as a colleague that turns raw data into clear, actionable instructions. Instead of just showing you what happened, AI identifies winning promotions with the highest incremental lift and flags underperforming events for immediate adjustment. It allows teams to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ai-trade-promotion"},"content":[{"nodeType":"text","value":"talk to their data ","marks":[]}]},{"nodeType":"text","value":"in plain language to get instant prescriptive guidance. For example, you can identify which SKUs are being cannibalised and where to reallocate spend to maximise ROI.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"6lVK5lJzKQoWTVWmAb4UVA","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983554136,"updatedAt":1774983554136},"id":"What are the benefits of digital trade promotion planning over manual records? EMEA UK","question":"What are the benefits of digital trade promotion planning over manual records?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The benefits of digital trade promotion planning over manual records include better accuracy and a move away from relying on last year's plan. Unlike manual spreadsheets, a trade promotion planning tool enables data harmonisation, connecting POS and internal data automatically. This reduces time spent cleaning data and allows you to focus on incremental growth and acting on insights through automated post-event analysis.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"4b9L0hthlkCwf4QK1AYlmx","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774983532113,"updatedAt":1774983532113},"id":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)? EMEA/UK","question":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The difference between TPM and TPO is that TPM focuses on management while TPO focuses on excellence. TPM handles the day-to-day planning and claims. TPO uses data to find the most profitable strategy using predictive modelling.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]},{"_id":"6jKpSSAZEN9Mn9IZ6moc2e","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774983663627,"updatedAt":1774983769313},"id":"How long does it take to see results from a trade promotion planning tool?EMEA UK","question":"How long does it take to see results from a trade promotion planning tool? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"How long it takes to see results can be as little as 6-8 weeks according to TELUS’ implementation data. Many companies see benefits during their first annual planning cycle after the tool goes live.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"\n","marks":[]}]}]}]},{"_id":"2EwkCU5k1dhVa9hVKc13Xn","_metadata":{"type":"blogPostRegionOverride","revision":7,"createdAt":1752002759328,"updatedAt":1774983861260},"name":"What is TPM - AU","country":"Australia","seoTitle":"The complete guide to trade promotion management for FMCG companies","seoDescription":"Trade promotion is a staple of the retail industry. However, understanding profitability and managing trade promotions is challenging.\n\n","blogPostTitle":"The complete guide to trade promotion management for FMCG companies","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manage spend: ","marks":["bold"]},{"nodeType":"text","value":"Trade spend is the second largest expense for FMCG manufacturers after the cost of goods sold.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automate processes:","marks":["bold"]},{"nodeType":"text","value":" Automated Trade Promotion Management software replaces error-prone spreadsheets with real-time visibility and centralised contract management.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Streamline claims:","marks":["bold"]},{"nodeType":"text","value":" Integration with ERP systems speeds up claims processing and reduces outstanding deduction balances by automating validation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"analyse ROI: ","marks":["bold"]},{"nodeType":"text","value":"AI-powered analytics and volume phasing help demand planners separate baseline sales from incremental lift for accurate reporting.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower growth","marks":["bold"]},{"nodeType":"text","value":": ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" turns trade spend from a complex expense into a strategic growth tool by providing a single source of truth for your data.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Executive summary ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are essential for retail growth. Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion optimisation Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonizing and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimisation and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail industry and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail industry. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. Promotions within the FMCG industry create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a fixed amount amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during peak trading periods. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customised discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilizing trade promotion optimisation features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimizing labour costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organisation and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organisational and partner integration include standardised metrics, systemic information sharing and collaborative processes. Integration with retail partners is the key to successful execution of promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analysing trade spend. It provides detailed insights into the volume and profitability of trade promotions, and aids in gathering real-time data. TPM solutions can be enhanced with trade promotion optimisation tools, but should include the following standard features: ","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7iOiwbkDXUUbAg7Y46aYfr","_metadata":{"type":"resourceColumns","revision":2,"createdAt":1774882747057,"updatedAt":1774883736063},"id":"tpm-features-reporting-analytics-AU","columns":[{"_id":"3IqJMMOOc6kvK0PzN0Kwnn","_metadata":{"type":"columnContent","revision":2,"createdAt":1774882691402,"updatedAt":1774883687902},"id":"tpm-features-reporting-analytics-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Reporting and analytics","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"7k5ElrqujqVQKxTeyhxBrk","_metadata":{"type":"columnContent","revision":2,"createdAt":1774882714633,"updatedAt":1774883727335},"id":"tpm-features-reporting-analytics-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic b","marks":["bold"]},{"nodeType":"text","value":"enefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automates data analysis and produces reports to help you make better business decisions.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"3PXfdHwq73uzWHAqaenRGh","_metadata":{"type":"resourceColumns","revision":2,"createdAt":1774883110787,"updatedAt":1774883832201},"id":"tpm-features-contract-management-AU","columns":[{"_id":"51ZHuKVCCOn5585619PYNs","_metadata":{"type":"columnContent","revision":2,"createdAt":1774882794148,"updatedAt":1774883781984},"id":"tpm-features-contract-management-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Contract management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"44YHTe5xWIQr2kard9NlvU","_metadata":{"type":"columnContent","revision":2,"createdAt":1774882823045,"updatedAt":1774883814522},"id":"tpm-features-contract-management-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Centralizes contracts providing visibility into how various promotions compare to one another.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"2CK6kmEtj4rGJ53WkWtGjq","_metadata":{"type":"resourceColumns","revision":2,"createdAt":1774883242659,"updatedAt":1774883906447},"id":"tpm-features-cpm-AU","columns":[{"_id":"VhKGbLXDgZJ0aVthSgji0","_metadata":{"type":"columnContent","revision":2,"createdAt":1774883203730,"updatedAt":1774883868034},"id":"tpm-features-cpm-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Calendar promotion planning","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"2Uw4ofNVzCToqTqZOJG55L","_metadata":{"type":"columnContent","revision":2,"createdAt":1774883232371,"updatedAt":1774883899504},"id":"tpm-features-cpm-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Provides easy-to-view snapshots of total spend and account activity. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5EJXhYv01eJG1KpJcoPa8x","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774883995205,"updatedAt":1774883995205},"id":"tpm-features-acp-AU","columns":[{"_id":"7CU8v8vyWQaWIslxFqYzoo","_metadata":{"type":"columnContent","revision":1,"createdAt":1774883946991,"updatedAt":1774883946991},"id":"tpm-features-acp-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Automated claims processing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1gGLV5nWVBEzJjLz9WtqEk","_metadata":{"type":"columnContent","revision":1,"createdAt":1774883972968,"updatedAt":1774883972968},"id":"tpm-features-acp-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A trade promotion management solution should automate claims processing so that it is streamlined, effective and straightforward.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"JIsC0MIUptyIMXMpvc5Zw","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774884194143,"updatedAt":1774884194143},"id":"tpm-features-payment-settlement-AU","columns":[{"_id":"7aiXxrOewgo9TbIGININ4G","_metadata":{"type":"columnContent","revision":2,"createdAt":1774884157690,"updatedAt":1774884241836},"id":"tpm-features-payment-settlement-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Payment and settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"7Kh0z2dptnKdHkenrqiUC6","_metadata":{"type":"columnContent","revision":2,"createdAt":1774884187508,"updatedAt":1774884225138},"id":"tpm-features-payment-settlement-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Validates each invoice to ensure you only pay approved amounts.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"4fbmnOjwytEz7OiYHow6f4","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774884111003,"updatedAt":1774884111003},"id":"tpm-features-close-deductions-AU","columns":[{"_id":"7xF8bH1CPU6KNMxDsPVMqV","_metadata":{"type":"columnContent","revision":1,"createdAt":1774884044240,"updatedAt":1774884044240},"id":"tpm-features-close-deductions-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Close deductions","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"3AAcKSHwFqgwo3P1ScU593","_metadata":{"type":"columnContent","revision":1,"createdAt":1774884072694,"updatedAt":1774884072694},"id":"tpm-features-close-deductions-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Matches open deductions with claims so you spend less time manually identifying payments.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"4vVZaY4eeoai0r1NMkGBDS","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774884356775,"updatedAt":1774884356775},"id":"tpm-features-direct-indirect-customers-AU","columns":[{"_id":"3ZyDa2NdOC3tBmaCfXKI8r","_metadata":{"type":"columnContent","revision":1,"createdAt":1774884322856,"updatedAt":1774884322856},"id":"tpm-features-direct-indirect-customers-title-AU","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage direct and indirect customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"5mZ1AfqvNFhIDjo5gG2hNh","_metadata":{"type":"columnContent","revision":1,"createdAt":1774884351322,"updatedAt":1774884351322},"id":"tpm-features-direct-indirect-customers-benefit-AU","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Seven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardised processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"standardisation minimizes or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralised data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyse market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimisation of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyse and optimize a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimize inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Adhering to local regulatory rules and business guidelines can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimize and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimize trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behaviour","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should seamlessly integrate with your other systems for enterprise resource planning (ERP), customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organisations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimize human errors. Users should also receive regular training and refresher courses on how to optimize the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4B5jBCXXbc9TqXVzI6wAuY","_metadata":{"type":"cta","revision":6,"createdAt":1740670784894,"updatedAt":1745511540046},"id":"tpm-best-in-class","ctaType":"Embedded CTA","title":"See what makes us ‘Best-in-Class’","link":{"_id":"oWuphDjnU0LrhJAwCeZyu","_metadata":{"type":"link","revision":8,"createdAt":1740670784926,"updatedAt":1774551275832},"id":"tpm-best-in-class","title":"Explore our award-winning enterprise planning solutions","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimize these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyse the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardised basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalization and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimize your promotional efforts and drive ROI.","marks":[]}]}],"blogPostFaqList":[{"_id":"2sBUtnqhheNCBV18JcUHCb","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774884629042,"updatedAt":1774884629042},"id":"TPM-vs-TPO-AU","question":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The difference between TPM and TPO is that TPM focuses on management while TPO focuses on excellence. TPM handles the day-to-day planning and claims. TPO uses data to find the most profitable strategy using predictive modelling.","marks":[]}]}]},{"_id":"7ejxHOGiCBgfQbeS9kp0ys","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774884668507,"updatedAt":1774983825606},"id":"TPM-benefits-manual-records-AU","question":"What are the benefits of digital trade promotion planning over manual records?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The benefits of digital trade promotion planning over manual records include better accuracy and a move away from relying on last year's plan. Unlike manual spreadsheets, a trade promotion planning tool enables data harmonisation, connecting POS and internal data automatically. This reduces time spent cleaning data and allows you to focus on incremental growth and acting on insights through automated post-event analysis.","marks":[]}]}]},{"_id":"3UkXlMM2dC1An2ZV5KqZkD","_metadata":{"type":"platformFaq","revision":3,"createdAt":1774885013772,"updatedAt":1774983848531},"id":"AI-impact-TPM","question":"How does AI impact my trade promotion planning?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI impacts your trade promotion planning by acting as a colleague that turns raw data into clear, actionable instructions. Instead of just showing you what happened, AI identifies winning promotions with the highest incremental lift and flags underperforming events for immediate adjustment. It allows teams to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-au/blog-resources/ai-trade-promotion"},"content":[{"nodeType":"text","value":"talk to their data","marks":[]}]},{"nodeType":"text","value":" in plain language to get instant prescriptive guidance. For example, you can identify which SKUs are being cannibalised and where to reallocate spend to maximise ROI.","marks":[]}]}]},{"_id":"5vnrGc8q3o4jvsoyYioMbt","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774885057050,"updatedAt":1774885057050},"id":"results-tpm-tool-AU","question":"How long does it take to see results from a trade promotion planning tool?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"How long it takes to see results can be as little as 6-8 weeks according to TELUS’ implementation data. Many companies see benefits during their first annual planning cycle after the tool goes live.","marks":[]}]}]}]},{"_id":"38Kv4J80XssxMCnq9trVzg","_metadata":{"type":"blogPostRegionOverride","revision":9,"createdAt":1752005303793,"updatedAt":1774983928146},"name":"What is TPM - NZ","country":"New Zealand","seoTitle":"The complete guide to trade promotion management for FMCG companies","seoDescription":"Trade promotion is a staple of the retail industry. However, understanding profitability and managing trade promotions is challenging.\n\n","blogPostTitle":"The complete guide to trade promotion management for FMCG companies","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manage spend: ","marks":["bold"]},{"nodeType":"text","value":"Trade spend is the second largest expense for FMCG manufacturers after the cost of goods sold.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automate processes:","marks":["bold"]},{"nodeType":"text","value":" Automated Trade Promotion Management software replaces error-prone spreadsheets with real-time visibility and centralised contract management.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Streamline claims:","marks":["bold"]},{"nodeType":"text","value":" Integration with ERP systems speeds up claims processing and reduces outstanding deduction balances by automating validation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"analyse ROI: ","marks":["bold"]},{"nodeType":"text","value":"AI-powered analytics and volume phasing help demand planners separate baseline sales from incremental lift for accurate reporting.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower growth","marks":["bold"]},{"nodeType":"text","value":": ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" turns trade spend from a complex expense into a strategic growth tool by providing a single source of truth for your data.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Executive summary ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are essential for retail growth. Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion optimisation Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonizing and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimisation and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail industry and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail industry. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. Promotions within the FMCG industry create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a fixed amount amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during peak trading periods. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customised discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilizing trade promotion optimisation features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimizing labour costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organisation and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organisational and partner integration include standardised metrics, systemic information sharing and collaborative processes. Integration with retail partners is the key to successful execution of promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analysing trade spend. It provides detailed insights into the volume and profitability of trade promotions, and aids in gathering real-time data. TPM solutions can be enhanced with trade promotion optimisation tools, but should include the following standard features:","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3l516fVL4HUNZHBSYExx9T","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774893612099,"updatedAt":1774893612099},"id":"tpm-feature-reporting-anaytics-NZ","columns":[{"_id":"4mo5nK4LAR8i4VrmjawdQZ","_metadata":{"type":"columnContent","revision":1,"createdAt":1774885316040,"updatedAt":1774885316040},"id":"tpm-feature-reporting-anaytics-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Reporting and analytics","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"7w6MVaIU4apPJ9nWVMkICQ","_metadata":{"type":"columnContent","revision":1,"createdAt":1774885339757,"updatedAt":1774885339757},"id":"tpm-feature-reporting-anaytics-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automates data analysis and produces reports to help you make better business decisions.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"22baNGrdptrAH3ATALpPuE","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774893724580,"updatedAt":1774893724580},"id":"tpm-feature-contract-management-NZ","columns":[{"_id":"1qhtGwZHYGWhrjbMitk8fW","_metadata":{"type":"columnContent","revision":2,"createdAt":1774893664134,"updatedAt":1774893672374},"id":"tpm-feature-contract-management-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Contract management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"5IcU2nPGaUhv3esehEJz3c","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893717055,"updatedAt":1774893717055},"id":"tpm-feature-contract-management-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Centralizes contracts providing visibility into how various promotions compare to one another.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"6YB4RIA082i6VbWXHNak7Y","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774893798747,"updatedAt":1774893798747},"id":"tpm-feature-cpp-NZ","columns":[{"_id":"7E4ZlAD4kppoe1KbAYDXQ","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893765361,"updatedAt":1774893765361},"id":"tpm-feature-cpp-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Calendar promotion planning","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"5BqgwQjv0BozMykCLM24c0","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893792977,"updatedAt":1774893792977},"id":"tpm-feature-cpp-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Provides easy-to-view snapshots of total spend and account activity. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5vCFrLTbjHSgoaMO73Xnzc","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774893875509,"updatedAt":1774893875509},"id":"tpm-feature-apc-NZ","columns":[{"_id":"1Wr98IlpyRJNyz5srr6pvY","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893841504,"updatedAt":1774893841504},"id":"tpm-feature-apc-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Automated claims processing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"13t0etJ2PDaSTs901S0Ijs","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893868291,"updatedAt":1774893868291},"id":"tpm-feature-apc-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A trade promotion management solution should automate claims processing so that it is streamlined, effective and straightforward.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"6PkSDnqHFN2eeqXfgFlrb8","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774893955150,"updatedAt":1774893955150},"id":"tpm-feature-payment-settlement-NZ","columns":[{"_id":"2Xj48g6x3Sj7nNmtJRxGEx","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893919424,"updatedAt":1774893919424},"id":"tpm-feature-payment-settlement-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Payment and settlement ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"MXSNrCNnHuQMpRA9k2gYi","_metadata":{"type":"columnContent","revision":1,"createdAt":1774893948720,"updatedAt":1774893948720},"id":"tpm-feature-payment-settlement-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Validates each invoice to ensure you only pay approved amounts.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"7IBZp3yyYm7FyAak0rKkle","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774894050828,"updatedAt":1774894050828},"id":"tpm-feature-close-deductions-NZ","columns":[{"_id":"5ZSaaamyRJ0MwJzpTfFeKk","_metadata":{"type":"columnContent","revision":1,"createdAt":1774894015179,"updatedAt":1774894015179},"id":"tpm-feature-close-deductions-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Close deductions","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"7sPNeaNb9tmNRGLEzv7ICX","_metadata":{"type":"columnContent","revision":1,"createdAt":1774894042493,"updatedAt":1774894042493},"id":"tpm-feature-close-deductions-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Matches open deductions with claims so you spend less time manually identifying payments.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"2Xa68boHKsDyOKRt5ZyYqm","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774894141741,"updatedAt":1774894141741},"id":"tpm-feature-direct-indirect-customers-NZ","columns":[{"_id":"1238alhHE8H5xAnc0IAKU8","_metadata":{"type":"columnContent","revision":1,"createdAt":1774894110281,"updatedAt":1774894110281},"id":"tpm-feature-direct-indirect-customers-title-NZ","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage direct and indirect customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"6psuUDwjDLEXuPlqTNnts","_metadata":{"type":"columnContent","revision":1,"createdAt":1774894134373,"updatedAt":1774894134373},"id":"tpm-feature-direct-indirect-customers-benefit-NZ","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Seven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardised processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"standardisation minimizes or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralised data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyse market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimisation of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyse and optimize a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimize inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Adhering to local regulatory rules and business guidelines can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimize and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimize trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behaviour","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should seamlessly integrate with your other systems for enterprise resource planning (ERP), customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organisations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimize human errors. Users should also receive regular training and refresher courses on how to optimize the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4B5jBCXXbc9TqXVzI6wAuY","_metadata":{"type":"cta","revision":6,"createdAt":1740670784894,"updatedAt":1745511540046},"id":"tpm-best-in-class","ctaType":"Embedded CTA","title":"See what makes us ‘Best-in-Class’","link":{"_id":"oWuphDjnU0LrhJAwCeZyu","_metadata":{"type":"link","revision":8,"createdAt":1740670784926,"updatedAt":1774551275832},"id":"tpm-best-in-class","title":"Explore our award-winning enterprise planning solutions","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimize these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyse the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardised basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalization and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimisation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimize your promotional efforts and drive ROI.","marks":[]}]}],"blogPostFaqList":[{"_id":"2Ym9CjToXQx1BYv0dscGmO","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774894629488,"updatedAt":1774894629488},"id":"tpm-vs-tmo-NZ","question":"What is the difference between trade promotion management (TPM) and trade promotion optimisation (TPO)?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The difference between TPM and TPO is that TPM focuses on management while TPO focuses on excellence. TPM handles the day-to-day planning and claims. TPO uses data to find the most profitable strategy using predictive modelling.","marks":[]}]}]},{"_id":"hQmNCpW6zJnVdcte1oBd5","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774894665353,"updatedAt":1774983893988},"id":"benefits-trade-promo-manual-records-NZ","question":"What are the benefits of digital trade promotion planning over manual records?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The benefits of digital trade promotion planning over manual records include better accuracy and a move away from relying on last year's plan. Unlike manual spreadsheets, a trade promotion planning tool enables data harmonisation, connecting POS and internal data automatically. This reduces time spent cleaning data and allows you to focus on incremental growth and acting on insights through automated post-event analysis.","marks":[]}]}]},{"_id":"5GWPvoB8MfjkMntsX23BrX","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774894730424,"updatedAt":1774983908442},"id":"AI-impact-trade-promo-NZ","question":"How does AI impact my trade promotion planning?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI impacts your trade promotion planning by acting as a colleague that turns raw data into clear, actionable instructions. Instead of just showing you what happened, AI identifies winning promotions with the highest incremental lift and flags underperforming events for immediate adjustment. It allows teams to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ai-trade-promotion"},"content":[{"nodeType":"text","value":"talk to their data","marks":[]}]},{"nodeType":"text","value":" in plain language to get instant prescriptive guidance. For example, you can identify which SKUs are being cannibalised and where to reallocate spend to maximise ROI.","marks":[]}]}]},{"_id":"1zrffvZ6KV2BQ5Udex3g3E","_metadata":{"type":"platformFaq","revision":1,"createdAt":1774894765787,"updatedAt":1774894765787},"id":"results-trade-promotion-tool-NZ","question":"How long does it take to see results from a trade promotion planning tool?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"How long it takes to see results can be as little as 6-8 weeks according to TELUS’ implementation data. Many companies see benefits during their first annual planning cycle after the tool goes live.","marks":[]}]}]}]},{"_id":"7gPABIu0aQZx36NHg2S3ht","_metadata":{"type":"blogPostRegionOverride","revision":3,"createdAt":1774967854018,"updatedAt":1774983959125},"name":"What is TPM - US","country":"US","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways ","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manage spend: ","marks":["bold"]},{"nodeType":"text","value":"Trade spend is the second largest expense for CPG and foodservice manufacturers after the cost of goods sold.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Automate processes:","marks":["bold"]},{"nodeType":"text","value":" Automated Trade Promotion Management software replaces error-prone spreadsheets with real-time visibility and centralized contract management.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Streamline claims:","marks":["bold"]},{"nodeType":"text","value":" Integration with ERP systems speeds up claims processing and reduces outstanding deduction balances by automating validation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Analyze ROI: ","marks":["bold"]},{"nodeType":"text","value":"AI-powered analytics and volume phasing help demand planners separate baseline sales from incremental lift for accurate reporting.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower growth","marks":["bold"]},{"nodeType":"text","value":": ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"TELUS Trade Promotion Management","marks":["underline"]}]},{"nodeType":"text","value":" turns trade spend from a complex expense into a strategic growth tool by providing a single source of truth for your data.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are essential for retail and foodservice growth. Yet, according to the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"Promotion Optimization Institute","marks":["underline"]}]},{"nodeType":"text","value":", 50% of companies state proper data cleansing, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-us/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"harmonizing and staging data","marks":["underline"]}]},{"nodeType":"text","value":" is holding them back from delivering trade promotion optimization and analytics. This lack of visibility makes it hard to see how investments perform. TELUS Agriculture \u0026 Consumer Goods provides a complete Trade Promotion Management solution. We help you move from manual planning to data-driven growth. Our software automates workflows and cleanses data so you can focus on increasing your profits.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"3rRRz1CF9P8sZfMIUQz33v","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774549282465,"updatedAt":1774549282465},"id":"insights-trade-spend-quote","heading":"We were gaining little insight into our trade spend and the sales team wasn't using their time in the most effective way. We knew why we had to take action, but were not sure how.","author":"Bob Schmidt","additionalInformation":"Director of Customer Marketing, ACH Food Companies "},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"A definitive guide to trade promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are a staple of the retail and foodservice industries and a driving force to increase sales and grow market share. However, understanding profitability and managing trade promotions is challenging. Many companies are unsatisfied with their trade planning processes and don’t have clear visibility into how their investments perform. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/best-trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade promotion management (TPM) software","marks":["underline"]}]},{"nodeType":"text","value":" can help design efficient promotions that deliver better consumer value and ultimately increase your profits.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/products/trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" is the process of managing trade spend activity in the retail and foodservice industries. It encompasses the entire trade promotion lifecycle of planning, executing and settling trade activities.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What are trade promotions?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotions are B2B promotional activities that use pricing tactics to stimulate demand for certain products. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"Effective promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":" can boost brand success. For foodservice manufacturers, trade programs focus on operator and distributor incentives, while CPG retail manufacturers create incentives for consumers to take action. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common retail trade promotion strategies include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deals and discounts:","marks":["bold"]},{"nodeType":"text","value":" Discounts for a certain dollar amount or percentage off are the most common tactics to drive consumer demand. You can combine these promotions with incentives for retailers that encourage them to promote the product as well.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundles","marks":["bold"]},{"nodeType":"text","value":": Bundles can provide value and convenience for shoppers while helping you drive volume. Examples include bundling ketchup and mustard together, or promoting personal care gift sets during the holiday season. Bundles can also help sell slow-moving products by pairing them with popular products.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Display fixtures: ","marks":["bold"]},{"nodeType":"text","value":"Catching the consumer’s attention is the first step in getting a sale, and in-store displays do just that. Examples include end caps, free-standing and interactive displays, shelf talkers, instantly redeemable coupons (IRCs) and more.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Rebates","marks":["bold"]},{"nodeType":"text","value":": Post-purchase rebates are popular promotion tools, as they target both wary buyers and impulse shoppers. Rebates can drive demand with minimal impact to profit margins as consumers may purchase the item at full price, but later forget to claim their rebate.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Sales contests","marks":["bold"]},{"nodeType":"text","value":": Engaging retailers to promote your product is often essential for successful trade promotions. You can offer prizes, bonuses or other incentives to stores that achieve predefined targets.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Special pricing:","marks":["bold"]},{"nodeType":"text","value":" Special pricing and customized discounts can be offered directly to consumers digitally, or through partnerships with retailers.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Some of the most common foodservice trade promotion practices include:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Deductions and claims: ","marks":["bold"]},{"nodeType":"text","value":"When distributors or operators agree to carry a certain product they negotiate trade terms with the manufacturer. These can include volume discounts, minimum order quantities (MOQs) and other promotional agreements. When submitting invoices, retailers and distributors deduct funds based on the trade agreement, then your accounts receivable team must validate the claims are legitimate. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-us/blog-resources/tpm-highland-baking"},"content":[{"nodeType":"text","value":"Efficient deductions and claims management","marks":["underline"]}]},{"nodeType":"text","value":" is crucial for maintaining profit margins and fostering positive relationships with your distributors and customers.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"GPO discounts","marks":["bold"]},{"nodeType":"text","value":": Group purchasing organizations (GPOs) are buying associations that negotiate with manufacturers, on behalf of their members, for volume-based discounts or preferable terms.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Operator deviated pricing:","marks":["bold"]},{"nodeType":"text","value":" Deviated pricing occurs when the distributor purchases a product at their normal price, then delivers it to the operator minus a discount from the manufacturer. In that case, the distributor bears the short-term cash flow burden of the incentive.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is trade promotion management important? ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade spend is typically the second largest line item on a manufacturer’s P\u0026L after the cost of goods sold. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/making-every-dollar-and-minute-count-in-trade-promotions"},"content":[{"nodeType":"text","value":"Effective trade promotion management","marks":["underline"]}]},{"nodeType":"text","value":" can have a substantial impact on your sales and profits, either positive or negative.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gartner.com/en/articles/ai-value-metrics"},"content":[{"nodeType":"text","value":"According to Gartner","marks":["underline"]}]},{"nodeType":"text","value":", the strategic use of AI can significantly accelerate your speed to value. Manufacturers can simulate different models to see better sales conversions and more efficient collections in just eight to 12 weeks. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By utilizing trade promotion optimization features powered by AI such as predictive analytics and scenario planning, manufacturers can quickly make their trade planning process more efficient. While optimizing labor costs typically takes a full fiscal quarter, quick wins from AI-driven forecasting build the momentum needed for long-term strategic growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What makes trade promotion management effective?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To turn trade spend into a strategic advantage, manufacturers must focus on three core pillars of execution:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate and timely information:","marks":["bold"]},{"nodeType":"text","value":" Trade planning decisions are often based on incomplete assumptions or inaccurate data. Sales and marketing managers may have details on past promotions, but they need the full picture. Clearly defined pricing commitments, an accurate demand forecast and store-level performance data all inform successful promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient organization and partner integration:","marks":["bold"]},{"nodeType":"text","value":" Key elements of organizational and partner integration include standardized metrics, systemic information sharing and collaborative processes. Integration with retail or foodservice partners is the key to successful execution of promotions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Well-defined key performance indicators (KPIs): ","marks":["bold"]},{"nodeType":"text","value":"KPIs tell manufacturers how trade promotions perform against ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"predetermined objectives","marks":["underline"]}]},{"nodeType":"text","value":" so they know what makes a promotion effective.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective trade promotion management can boost top-line sales, grow market share and increase net profit.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"5edJKQZsiCrLDCGnsPQKuT","url":"//images.ctfassets.net/x9vf49eb1fms/5edJKQZsiCrLDCGnsPQKuT/3182bfa2319d758e4d6175bbc8cc31d3/trade-promotion-optimization-analytics.png","title":"trade-promotion-optimization-analytics","description":"Visual representation of a tool for performance management, highlighting trade promotion optimization and analytics capabilities","contentType":"image/png","dimensions":{"width":800,"height":500},"size":99737,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is trade promotion management software?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Trade promotion management software automates the process of planning, approving and analyzing trade spend. It provides detailed insights into the volume and profitability of trade promotions, and aids in gathering real-time data. TPM solutions can be enhanced with trade promotion optimization tools, but should include the following standard features:","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7H8PucmtMYjqdDNdPSkzrV","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774553728703,"updatedAt":1774553728703},"id":"tpm-features-reporting-analytics","columns":[{"_id":"wpL10Xm2jq8Pa2nnPm9JT","_metadata":{"type":"columnContent","revision":1,"createdAt":1774553701713,"updatedAt":1774553701713},"id":"tpm-features-reporting-analytics-title","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Reporting and 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benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Centralizes contracts providing visibility into how various promotions compare to one another.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"6Xu7EmGJ79n7yM5k58UOBe","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774553900138,"updatedAt":1774553900138},"id":"tpm-features-cpp","columns":[{"_id":"3BMpWSI6pGrPf2C37XBPmW","_metadata":{"type":"columnContent","revision":1,"createdAt":1774553846860,"updatedAt":1774553846860},"id":"tpm-features-cpp-title","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Calendar promotion 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benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Validates each invoice to ensure you only pay approved amounts.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"6Ia17yr5uT6cGEzoYF8ZM1","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774554080089,"updatedAt":1774554080089},"id":"tpm-features-close-deductions","columns":[{"_id":"6HcwFZ1HhVBQLduitvxPua","_metadata":{"type":"columnContent","revision":1,"createdAt":1774554062073,"updatedAt":1774554062073},"id":"tpm-features-close-deductions-title","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Close deductions","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"2H4MY6NMhibBEXR6H91jNN","_metadata":{"type":"columnContent","revision":2,"createdAt":1774554075415,"updatedAt":1774967750701},"id":"tpm-features-close-deductions-benefits","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Matches open deductions with claims so you spend less time manually identifying payments.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"53X4FwY3pdZiwuMHmLrw88","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1774554329874,"updatedAt":1774554329874},"id":"tpm-features-direct-indirect-customers","columns":[{"_id":"3PXK4BXdIuCxpyBMnZKfeI","_metadata":{"type":"columnContent","revision":1,"createdAt":1774554307529,"updatedAt":1774554307529},"id":"tpm-features-direct-indirect-customers-title","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Manage direct and indirect customers","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"2jfHGOg7ZB0uwqA6JarDU1","_metadata":{"type":"columnContent","revision":1,"createdAt":1774554326457,"updatedAt":1774554326457},"id":"tpm-features-direct-indirect-customers-benefit","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Strategic benefit","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manages promotions for indirect customers that buy through distributors. Unlike direct sales, where transactions are clearly visible in customer order data, indirect sales require additional attention to maintain accurate promotional pricing and pay claims correctly.","marks":[]}]}]}]},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Seven steps to successful trade promotion management","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"1. Standardization","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Capture the right information, and take the right steps every time, with standardized processes. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en/blog-resources/trade-promotion-management-cpg-playbook"},"content":[{"nodeType":"text","value":"Standardization minimizes or eliminates the chances for human error","marks":["underline"]}]},{"nodeType":"text","value":" in each key component in the trade promotion management process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"2. Promotion management","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Take control of your promotion creation and storage. Reduce lapsed and lost promotions and build approval accountability. A trade promotion management system’s centralized data makes it simple to approve promotions, pay claims or clear deductions.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"3. Data acquisition","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Maintain data hygiene throughout the acquisition and logging process to improve financial performance. For example, if a distributor does not meet the deduction policy timeframe you may not have to pay that incentive. Data acquisition includes importing electronic claims data and logging incoming paper claims.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"4. Verification","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Review claims throughout your trade management process. At each step, be sure that payment requests are valid and non-duplicative. Manufacturers should compare each claim against the terms of the contract and its associated products to ensure valid payment. Evaluate claim data against previous claim submissions to support reconciliation and prevent double dipping.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"5. Reconciliation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Resolve invalid invoice details, and place any claim with a discrepancy on “pending” status. The promotion owner can then update the promotion details, or give direction to reject the invalid products or invoices. The account manager must also address the issue with the distributor or operator to prevent future discrepancies.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"6. Settlement","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Prevent deductions and confirm a valid settlement when transferring funds. If a credit won’t reach the distributor before the deduction policy timeframe, issue a formal notification.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"7. Analytics and reporting","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Understand how a trade strategy is performing across channels and customers, and adjust where necessary. Use a KPI dashboard to monitor pending claims, rejected claims, spending by component and volume fulfilment. In standard reports, pull information on distributor performance, estimated vs. actuals by promotion and analyze market support spend against promotion budgets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6pserTbygF5yGWHaK2d6QU","_metadata":{"type":"cta","revision":2,"createdAt":1774551084963,"updatedAt":1774967554020},"id":"tpm-Smithfield’s global success story","ctaType":"Embedded Image CTA","title":"Trade Promotion Management: Smithfield’s global success story","link":{"_id":"1bVXPL4buZSBCB4fJHHZlE","_metadata":{"type":"link","revision":1,"createdAt":1774551071270,"updatedAt":1774551071270},"id":"tpm-smithfield-foods","title":"Learn more","url":"/blog-resources/tpm-smithfield-foods","isExternal":false},"image":{"_id":"1eaMyaOKloL2tAp8HTiGpl","_metadata":{"type":"image","revision":1,"createdAt":1774894526974,"updatedAt":1774894526974},"id":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","source":{"_id":"66hwURLHeiSEzi8oDU9Wgx","url":"//images.ctfassets.net/x9vf49eb1fms/66hwURLHeiSEzi8oDU9Wgx/1d70ede25903a527470b7b21b678edbe/blog-casestudy-Bayer-image.png","title":"blog-casestudy-Bayer-image","description":"A man and a woman engage in a discussion in a meeting room focused on trade promotion management strategies","contentType":"image/png","dimensions":{"width":800,"height":500},"size":598250,"version":1}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding trade promotion planning and workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Central to the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/tpm-to-integrated-rgm-lindt"},"content":[{"nodeType":"text","value":"success of trade planning solutions","marks":["underline"]}]},{"nodeType":"text","value":" is an efficient and clear workflow. It enables effective management, tracking and optimization of trade promotions. Yet one of the most common change requests post implementation is to simplify the workflow. Below we look at the importance of workflow management and discuss best practices to achieve trade promotion excellence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why are trade promotion management workflows important ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A well-defined trade promotion management workflow defines the steps to plan, execute, analyze and optimize a promotion. Clear workflows support ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-forecasting"},"content":[{"nodeType":"text","value":"accurate forecasting","marks":["underline"]}]},{"nodeType":"text","value":" to minimize inventory disruptions and deliver more successful promotions. Having visibility into the entire promotion lifecycle can prevent siloed departments from launching overlapping or competing promotions. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Setting business rules and clearly defining your trade promotion management workflow can mitigate budget issues and better control trade spend. This helps avoid overspending and ensures alignment with strategic objectives.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Simplifying trade promotion management workflows","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Even basic trade promotion management workflows include the following key processes: ","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Planning and budgeting: This involves setting objectives and allocating budgets. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion development: This includes product and mechanic design, creation and approval.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Efficient execution: Facilitate communication among internal teams and external partners. Monitor real-time data such as sales, stock levels, customer engagement and retail execution compliance, and adjust as needed.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post-event analysis (PEA): Collect data from multiple sources, calculate return on investment (ROI) and establish feedback loops for continuous improvement. PEA also monitors long-term effects, both positive and negative, such as changes in customer loyalty and brand perception.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Optimize and refine future promotions: Improve promotion design, audience targeting and budget planning through post-event analysis, and by gathering feedback from internal and external stakeholders. Coordination with consumer marketing is essential to support these activities. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Reporting and feedback: Provides all relevant departments with access to outcomes for strategic alignment and cross-departmental collaboration.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance and auditing: Ongoing monitoring to confirm promotions comply with business and regulatory rules. Conduct regular audits to identify areas for further improvement.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"7gWkKiqmJNFk8K0w3qdxmN","url":"//images.ctfassets.net/x9vf49eb1fms/7gWkKiqmJNFk8K0w3qdxmN/e835ce34b91cb5f081b06b92d4510567/trade-spend-promotional-acitivites.jpg","title":"trade-spend-promotional-acitivites","description":"A man delivers a presentation on trade spend and promotional activities to an engaged group of attendees","contentType":"image/jpeg","dimensions":{"width":800,"height":500},"size":116267,"version":6},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices to optimize trade promotion management processes","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All stakeholders should have a clear understanding of the promotion lifecycle, including the financial impact to the manufacturer and retailer. The workflow should be agile enough to accommodate changes in market conditions, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"consumer behavior","marks":["underline"]}]},{"nodeType":"text","value":" and company strategy. ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Pre implementation ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The trade promotion management system should ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-software-integration"},"content":[{"nodeType":"text","value":"seamlessly integrate with your other systems for enterprise resource planning (ERP)","marks":["underline"]}]},{"nodeType":"text","value":", customer relationship management (CRM) and supply chain management (SCM). Modular features that can be turned on or off as needed can simplify the implementation process.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"During implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Many organizations discover their workflows are overly complex or misaligned with their day-to-day operations. This can result in reduced user adoption, or create decision-making bottlenecks and delays. A good technology provider will take time to understand your business and focus on automating the right processes with your trade promotion management system.  ","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Post implementation","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Post implementation, regular reviews and feedback can help identify which parts of the process are working, and which aren't. Based on user input and advanced analytics, you can make iterative improvements to streamline the workflow. Whenever possible, automate manual tasks to save time and minimize human errors. Users should also receive regular training and refresher courses on how to optimize the trade promotion management workflow.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While simple workflows are ideal, the process still needs to capture all necessary information. Finding a balance between simplification and the need for control, visibility and flexibility are essential to a successful TPM workflow.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"4B5jBCXXbc9TqXVzI6wAuY","_metadata":{"type":"cta","revision":6,"createdAt":1740670784894,"updatedAt":1745511540046},"id":"tpm-best-in-class","ctaType":"Embedded CTA","title":"See what makes us ‘Best-in-Class’","link":{"_id":"oWuphDjnU0LrhJAwCeZyu","_metadata":{"type":"link","revision":8,"createdAt":1740670784926,"updatedAt":1774551275832},"id":"tpm-best-in-class","title":"Explore our award-winning enterprise planning solutions","url":"/blog-resources/telus-cpg-poi-awards-2025","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Importance of trade promotion management volume phasing","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One of the pain points with trade planning can be aligning supply and demand through ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/streamline-your-target-setting-for-trade-promotion-management-optimization"},"content":[{"nodeType":"text","value":"target setting","marks":["underline"]}]},{"nodeType":"text","value":" and volume phasing. This requires an understanding of both promotion phasing and building blocks.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotions can be phased according to pre promotion, during promotion and post promotion. Understanding volumes during each phase is important to designing successful promotions. A promotion can impact the shopper's typical buying cycle with stock-up effects dampening residual sales.  ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Promotion building blocks help you separate baseline sales vs. incremental sales to measure the actual impact of a promotion and its ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"ROI","marks":["underline"]}]},{"nodeType":"text","value":". By incorporating this data into forecast models, Demand Planning teams can generate more accurate predictions of future demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The best way to optimize these two components is to create well-defined category and retailer profiles, then use your automated trade promotion management solution to analyze the data. Using automated analytics capabilities to measure promotional activities is preferable for a few key reasons:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Speed, efficiency and accuracy: Automated systems process large amounts of data faster and more accurately than humans, reducing the chances of human errors and biases.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Consistency: Automated systems help ensure volume phasing is executed consistently across SKUs and promotions, providing a standardized basis for analysis and decision making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics: Automated systems are able to continuously learn by looking for patterns in historical data including seasonality, past performance and competitor actions. These machine learning models and algorithms make predictions that account for cannibalization and retailer forward buying. They also consider outside factors like economic indicators, weather forecasts and social media sentiment.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"With automated systems in place, the role of the account manager in volume phasing then becomes one of oversight. This human element is equally important to ensure that market disruptions, retailer nuances and real-world events are considered in the forecast.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A balanced approach that combines the power of predictive analytics with the expertise and judgement of account managers will likely yield the best results for your promotions.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2ZKz52oaMy5li09ttjZRVH","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774551475874,"updatedAt":1774551475874},"id":"tpm-highland-baking-company-quote","heading":"Processing claims used to consume so much of my time. This system has completely shifted my workload. Instead of manually processing every claim, I can focus on the strategic rebill process where we're actually recovering significant revenue.","author":"Karen Holansky","additionalInformation":"TPM Operations Lead, Highland Baking Company"},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How TELUS Trade Promotion Management helps strategy and optimization","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Trade Promotion Management helps ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-management-1440-foods"},"content":[{"nodeType":"text","value":"streamline your promotional strategies","marks":["underline"]}]},{"nodeType":"text","value":", from planning to execution. With advanced features like AI-driven predictive analytics, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/trade-promotion-scenario-planning"},"content":[{"nodeType":"text","value":"scenario planning","marks":["underline"]}]},{"nodeType":"text","value":" and post-event analysis, you can gain valuable insights to optimize your promotional efforts and drive ROI.","marks":[]}]}]}]},{"_id":"6kXBARCS76yO3VMP7qkExc","_metadata":{"type":"blogPost","revision":6,"createdAt":1774888774509,"updatedAt":1775161576104},"id":"Data-driven-agronomy","title":"Stop selling jugs: Why data-driven agronomy beats commodity selling every time","categories":[{"_id":"3NthHSwbaH1W0tOlYYz9OR","_metadata":{"type":"category","revision":146,"createdAt":1693948944937,"updatedAt":1774888774649},"id":"agriculture","name":"Agriculture"}],"image":{"_id":"5mN0TF3IfyGIuWPIH6xkMO","_metadata":{"type":"image","revision":3,"createdAt":1774469906274,"updatedAt":1774888774688},"id":"Crop-planning-ag-retail","description":"Agronomist in a field, holding a digital dashboard showing centralized crop planning and field data insights for US ag retailers","source":{"_id":"22vJz2bZwDmdGBzt80imv3","url":"//images.ctfassets.net/x9vf49eb1fms/22vJz2bZwDmdGBzt80imv3/7c4822c8b1e927f23682478f834a5200/crop_planning_ag_retail.jpg","title":"Crop_planning_ag_retail","description":"Agronomist in a field, holding a digital dashboard showing centralized crop planning and field data insights for US ag retailers","contentType":"image/jpeg","dimensions":{"width":3684,"height":2456},"size":383890,"version":2}},"excerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Stop competing on commodity pricing and start delivering verified outcomes. Use TELUS Agronomy to turn field data into ROI, build grower loyalty and become an essential strategic advisor.","marks":[]}]}],"slug":"data-driven-agronomy","countryOverrides":[{"_id":"4N4sOhwuZtpJbWXWWS0kKl","_metadata":{"type":"blogPostRegionOverride","revision":5,"createdAt":1774548613945,"updatedAt":1774888775737},"name":"Data-driven-agronomy-US","country":"US","seoTitle":"Stop selling jugs: Why data-driven agronomy beats commodity selling every time.","seoDescription":"Stop competing on commodity pricing and start delivering verified outcomes. Use TELUS Agronomy to turn field data into ROI, build grower loyalty and become an essential strategic advisor.\n\n","seoKeywords":["Data-driven agronomy","Outcome-based ag retail","Digital agronomy","Agronomy operations","Agriculture input costs","Verified outcomes","Data fragmentation","Agronomist productivity tools","Automated agronomic workflows"],"blogPostTitle":"Stop selling jugs: Why data-driven agronomy beats commodity selling every time.","blogPostExcerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Stop competing on commodity pricing and start delivering verified outcomes. Use TELUS Agronomy to turn field data into ROI, build grower loyalty and become an essential strategic advisor.\n","marks":[]}]}],"blogPostImage":{"_id":"22vJz2bZwDmdGBzt80imv3","url":"//images.ctfassets.net/x9vf49eb1fms/22vJz2bZwDmdGBzt80imv3/7c4822c8b1e927f23682478f834a5200/crop_planning_ag_retail.jpg","title":"Crop_planning_ag_retail","description":"Agronomist in a field, holding a digital dashboard showing centralized crop planning and field data insights for US ag retailers","contentType":"image/jpeg","dimensions":{"width":3684,"height":2456},"size":383890,"version":2},"blogPostDescription":"\n","blogPostBody":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Learn how to pivot your ag retail strategy. Move away from managing input costs to driving verified success.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Pivot from inputs to outcomes:","marks":["bold"]},{"nodeType":"text","value":" Stop competing on commodity pricing. Through a digital agronomy solution, deliver measurable results to transform your relationship from a vendor to an essential partner.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Supercharge the advisor experience:","marks":["bold"]},{"nodeType":"text","value":" Growers trust advice when they can rely on evidence. By leveraging ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/agriculture/agronomy-software"},"content":[{"nodeType":"text","value":"TELUS Agronomy","marks":["underline"]}]},{"nodeType":"text","value":" and connecting field-level data to real-time recommendations, you move beyond promises by using a single source of truth to visualize success.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital integration is the new loyalty:","marks":["bold"]},{"nodeType":"text","value":" Maintain influence by becoming the primary data hub for independent growers. Deliver more accurate analysis to become the \"must-have\" advisor in a crowded market.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Turn data into trust:","marks":["bold"]},{"nodeType":"text","value":" Act as a strategic consultant. Automate the delivery of verified ROI to provide high-value, data-driven answers exactly when your growers need them most.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary: How leading ag retailers are demonstrating value and overcoming the commoditization cliff","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Agricultural retailers in the US are currently facing a \"commoditization cliff\" where rising agriculture input costs intensify price competition. To thrive in 2026, retailers need to pivot their value proposition from just selling “jugs” to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/future-farming-agriculture"},"content":[{"nodeType":"text","value":"delivering verified, data-driven outcomes.","marks":["underline"]}]},{"nodeType":"text","value":" This evolution requires transitioning from transactional order takers to strategic consultants who act as an indispensable extension of the grower’s team.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Insulate your ag retail operation from market volatility","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Let’s be honest: If your primary value proposition is the price of a jug, you’ve already lost. The retailers who thrive in 2026 aren't the ones racing to the bottom on price; they’re the ones who distinguish themselves by acting as a natural, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ag-retail-enhance-relationship-drive-sales"},"content":[{"nodeType":"text","value":"indispensable extension of the grower’s own team","marks":["underline"]}]},{"nodeType":"text","value":".","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This is how you differentiate: use collaborative digital platforms and data-driven agronomy to turn raw agronomic data into a resilient, trust-based partnership that pure price-based competitors simply can’t replicate. When you provide the tools and insights that directly increase a grower's production and profitability, your value becomes inherent to their success. This can help effectively insulate your business from market volatility and data fragmentation.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Build your advisor status through an actionable plan with TELUS Agronomy","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern grower, especially the next-gen farmer, isn't looking for a vendor. They’re looking for a ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/future-farming-agriculture"},"content":[{"nodeType":"text","value":"digital-first partner","marks":["underline"]}]},{"nodeType":"text","value":" who can provide outcome-based ag retail services. They want someone who can synthesize machine data, scouting and soil sampling to deliver a clear, actionable plan.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The proof gap: why \"trust me\" isn't enough","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"According to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://stratusresearch.com/"},"content":[{"nodeType":"text","value":"Stratus Ag Research","marks":["underline"]}]},{"nodeType":"text","value":", 75% of growers receive advice, but only 25% are getting data-backed performance metrics. That’s a massive \"proof gap.\" Growers are drowning in data but starving for insights. When you move the conversation from \"Trust me, this works\" to \"Here is the comparative data on how this performed in similar soil conditions,\" you change the dynamic entirely. You’ve stopped selling a product and started delivering a verified outcome.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why you don’t want to get caught with your growers looking elsewhere","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Growers aren't just looking for products; they’re actively seeking out objective, third-party perspectives to navigate an increasingly complex input landscape. They want to know that the advice they receive is tied to ","marks":[]},{"nodeType":"text","value":"their","marks":["italic"]},{"nodeType":"text","value":" success, not just a manufacturer's sales quota.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"According to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/agriculture/our-insights/global-farmer-insights-2024"},"content":[{"nodeType":"text","value":"McKinsey \u0026 Company","marks":["underline"]}]},{"nodeType":"text","value":", \"31% of farms look to an independent agronomist or agronomic advisory companies for advice on agriculture purchases and soil health.” ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This isn't just a number. It’s a warning for the traditional retail model. When nearly one-third of your growers are looking outside your gates for advice, it signals a fundamental shift in the power dynamic. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The takeaway for ag retailers: If your value proposition is still limited to the physical product (the \"jugs\"), you’re at risk of being bypassed. Retain your influence, close the gap between vendor and partner by adopting an agronomic operating system like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/agriculture/agronomy-software"},"content":[{"nodeType":"text","value":"TELUS Agronomy","marks":["underline","bold"]}]},{"nodeType":"text","value":". 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Managing profit in the consumer packaged goods industry requires more than just high sales volume. Demand planners can be the front line of defense against rising costs. According to PwC,","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.pwc.com/us/en/industries/consumer-markets/library/consumer-markets-trends.html"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"industry leaders achieve up to 50% cost reductions","marks":["underline"]}]},{"nodeType":"text","value":" by using AI to automate the back end of trade and promotions. By using trade promotion management solutions, manufacturers can ensure that every promotion is planned against a realistic cost structure.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6h30org1iL2tSvH0MbA2zj","_metadata":{"type":"cta","revision":3,"createdAt":1774293386652,"updatedAt":1774886730038},"id":"trade-promo-management","ctaType":"Embedded Image CTA","title":"Protect your brand margins","subtitle":"Discover how TELUS Trade Promotion Management can help you improve planning efficiency.","link":{"_id":"789Dmc4fpqb5W45u6eTBZJ","_metadata":{"type":"link","revision":3,"createdAt":1774293294360,"updatedAt":1774886730070},"id":"trade-promo-management","title":"Explore our solution ","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false},"image":{"_id":"5xVMJf24ydqnnXbohS101L","_metadata":{"type":"image","revision":3,"createdAt":1774293374631,"updatedAt":1774886730101},"id":"TELUS-team-member-with-tablet","description":"TELUS team member holding tablet in office.","source":{"_id":"6coVW5DwoZ8aGJhgoaonvj","url":"//images.ctfassets.net/x9vf49eb1fms/6coVW5DwoZ8aGJhgoaonvj/4f6b113c04c0e0f21b22e8f7fcbae753/TELUS-team-member-with-tablet.jpg","title":"TELUS-team-member-with-tablet","description":"TELUS team member holding tablet in office.","contentType":"image/jpeg","dimensions":{"width":4177,"height":2786},"size":206205,"version":3}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How does CPG COGS optimization impact trade planning?","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is CPG COGS optimization?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG COGS optimization is the strategic management of production and distribution costs to maximize gross profit. For demand planners, this means planning promotions that use existing inventory efficiently rather than creating costly supply chain spikes.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is COGS important for profitability?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"COGS is the largest expense for most manufacturers. Even a 1% reduction in retail COGS can lead to a significant boost in net income. According to Deloitte,","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.deloitte.com/us/en/insights/industry/retail-distribution/retail-distribution-industry-outlook.html"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"70% of retailers are expanding their value priced assortments","marks":["underline"]}]},{"nodeType":"text","value":" to protect margins. This shift makes CPG COGS transformation a priority for manufacturers to keep production costs low. If a demand planner ignores COGS when planning a deep discount, they risk a promotion where the cost to make and move the product exceeds the revenue.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What drives COGS in consumer goods?","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Ingredients","marks":["bold"]},{"nodeType":"text","value":": Raw materials used in the product.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Direct labor","marks":["bold"]},{"nodeType":"text","value":": Workforce required for manufacturing.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Overhead","marks":["bold"]},{"nodeType":"text","value":": Fixed costs like factory rent and utilities.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Packaging","marks":["bold"]},{"nodeType":"text","value":": Materials used to wrap and ship the goods.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Demand forecasting and its impact on COGS","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does demand forecasting impact COGS?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Demand forecasting predicts what shoppers will buy based on past data and future promotions. If a forecast is too low, manufacturers face high COGS due to rush shipping and overtime labor. If it is too high, capital is tied up in inventory that may expire.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are techniques for accurate demand forecasting?","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Modern manufacturers use trade promotion management software to blend historical base sales with incremental promotional lift. 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","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-analysis"},"content":[{"nodeType":"text","value":"Trade promotion management tools","marks":["underline"]}]},{"nodeType":"text","value":" track these metrics in real time.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"BaOjYWjAkl3XV3gg0QqP3","_metadata":{"type":"resourceColumns","revision":2,"createdAt":1774366158680,"updatedAt":1774884138707},"id":"cpg-cogs-KPI-table-gross-margin-Global","columns":[{"_id":"6huSEbyBvZFuEkQspGgeQn","_metadata":{"type":"columnContent","revision":3,"createdAt":1774366135676,"updatedAt":1774884138736},"id":"cpg-cogs-KPI-table-gross-margin-title-Global","content":[{"nodeType":"heading-4","content":[{"nodeType":"text","value":"Gross margin 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planners ","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Shows the final revenue after all COGS and trade terms are deducted.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"1mV5LNJC7ivRSCNJ5gwrT4","_metadata":{"type":"resourceColumns","revision":2,"createdAt":1774366578247,"updatedAt":1774884138900},"id":"cpg-cogs-KPI-table-forecast-Global","columns":[{"_id":"3hoUUjFxtS2tpuKjYLgyZw","_metadata":{"type":"columnContent","revision":3,"createdAt":1774366557336,"updatedAt":1774884138933},"id":"cpg-cogs-KPI-table-forecast-title-Global","content":[{"nodeType":"heading-4","content":[{"nodeType":"text","value":"Forecast 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TELUS Agriculture \u0026 Consumer Goods provides the software needed to bridge the gap between sales and production. Our Trade Promotion Management software ensures your plans are financially sound before they are sent to the retailer. By providing visibility into current production costs, we help you understand how to reduce COGS through better planning and volume management.","marks":[]}]}],"blogPostFaqList":[{"_id":"6WXLcA2QOOp38gmmwY8Yi5","_metadata":{"type":"platformFaq","revision":2,"createdAt":1774366648051,"updatedAt":1774884139000},"id":"tpm-software-lead-cogs-global","question":"How can TPM software lead to COGS reduction?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TPM software can help reduce COGS by providing real-time visibility into hidden operational costs, allowing brands to recover revenue lost typically lost to preventable retail deductions. 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Managing profit in the Canadian consumer packaged goods industry requires more than just high sales volume. Demand planners can be the front line of defense against rising costs. According to PwC,","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.pwc.com/us/en/industries/consumer-markets/library/consumer-markets-trends.html"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"industry leaders achieve up to 50% cost reductions","marks":["underline"]}]},{"nodeType":"text","value":" by using AI to automate the back end of trade and promotions. By using trade promotion management solutions, manufacturers can ensure that every promotion is planned against a realistic cost structure.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"6h30org1iL2tSvH0MbA2zj","_metadata":{"type":"cta","revision":3,"createdAt":1774293386652,"updatedAt":1774886730038},"id":"trade-promo-management","ctaType":"Embedded Image CTA","title":"Protect your brand margins","subtitle":"Discover how TELUS Trade Promotion Management can help you improve planning efficiency.","link":{"_id":"789Dmc4fpqb5W45u6eTBZJ","_metadata":{"type":"link","revision":3,"createdAt":1774293294360,"updatedAt":1774886730070},"id":"trade-promo-management","title":"Explore our solution ","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false},"image":{"_id":"5xVMJf24ydqnnXbohS101L","_metadata":{"type":"image","revision":3,"createdAt":1774293374631,"updatedAt":1774886730101},"id":"TELUS-team-member-with-tablet","description":"TELUS team member holding tablet in office.","source":{"_id":"6coVW5DwoZ8aGJhgoaonvj","url":"//images.ctfassets.net/x9vf49eb1fms/6coVW5DwoZ8aGJhgoaonvj/4f6b113c04c0e0f21b22e8f7fcbae753/TELUS-team-member-with-tablet.jpg","title":"TELUS-team-member-with-tablet","description":"TELUS team member holding tablet in office.","contentType":"image/jpeg","dimensions":{"width":4177,"height":2786},"size":206205,"version":3}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How does CPG COGS optimisation impact trade planning?","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is CPG COGS optimization?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG COGS optimization is the strategic management of production and distribution costs to maximize gross profit. For demand planners, this means planning promotions that use existing inventory efficiently rather than creating costly supply chain spikes or inter-provincial shipping surcharges.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is COGS important for profitability?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"COGS is the largest expense for most manufacturers. Even a 1% reduction in retail COGS can lead to a significant boost in net income. As Canadian shoppers migrate to discount banners, retailers are expanding their private-label assortments to protect margins. This shift makes CPG COGS transformation a priority for manufacturers to keep production costs low. If a demand planner ignores COGS when planning a deep discount, they risk a promotion where the cost to make and move the product exceeds the revenue.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What drives COGS in consumer goods?","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Ingredients","marks":["bold"]},{"nodeType":"text","value":": Raw materials used in the product.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Direct labour","marks":["bold"]},{"nodeType":"text","value":": Workforce required for manufacturing.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Overhead","marks":["bold"]},{"nodeType":"text","value":": Fixed costs like factory rent and utilities.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Packaging","marks":["bold"]},{"nodeType":"text","value":": Materials used to wrap and ship the goods.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Demand forecasting and its impact on COGS","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does demand forecasting impact COGS?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Demand forecasting predicts what shoppers will buy based on past data and future promotions. If a forecast is too low, manufacturers face high COGS due to rush shipping and overtime labour. If it is too high, capital is tied up in inventory that may expire.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are techniques for accurate demand forecasting?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Modern manufacturers use trade promotion management software to blend historical base sales with incremental promotional lift. 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TELUS Agriculture \u0026 Consumer Goods provides the software needed to bridge the gap between sales and production. Our Trade Promotion Management software ensures your plans are financially sound before they are sent to the retailer. 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Scattered feeds from distributors, brokers and internal CRMs often leave sales directors without a clear view of the market. This creates a \"visibility gap\" that makes it hard to move forward with confidence.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/sales-enablement-software"},"content":[{"nodeType":"text","value":"TELUS Sales Enablement ","marks":["underline"]}]},{"nodeType":"text","value":"helps close this gap. By partnering with Tastewise, we connect buyer patterns with real-time menu insights to give you a single, clear view of the market. This helps your revenue teams move past basic reporting. 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Scattered feeds from distributors, brokers and internal CRMs often leave sales directors without a clear view of the market. This creates a \"visibility gap\" that makes it hard to move forward with confidence.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/sales-enablement-software"},"content":[{"nodeType":"text","value":"TELUS Sales Enablement ","marks":["underline"]}]},{"nodeType":"text","value":"helps close this gap. By partnering with Tastewise, we connect buyer patterns with real-time menu insights to give you a single, clear view of the market. This helps your revenue teams move past basic reporting. 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Accurate operator data is required to pivot from declining segments toward these high-value growth pockets.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5d9C4SauPNllD0RYOWeD3E","_metadata":{"type":"blockQuote","revision":1,"createdAt":1774382101254,"updatedAt":1774382101254},"id":"Foodservice Manufacturers - Global","heading":"I’ve seen foodservice manufacturers leave money on the table through ineffective targeting strategies. When you’re dealing with thousands of potential customers across diverse segments, identifying the best growth opportunities becomes incredibly complex.","author":"Nikki Sendlak","additionalInformation":"Sr. Product Manager, TELUS Sales Enablement"},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":["bold"]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"4 critical data categories for modern foodservice sales","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To grow your foodservice channel, your team needs to optimize these categories:","marks":[]}]},{"nodeType":"ordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Operator purchasing and trade insights","marks":["bold"]},{"nodeType":"text","value":": Identify who is buying what and spot the gaps in your territory.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/menu-trends-foodservice-sales"},"content":[{"nodeType":"text","value":"Real-time menu and trend data","marks":["underline","bold"]}]},{"nodeType":"text","value":": Use AI tools to align your products with current operator menu needs.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"en/blog-resources/sales-enablement-foodservice"},"content":[{"nodeType":"text","value":"GS1-powered product data","marks":["underline","bold"]}]},{"nodeType":"text","value":": Eliminate manual errors with a centralized and verified product catalog.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Distributor performance data","marks":["bold"]},{"nodeType":"text","value":": Track contract versus non-contract sales to prioritize your high-value resources.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Best practices for turning foodservice data into whitespace opportunities","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Empower the field","marks":["bold"]},{"nodeType":"text","value":": Provide mobile-accessible data so reps can act on insights during live sales calls.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Identify competitive gaps","marks":["bold"]},{"nodeType":"text","value":": Use menu data to spot where competitors are losing traction in specific segments, cuisines or regions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Personalize the pitch","marks":["bold"]},{"nodeType":"text","value":": Move away from generic sell-sheets and use operator-specific purchasing data to build trust.","marks":[]}]}]}]},{"nodeType":"embedded-asset-block","data":{"_id":"3QvCNwgZnEc7l9h6GlWC6V","url":"//images.ctfassets.net/x9vf49eb1fms/3QvCNwgZnEc7l9h6GlWC6V/32bf90d118f117becb4590a6af3bcd83/Restaurant-operator-reviews-menu.jpg","title":"A restaurant operator reviews menu team member.","description":"A restaurant operator reviews menu team member.","contentType":"image/jpeg","dimensions":{"width":6976,"height":4544},"size":8453163,"version":1},"content":[]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How to analyze data for high-impact sales calls","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective foodservice data analytics helps teams move toward prescriptive targeting.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Imagine a sales representative named Sarah preparing for her day. 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If your records aren't digital, your business is at risk. You need the right tool and partner. ","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Good software can help to audit-proof your business by enhancing compliance, record digitisation and record sharing.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Leading food businesses are looking to get additional insights from their current practices by making every data point reportable.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Employer cost increases are driving an industry-wide need to boost efficiency.  Digital tools can empower you to do more with your current staffing.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"UK food businesses need to adopt modern UK food safety software to support more than just traceability in the food industry. With supply chain risks rising and margins tightening, your business can no longer afford inefficiency. Technical teams need to neutralize escalating costs by extracting maximum value from every process and person. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"We’ve outlined what you need to look for in modern traceability software to meet growing demands. Discover why TELUS is your ideal partner and how our software, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/agriculture/food-safety-quality-software"},"content":[{"nodeType":"text","value":"TELUS Food Safety \u0026 Quality","marks":["underline"]}]},{"nodeType":"text","value":", can support compliance and add value to your business. ","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"From audits to efficiency: What UK food businesses need from modern traceability software","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"UK food businesses have been thrown a lot of curveballs in 2026. To survive and thrive, you’ll need to adopt UK food safety software that can help you manage digital-first audits with ease; comply with rules, regulations and standards; and enhance your operational efficiency. ","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why UK food businesses are rethinking traceability","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Your business is likely rethinking traceability because in 2026, compliance extends far beyond food safety. The industry is facing a regulatory framework shift and unprecedented pressure from post-Brexit trade complexity, digital audit enforcement and environmental disclosures. To adapt, you’ll likely need to adopt more robust and efficient software solutions.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A","marks":[]},{"nodeType":"text","value":"udit standards for major retailers alone are cause for alarm because their requirements tend to vary by company.  This can amount to an admin nightmare for suppliers operating with inefficient systems. Retailers and the FSA want suppliers like you to use top-tier digital solutions so that they can gain access to better data insights and have assurance that everything in your operations is in order consistently – rather than just during audits. Why? Because audits are only a snapshot in time. They merely reflect what your company looked like on that day or week. Good digital solutions will provide more transparency, so you can quickly see all the checks done on a day, in a week, in a month, in a year etc. They’ll enable your partners to be more confident that what they see in an audit is happening every day. That’s why there’s a strong push towards adopting advanced digital systems. The best solutions are scalable, affordable and provide everyone in the industry with better transparency.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In terms of what your business needs to track, here’s a snapshot of important requirements for UK food businesses and what your system needs to be able to handle for each:","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"2hfw7RlGlfjPlXFBothnCq","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1773677359908,"updatedAt":1773677359908},"id":"food-traceability-resource-columns-windsor-framework-UK","columns":[{"_id":"2tjKY1Xry8kvXRSwFC2iGO","_metadata":{"type":"columnContent","revision":5,"createdAt":1773677283635,"updatedAt":1773767846879},"id":"food-traceability-columns-2026changes-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Windsor Framework (“Not for EU” labelling)","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"4acNlsG7Snsd6MZyiBVG6i","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677313241,"updatedAt":1773677474513},"id":"food-traceability-columns-awareness-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What you need to be aware of","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Because of the new ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://commission.europa.eu/strategy-and-policy/relations-united-kingdom/eu-uk-withdrawal-agreement/windsor-framework_en"},"content":[{"nodeType":"text","value":"Windsor Framework","marks":["underline"]}]},{"nodeType":"text","value":", most retail agrifood products moving from Great Britain to Northern Ireland must now carry ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gov.uk/government/publications/not-for-eu-labelling-for-retail-products-across-great-britain-policy-update/not-for-eu-labelling-for-retail-products-across-great-britain-policy-update"},"content":[{"nodeType":"text","value":"\"Not for EU\" labels","marks":["underline"]}]},{"nodeType":"text","value":".","marks":[]}]}]},{"_id":"6oJRQcdsHJB2NNWT9Ejk3Z","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677340935,"updatedAt":1773677485861},"id":"food-traceability-columns-system-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What your system must handle","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"You need software that can support batch-level destination tracking to prevent accidental cross-border movement which is illegal.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"TPJiYIFizE5MJffPJ2cWr","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1773677452713,"updatedAt":1773677452713},"id":"food-traceability-resource-columns-EPR-UK","columns":[{"_id":"24cuj7qExlkwVSv1t7Jqu1","_metadata":{"type":"columnContent","revision":4,"createdAt":1773677408663,"updatedAt":1773767884581},"id":"food-traceability-columns-2026changes-EPR-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Extended Producer Responsibility (EPR) for packaging","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"48qQy4YBzBOxzi4ZVQ17h2","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677422472,"updatedAt":1773761126933},"id":"food-traceability-columns-awareness-EPR-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What you need to be aware of","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Your business now faces ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.gov.uk/guidance/extended-producer-responsibility-for-packaging-who-is-affected-and-what-to-do"},"content":[{"nodeType":"text","value":"Extended Producer Responsibility (EPR)","marks":["underline"]}]},{"nodeType":"text","value":", leaving you financially responsible for the lifecycle of your product packaging. ","marks":[]}]}]},{"_id":"5dwzh7UJGUJA7s3mz480cj","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677442311,"updatedAt":1773761146295},"id":"food-traceability-columns-system-EPR-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What your system must handle","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"You need tools that can track your packaging as closely as the food, help you prove your packaging is highly recyclable (or face significantly higher fees) and to be able to link ingredient data with packaging specifications.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"1oj1EB5OLc37IRXLlYcAvO","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1773677593042,"updatedAt":1773677593042},"id":"food-traceability-resource-columns-FSA-UK","columns":[{"_id":"dQDXOLVKV9iT8TmFuXEcs","_metadata":{"type":"columnContent","revision":4,"createdAt":1773677541986,"updatedAt":1773767900027},"id":"food-traceability-columns-2026changes-FSA-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Food Standards Agency (FSA) digital-first audits + traceability guidance","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"6VGSZsUvNTF6kOl9gH3IEh","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677557552,"updatedAt":1773761185101},"id":"food-traceability-columns-awareness-FSA-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What you need to be aware of","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.food.gov.uk/"},"content":[{"nodeType":"text","value":"The FSA","marks":["underline"]}]},{"nodeType":"text","value":" is adopting a digital-first approach and its auditors may request digital access to your facility’s records. If your business does not go digital it will face higher-risk scores, more frequent and expensive physical inspections and audit fatigue.","marks":[]}]}]},{"_id":"1HkqWbYOQyflqr2mBJRkuU","_metadata":{"type":"columnContent","revision":2,"createdAt":1773677580201,"updatedAt":1773761168821},"id":"food-traceability-columns-system-FSA-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What your system must handle","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"You need to move away from paper records and spreadsheets and adopt modern traceability software that meets the new recommendations outlined in the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.food.gov.uk/sites/default/files/media/document/food-traceability-withdrawals-and-recalls-guidance.pdf"},"content":[{"nodeType":"text","value":"FSA’s traceability guidance","marks":["underline"]}]},{"nodeType":"text","value":" document. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5BHTSFDcCSHlAz7J5fyNHa","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1773683204056,"updatedAt":1773683204056},"id":"food-traceability-resource-columns-GT-UK","columns":[{"_id":"1kdU8yga3g28wiS75S8yjJ","_metadata":{"type":"columnContent","revision":4,"createdAt":1773683157295,"updatedAt":1773767915784},"id":"food-traceability-columns-2026changes-GT-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Genetic Technology (Precision Breeding) Act (England) + flagging Precision Bred Organisms (PBOs)","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"1A1medzvJott1BPiI7lWoM","_metadata":{"type":"columnContent","revision":2,"createdAt":1773683173093,"updatedAt":1773761221534},"id":"food-traceability-columns-awareness-GT-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What you need to be aware of","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.legislation.gov.uk/ukpga/2023/6/contents"},"content":[{"nodeType":"text","value":"The Genetic Technology (Precision Breeding) Act","marks":["underline"]}]},{"nodeType":"text","value":" became active in England in 2026, introducing a new category of PBOs into the market. ","marks":[]}]}]},{"_id":"42mpyKj11L3t7BhWjk2QDf","_metadata":{"type":"columnContent","revision":2,"createdAt":1773683196281,"updatedAt":1773761235230},"id":"food-traceability-columns-system-GT-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What your system must handle","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"You need to adopt software that can flag PBO ingredients used in your food products, which requires genetics-level traceability, to keep PBO food products out of unauthorised regions like Scotland, Wales and the EU who do not recognise or allow these products.","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"5fiRzTPzpzy8Q9F71xwSsJ","_metadata":{"type":"resourceColumns","revision":1,"createdAt":1773683929632,"updatedAt":1773683929632},"id":"food-traceability-resource-columns-BRCGS-UK","columns":[{"_id":"CCabV5EHmf2pQIymiZnsH","_metadata":{"type":"columnContent","revision":4,"createdAt":1773683263164,"updatedAt":1773767931363},"id":"food-traceability-columns-2026changes-BRCGS-UK","content":[{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Retailer traceability expectations + BRCGS audit readiness","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}]},{"_id":"5nPRAMfFWQ5Emuoga6PVYx","_metadata":{"type":"columnContent","revision":2,"createdAt":1773683291893,"updatedAt":1773761260622},"id":"food-traceability-columns-awareness-BRCGS-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What you must be aware of","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Major UK retailers now require their suppliers to perform mock recalls or provide full batch lineage within four hours. They often also require ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.brcgs.com/our-standards/food-safety/"},"content":[{"nodeType":"text","value":"BRCGS (Brand Reputation through Compliance Global Standards) audits","marks":["underline"]}]},{"nodeType":"text","value":" – independent, third-party assessments of a company's food safety, quality and operational procedures against globally recognised standards. ","marks":[]}]}]},{"_id":"5DXxxQb0WQFvn1pXqXm41v","_metadata":{"type":"columnContent","revision":2,"createdAt":1773683309035,"updatedAt":1773761274224},"id":"food-traceability-columns-system-BRCGS-UK","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"What your system must handle","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"You need to adopt software that supports retailer standards compliance and enables BRCGS audit readiness (audits can be unannounced) or face being delisted. ","marks":[]}]}]}]},"content":[]},{"nodeType":"embedded-entry-block","data":{"_id":"ELC7bd9z8ZQYenybx7B0z","_metadata":{"type":"cta","revision":1,"createdAt":1773677133299,"updatedAt":1773677133299},"id":"FSMA-compliance-embedded-cta-UK","ctaType":"Embedded CTA","title":"Get compliant","subtitle":"Let our team guide you","link":{"_id":"5w0NyQJt7ovLsUzqeJOSWV","_metadata":{"type":"link","revision":3,"createdAt":1773675228032,"updatedAt":1773772177373},"id":"get-in-touch","title":"Get in touch","url":"/contact/sales?userGroup=agriculture\u0026solution=food-safety-quality-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Meeting these requirements boils down to the same thing. 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By having real-time visibility into your products’ shelf life, your traceability system can potentially direct pickers to pick the oldest viable stock, maximising sales and reducing waste. You can also link your traceability data to retail systems, automating specials and price markdowns on items nearing expiration to maximise sales.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"While you likely already have access to your business’s core compliance data points (i.e. stock levels, ship dates and basic quality checks etc.), good software that offers advanced analytics can connect the dots between your data points. With the right solution, you can see how a variable at the start of the process (ie. a raw material arriving 2° warmer than usual) can cause a problem at the end of the process (i.e. a shorter shelf life or a customer rejection). 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","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/sales-enablement-software"},"content":[{"nodeType":"text","value":"TELUS Sales Enablement","marks":["underline"]}]},{"nodeType":"text","value":" provided off-the-shelf readiness, reducing the need for costly custom development.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Agile enterprise scaling","marks":["bold"]},{"nodeType":"text","value":": A scalable platform architecture ensured that successful sales strategies could be deployed rapidly across global business units and diverse market segments.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive Summary","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For a global snack manufacturer, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/foodservice-sales-cpg"},"content":[{"nodeType":"text","value":"data 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Services is now part of TELUS Agriculture \u0026 Consumer Goods, expanding our animal health and data solutions portfolio.","marks":[]}]}],"slug":"dairy-health-management-services"},{"_id":"3LPffQZNmCjTbnEOlAim38","_metadata":{"type":"blogPost","revision":2,"createdAt":1771619868232,"updatedAt":1773103956336},"id":"ai-retail-cpg","title":"AI in retail: Use cases and prompts for CPG professionals","categories":[{"_id":"2mV5bbEr66e9ndV5t8FT8q","_metadata":{"type":"category","revision":193,"createdAt":1694624762060,"updatedAt":1774886729966},"id":"consumer-goods","name":"Consumer goods"}],"image":{"_id":"6f73wJOdJD2xatsPdKiVKi","_metadata":{"type":"image","revision":2,"createdAt":1771363599635,"updatedAt":1771441795134},"id":"Working with AI in CPG","description":"A man and woman, working with AI in CPG, are engaged with a tablet while shopping in a grocery store aisle.","source":{"_id":"3Jo4RyoqvhQudKJBAOCgew","url":"//images.ctfassets.net/x9vf49eb1fms/3Jo4RyoqvhQudKJBAOCgew/f15eb06cab07035868cab7633ed1e3f8/Working_with_AI_in_CPG.jpg","title":"Working with AI in CPG","description":"A man and woman, working with AI in CPG, are engaged with a tablet while shopping in a grocery store aisle.","contentType":"image/jpeg","dimensions":{"width":1024,"height":683},"size":83788,"version":2}},"excerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Discover how AI-powered prompts help CPG professionals improve promotional strategy and drive stronger customer engagement and marketing performance.","marks":[]}]}],"slug":"ai-retail-cpg","countryOverrides":[{"_id":"6KtYth5OqRIfybZV7pWBlo","_metadata":{"type":"blogPostRegionOverride","revision":3,"createdAt":1771613681163,"updatedAt":1773676188927},"name":"AI retail CPG - CA","country":"Canada","seoDescription":"\n","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key Takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalization:","marks":["bold"]},{"nodeType":"text","value":" Utilizing generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram gaps","marks":["underline"]}]},{"nodeType":"text","value":" and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonize massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimization.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures that ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telus.com/agcg/en-ca/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimization:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalizing our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalization alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalization or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalized engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analyzing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarize the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitize in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimize field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritization:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritize these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesize internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: the future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostFaqList":[{"_id":"1fo1xtVj3PX84JtsvsMY0a","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814175779,"updatedAt":1773676090814},"id":"How do AI prompts help optimize promotional strategy in CPG?","question":"How do AI prompts help optimize promotional strategy in CPG?","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI prompts help optimize ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"promotional strategy in CPG","marks":[]}]},{"nodeType":"text","value":" by allowing users to query large datasets in natural language to identify high-ROI tactics, SKU-level performance gaps, and specific opportunities for incremental lift.","marks":[]}]}]},{"_id":"6om62VvQLBTwbLE2LHXNRx","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814244126,"updatedAt":1773676123073},"id":"How can AI improve trade promotion management? ","question":"How can AI improve trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"L’IA peut améliorer ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"la gestion de la promotion du commerce","marks":[]}]},{"nodeType":"text","value":" en automatisant le rapprochement des déductions, en appliquant des politiques d’affectation des fonds et en fournissant des analyses prédictives de la réussite des futurs calendriers promotionnels.\n","marks":[]}]}]},{"_id":"20zwGeCbXNsuoDLARhKLA4","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814268379,"updatedAt":1773676145537},"id":"Can AI integrate with Trade Promotion Management (TPM) software? ","question":"Can AI integrate with Trade Promotion Management (TPM) software? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI can integrate with Trade Promotion Management (TPM) software through embedded agents that streamline workflows, provide real-time reporting, and offer proactive recommendations to sales and finance teams.","marks":[]}]}]},{"_id":"6zFlRgP4ivGvPozIJhFwdo","_metadata":{"type":"platformFaq","revision":3,"createdAt":1772814298633,"updatedAt":1773676180025},"id":"Why is unified data important for AI in trade promotion management? ","question":"Why is unified data important for AI in trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data is important for AI in trade promotion management because AI models require a single \"source of truth\"—combining disparate data from POS, shipments, and retailers—to generate accurate forecasts and actionable insights.","marks":[]}]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis ","focus":"center","source":{"_id":"331oUbly4RgbMn0eaxXWEd","url":"//images.ctfassets.net/x9vf49eb1fms/331oUbly4RgbMn0eaxXWEd/0838749d66f2089f4cb443202600c44d/trade-promotion-analysis.jpg","title":"trade-promotion-analysis","description":"Woman conducting trade promotion analysis","contentType":"image/jpeg","dimensions":{"width":7360,"height":4912},"size":417536,"version":2}},"link":{"_id":"5MJSJUqY6cn0gWKoMzSr3N","_metadata":{"type":"link","revision":2,"createdAt":1771363802231,"updatedAt":1773675019676},"id":"master-tpm","title":"Read article","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}},{"_id":"3VGn1lVg8ctrwV3kUO3lP2","_metadata":{"type":"promotion","revision":3,"createdAt":1771363849203,"updatedAt":1773675052344},"id":"promo-effectiveness","title":"Measure your promotional effectiveness","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]},{"_id":"3Al2uqTbQhMhUf3r08rdvR","_metadata":{"type":"blogPostRegionOverride","revision":2,"createdAt":1771618420134,"updatedAt":1773103935533},"name":"AI retail CPG - Global","country":"Global","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalization:","marks":["bold"]},{"nodeType":"text","value":" Utilizing generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram","marks":["underline"]}]},{"nodeType":"text","value":" gaps and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonize massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimization.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"that every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimization:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalizing our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalization alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalization or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalized engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analyzing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarize the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitize in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimize field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritization:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritize these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyze our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesize internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: The future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.\n","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis 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software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]},{"_id":"7Dji25aXjFHfjNfJhXXiNU","_metadata":{"type":"blogPostRegionOverride","revision":2,"createdAt":1771619389543,"updatedAt":1772814638759},"name":"AI retail CPG - IE","country":"Ireland","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalisation:","marks":["bold"]},{"nodeType":"text","value":" Utilising generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram gaps","marks":["underline"]}]},{"nodeType":"text","value":" and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonise massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimisation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"that every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimisation:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalising our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalisation alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalisation or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalised engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarise the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitise in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimise field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritisation:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritise these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital Transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesise internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: The future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostFaqList":[{"_id":"53Zc2qY0bcWZKQ0Lr0IPd2","_metadata":{"type":"platformFaq","revision":1,"createdAt":1772814564166,"updatedAt":1772814564166},"id":"How do AI prompts help optimise promotional strategy in CPG? 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","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"L’IA peut améliorer ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"la gestion de la promotion du commerce","marks":[]}]},{"nodeType":"text","value":" en automatisant le rapprochement des déductions, en appliquant des politiques d’affectation des fonds et en fournissant des analyses prédictives de la réussite des futurs calendriers promotionnels.\n","marks":[]}]}]},{"_id":"20zwGeCbXNsuoDLARhKLA4","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814268379,"updatedAt":1773676145537},"id":"Can AI integrate with Trade Promotion Management (TPM) software? ","question":"Can AI integrate with Trade Promotion Management (TPM) software? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI can integrate with Trade Promotion Management (TPM) software through embedded agents that streamline workflows, provide real-time reporting, and offer proactive recommendations to sales and finance teams.","marks":[]}]}]},{"_id":"6zFlRgP4ivGvPozIJhFwdo","_metadata":{"type":"platformFaq","revision":3,"createdAt":1772814298633,"updatedAt":1773676180025},"id":"Why is unified data important for AI in trade promotion management? ","question":"Why is unified data important for AI in trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data is important for AI in trade promotion management because AI models require a single \"source of truth\"—combining disparate data from POS, shipments, and retailers—to generate accurate forecasts and actionable insights.","marks":[]}]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis ","focus":"center","source":{"_id":"331oUbly4RgbMn0eaxXWEd","url":"//images.ctfassets.net/x9vf49eb1fms/331oUbly4RgbMn0eaxXWEd/0838749d66f2089f4cb443202600c44d/trade-promotion-analysis.jpg","title":"trade-promotion-analysis","description":"Woman conducting trade promotion analysis","contentType":"image/jpeg","dimensions":{"width":7360,"height":4912},"size":417536,"version":2}},"link":{"_id":"5MJSJUqY6cn0gWKoMzSr3N","_metadata":{"type":"link","revision":2,"createdAt":1771363802231,"updatedAt":1773675019676},"id":"master-tpm","title":"Read article","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}},{"_id":"3VGn1lVg8ctrwV3kUO3lP2","_metadata":{"type":"promotion","revision":3,"createdAt":1771363849203,"updatedAt":1773675052344},"id":"promo-effectiveness","title":"Measure your promotional effectiveness","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]},{"_id":"73Fv4LmnSsq27XcPppJSJD","_metadata":{"type":"blogPostRegionOverride","revision":2,"createdAt":1771619507289,"updatedAt":1773103940309},"name":"AI retail CPG - UK","country":"UK","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalisation:","marks":["bold"]},{"nodeType":"text","value":" Utilising generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram gaps","marks":["underline"]}]},{"nodeType":"text","value":" and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonise massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimisation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures that ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimisation:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalising our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalisation alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalisation or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalised engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarise the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitise in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimise field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritisation:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritise these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesize internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: the future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostFaqList":[{"_id":"53Zc2qY0bcWZKQ0Lr0IPd2","_metadata":{"type":"platformFaq","revision":1,"createdAt":1772814564166,"updatedAt":1772814564166},"id":"How do AI prompts help optimise promotional strategy in CPG? ","question":"How do AI prompts help optimise promotional strategy in CPG? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI prompts help ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"optimise promotional strategy","marks":[]}]},{"nodeType":"text","value":" in CPG by allowing users to query large datasets in natural language to identify high-ROI tactics, SKU-level performance gaps, and specific opportunities for incremental lift.","marks":[]}]}]},{"_id":"6om62VvQLBTwbLE2LHXNRx","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814244126,"updatedAt":1773676123073},"id":"How can AI improve trade promotion management? ","question":"How can AI improve trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"L’IA peut améliorer ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"la gestion de la promotion du commerce","marks":[]}]},{"nodeType":"text","value":" en automatisant le rapprochement des déductions, en appliquant des politiques d’affectation des fonds et en fournissant des analyses prédictives de la réussite des futurs calendriers promotionnels.\n","marks":[]}]}]},{"_id":"20zwGeCbXNsuoDLARhKLA4","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814268379,"updatedAt":1773676145537},"id":"Can AI integrate with Trade Promotion Management (TPM) software? ","question":"Can AI integrate with Trade Promotion Management (TPM) software? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI can integrate with Trade Promotion Management (TPM) software through embedded agents that streamline workflows, provide real-time reporting, and offer proactive recommendations to sales and finance teams.","marks":[]}]}]},{"_id":"6zFlRgP4ivGvPozIJhFwdo","_metadata":{"type":"platformFaq","revision":3,"createdAt":1772814298633,"updatedAt":1773676180025},"id":"Why is unified data important for AI in trade promotion management? ","question":"Why is unified data important for AI in trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data is important for AI in trade promotion management because AI models require a single \"source of truth\"—combining disparate data from POS, shipments, and retailers—to generate accurate forecasts and actionable insights.","marks":[]}]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis ","focus":"center","source":{"_id":"331oUbly4RgbMn0eaxXWEd","url":"//images.ctfassets.net/x9vf49eb1fms/331oUbly4RgbMn0eaxXWEd/0838749d66f2089f4cb443202600c44d/trade-promotion-analysis.jpg","title":"trade-promotion-analysis","description":"Woman conducting trade promotion analysis","contentType":"image/jpeg","dimensions":{"width":7360,"height":4912},"size":417536,"version":2}},"link":{"_id":"5MJSJUqY6cn0gWKoMzSr3N","_metadata":{"type":"link","revision":2,"createdAt":1771363802231,"updatedAt":1773675019676},"id":"master-tpm","title":"Read article","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}},{"_id":"3VGn1lVg8ctrwV3kUO3lP2","_metadata":{"type":"promotion","revision":3,"createdAt":1771363849203,"updatedAt":1773675052344},"id":"promo-effectiveness","title":"Measure your promotional effectiveness","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]},{"_id":"4u76wLC5HTfjN2PjP1LaIr","_metadata":{"type":"blogPostRegionOverride","revision":2,"createdAt":1771619625023,"updatedAt":1773103945929},"name":"AI retail CPG - NZ","country":"New Zealand","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalisation:","marks":["bold"]},{"nodeType":"text","value":" Utilising generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram gaps","marks":["underline"]}]},{"nodeType":"text","value":" and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonise massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimisation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures that ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimisation:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalising our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalisation alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalisation or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalised engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarise the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitise in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimise field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritisation:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritise these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesize internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: the Future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostFaqList":[{"_id":"53Zc2qY0bcWZKQ0Lr0IPd2","_metadata":{"type":"platformFaq","revision":1,"createdAt":1772814564166,"updatedAt":1772814564166},"id":"How do AI prompts help optimise promotional strategy in CPG? ","question":"How do AI prompts help optimise promotional strategy in CPG? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI prompts help ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"optimise promotional strategy","marks":[]}]},{"nodeType":"text","value":" in CPG by allowing users to query large datasets in natural language to identify high-ROI tactics, SKU-level performance gaps, and specific opportunities for incremental lift.","marks":[]}]}]},{"_id":"6om62VvQLBTwbLE2LHXNRx","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814244126,"updatedAt":1773676123073},"id":"How can AI improve trade promotion management? ","question":"How can AI improve trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"L’IA peut améliorer ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"la gestion de la promotion du commerce","marks":[]}]},{"nodeType":"text","value":" en automatisant le rapprochement des déductions, en appliquant des politiques d’affectation des fonds et en fournissant des analyses prédictives de la réussite des futurs calendriers promotionnels.\n","marks":[]}]}]},{"_id":"20zwGeCbXNsuoDLARhKLA4","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814268379,"updatedAt":1773676145537},"id":"Can AI integrate with Trade Promotion Management (TPM) software? ","question":"Can AI integrate with Trade Promotion Management (TPM) software? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI can integrate with Trade Promotion Management (TPM) software through embedded agents that streamline workflows, provide real-time reporting, and offer proactive recommendations to sales and finance teams.","marks":[]}]}]},{"_id":"6zFlRgP4ivGvPozIJhFwdo","_metadata":{"type":"platformFaq","revision":3,"createdAt":1772814298633,"updatedAt":1773676180025},"id":"Why is unified data important for AI in trade promotion management? ","question":"Why is unified data important for AI in trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data is important for AI in trade promotion management because AI models require a single \"source of truth\"—combining disparate data from POS, shipments, and retailers—to generate accurate forecasts and actionable insights.","marks":[]}]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis ","focus":"center","source":{"_id":"331oUbly4RgbMn0eaxXWEd","url":"//images.ctfassets.net/x9vf49eb1fms/331oUbly4RgbMn0eaxXWEd/0838749d66f2089f4cb443202600c44d/trade-promotion-analysis.jpg","title":"trade-promotion-analysis","description":"Woman conducting trade promotion analysis","contentType":"image/jpeg","dimensions":{"width":7360,"height":4912},"size":417536,"version":2}},"link":{"_id":"5MJSJUqY6cn0gWKoMzSr3N","_metadata":{"type":"link","revision":2,"createdAt":1771363802231,"updatedAt":1773675019676},"id":"master-tpm","title":"Read article","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}},{"_id":"3VGn1lVg8ctrwV3kUO3lP2","_metadata":{"type":"promotion","revision":3,"createdAt":1771363849203,"updatedAt":1773675052344},"id":"promo-effectiveness","title":"Measure your promotional effectiveness","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]},{"_id":"j6hY3VGU5K3S3ghqhbuht","_metadata":{"type":"blogPostRegionOverride","revision":2,"createdAt":1771619862872,"updatedAt":1773103950833},"name":"AI retail CPG - AU","country":"Australia","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Precision at scale:","marks":["bold"]},{"nodeType":"text","value":" AI moves CPG professionals from generic \"best guess\" promotions to data-backed, SKU-level precision.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Hyper-personalisation:","marks":["bold"]},{"nodeType":"text","value":" Utilising generative AI prompts can reduce content creation time by 80% while increasing engagement through behavioral segmentation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Proactive execution:","marks":["bold"]},{"nodeType":"text","value":" AI-driven ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-shelf-strategy"},"content":[{"nodeType":"text","value":"retail execution tools identify planogram gaps","marks":["underline"]}]},{"nodeType":"text","value":" and out-of-stocks in real-time, protecting promotional ROI.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive innovation:","marks":["bold"]},{"nodeType":"text","value":" Predictive models can forecast demand shifts and consumer sentiment up to six months in advance.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-trends-2026"},"content":[{"nodeType":"text","value":"competitive landscape of 2026","marks":["underline"]}]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" is empowering CPG professionals to bridge the gap between data and action. The integration of ","marks":[]},{"nodeType":"text","value":"Artificial Intelligence (AI)","marks":["bold"]},{"nodeType":"text","value":" has shifted from a \"nice-to-have\" innovation to the core of modern ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":". This blog explores how specific AI prompts can transform daily workflows, from spotting emerging market trends to automating the reconciliation of trade deductions, allowing teams to focus on strategic growth rather than manual data entry.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding AI in the CPG retail industry","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is AI in a retail context?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the retail and CPG sectors, AI refers to the application of machine learning (ML), computer vision, and generative models to harmonise massive datasets, such as POS, social sentiment, and supply chain logs, into actionable insights. For CPG professionals, this means having a digital \"copilot\" capable of predicting the outcome of a promotion before it even launches.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is AI relevant for CPG professionals today?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"CPG companies that lead in AI adoption are seeing three times greater total shareholder returns compared to their peers, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"according to McKinsey","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/garydrenik/2026/01/20/how-ai-is-powering-the-next-wave-of-retail-transformation/"},"content":[{"nodeType":"text","value":"Forbes reports 90% of the retail industry","marks":["underline"]}]},{"nodeType":"text","value":" is planning to increase AI budgets in 2026. Meaning? The technology is essential for managing narrowing margins and the increasing complexity of omnichannel retail.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The new CPG tech stack: predictive vs. generative tools","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The modern tech stack is divided into two functional areas:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive AI:","marks":["bold"]},{"nodeType":"text","value":" The engine that handles demand forecasting, inventory rebalancing, and price optimisation.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Generative AI:","marks":["bold"]},{"nodeType":"text","value":" The interface that allows users to query data using natural language prompts, creating everything from marketing copy to vendor negotiation scripts.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 1: AI for promotional strategies","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are the benefits of AI-driven promotional strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inefficient trade spend can erode margins by significant margins. AI-powered ","marks":[]},{"nodeType":"text","value":"Trade Promotion Management","marks":["bold"]},{"nodeType":"text","value":" ensures that ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":"every dollar spent is tied to incremental lift","marks":["underline"]}]},{"nodeType":"text","value":". ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/from-blueprint-to-breakthrough-how-ai-and-automation-can-transform-the-consumer-enterprise"},"content":[{"nodeType":"text","value":"By 2035, AI is expected to automate over 50% of current brand marketing activities","marks":["underline"]}]},{"nodeType":"text","value":", primarily in performance monitoring and strategy adjustment.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How can prompting improve promotional precision?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Professionals can use specific prompts to move beyond static reports.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Tactical optimisation:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our [Season] promotional data for [Product Category] across [Retailer Name]. Identify which specific tactics (e.g., BOGO vs. 20% off) resulted in the highest incremental volume without cannibalising our premium SKUs.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive planning:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our historical promotional data and upcoming [Market Event/Seasonality], predict the expected volume uplift and profit margin for a [Percentage] price reduction on [Product] over a two-week period.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cannibalisation alert:","marks":["bold"]},{"nodeType":"text","value":" \"Review our proposed promotional calendar for Q3 and identify any overlapping promotions across our brand portfolio that might lead to internal cannibalisation or trade fund misallocation.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 2: AI for customer segmentation","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What is the role of AI in customer segmentation?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI leverages diverse data points to create comprehensive consumer insights, grouping individuals based on evolving patterns and preferences.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What are effective prompts for personalised engagement?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Persona creation:","marks":["bold"]},{"nodeType":"text","value":" \"Based on our RFM (Recency, Frequency, Monetary) analysis, create three distinct customer personas for our new [Product]. For each persona, draft out unique value propositions, such as 'sustainability' or 'convenience'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Journey-based engagement:","marks":["bold"]},{"nodeType":"text","value":" \"Segment our [Region] customer database by their current stage in the purchase journey. Generate a set of targeted discount codes designed specifically to convert 'first-time browsers' into 'repeat buyers'.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Churn mitigation:","marks":["bold"]},{"nodeType":"text","value":" \"Identify a segment of customers who previously purchased [Product] monthly but have not placed an order in the last 60 days. Suggest a 'win-back' promotional offer tailored to their past flavor preferences.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 3: AI for marketing research","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI spot trends before a macro-shift?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing social chatter and product reviews, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://altersquare.medium.com/build-startups-5x-faster-ai-powered-product-roadmap-4bdc33ddc408"},"content":[{"nodeType":"text","value":"AI can shorten concept-to-launch timelines by up to 80%","marks":["underline"]}]},{"nodeType":"text","value":". It detects early signals of demand, such as a sudden interest in specific ingredients or flavor profiles.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts help win the innovation pipeline?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Competitive pain point analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Summarise the top three complaints found in 1-star reviews of our top three competitors in the [Product Category] over the last six months. Suggest how we can position our upcoming product launch to address these specific pain points.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Emerging trend detection:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse recent social media discussions and online forums related to [Product Category]. Identify emerging flavor profiles or ingredient preferences that have increased in mention volume by more than 20% over the last quarter.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Brand perception audit:","marks":["bold"]},{"nodeType":"text","value":" \"Evaluate the sentiment of our latest [Marketing Campaign] based on consumer comments across YouTube and Instagram. Contrast this with the sentiment of [Competitor Name]'s most recent campaign to identify our unique market strengths.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Use Case 4: AI for Retail Execution","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How does AI bridge the gap between strategy and the shelf?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" solutions use computer vision to digitise in-store conditions. Field reps can capture a photo of a shelf, and AI instantly detects missing SKUs or misplaced promotional signage.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"What prompts optimise field team performance?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Field team prioritisation:","marks":["bold"]},{"nodeType":"text","value":" \"Rank our top 50 retail locations in [Region] by 'Promotional Compliance Score.' For the bottom 10 locations, identify the specific SKUs most frequently out-of-stock and suggest a revised route plan for our field reps to prioritise these stores tomorrow morning.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Compliance gap analysis:","marks":["bold"]},{"nodeType":"text","value":" \"Using the image data from our last 100 store audits, identify which retailers are consistently failing to implement our [Promotion Name] end-cap displays and suggest a tailored email script for our account managers to address this with those specific buyers.\"","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Share-of-shelf tracking:","marks":["bold"]},{"nodeType":"text","value":" \"Analyse our current share-of-shelf versus [Competitor Name] in the [Category] aisle across [National Retailer]. Highlight specific stores where our shelf facing has decreased by more than 10% in the last month.\"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Digital Transformation in CPG","marks":["bold"]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why is digital transformation necessary now?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Digital transformation is the foundation for AI. Without unified data—where shipment, POS, and trade spend data \"speak\" to each other—AI cannot provide accurate predictions. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.strategysoftware.com/research-and-reports/the-data-landscape-ai-and-analytics-challenges-in-retail-and-cpg"},"content":[{"nodeType":"text","value":"According to a CPG in Retail Focus report","marks":["underline"]}]},{"nodeType":"text","value":", 54% of leaders rank faster decision-making as the top expected outcome from their AI investments.AI can help synthesise internal data to prove the ROI of a new platform like ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics.","marks":["underline","bold"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Conclusion: The future of AI in retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The future of CPG lies in artificial intelligence, both in predictive AI systems that handle forecasting and price optimisation, and generative AI that allows users for data query and creative output using natural language prompts. ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By mastering the art of the prompt, CPG professionals can unlock unprecedented levels of efficiency and growth.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"From AI prompts to performance: powering promotions with TELUS","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/telus-cpg-poi-awards-2025"},"content":[{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["underline","bold"]}]},{"nodeType":"text","value":" offers a unified suite of tools designed for the modern professional, including:","marks":[]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Trade Promotion Management","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI Assistant, ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.telusdigital.com/about/newsroom/fuel-ix-fortify-wins-big-innovative-product-award"},"content":[{"nodeType":"text","value":"our award-winning FueliX generative AI","marks":["underline"]}]},{"nodeType":"text","value":" built into our TPM software for natural language queries.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":"Retail Execution","marks":["underline","bold"]}]},{"nodeType":"text","value":" with AI-powered ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"Rapid Image Recognition","marks":["underline"]}]},{"nodeType":"text","value":" that turns shelf photos into sales insights in minutes.","marks":[]}]}]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5OlDt73ZsObKXZ0U740TJ1","_metadata":{"type":"cta","revision":2,"createdAt":1771363717606,"updatedAt":1773675695709},"id":"ai-powered-future","ctaType":"Embedded CTA","title":"Ready for an AI-powered future?","subtitle":"Discover how TELUS can support your goals","link":{"_id":"6jBbTFgoZb7wm8YZnHJme3","_metadata":{"type":"link","revision":2,"createdAt":1771363713159,"updatedAt":1773675693342},"id":"ai-powered-future","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=trade-promotion-management-software","isExternal":false}},"content":[]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostFaqList":[{"_id":"53Zc2qY0bcWZKQ0Lr0IPd2","_metadata":{"type":"platformFaq","revision":1,"createdAt":1772814564166,"updatedAt":1772814564166},"id":"How do AI prompts help optimise promotional strategy in CPG? ","question":"How do AI prompts help optimise promotional strategy in CPG? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI prompts help ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/promotional-strategies"},"content":[{"nodeType":"text","value":"optimise promotional strategy","marks":[]}]},{"nodeType":"text","value":" in CPG by allowing users to query large datasets in natural language to identify high-ROI tactics, SKU-level performance gaps, and specific opportunities for incremental lift.","marks":[]}]}]},{"_id":"6om62VvQLBTwbLE2LHXNRx","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814244126,"updatedAt":1773676123073},"id":"How can AI improve trade promotion management? ","question":"How can AI improve trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"L’IA peut améliorer ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-trade-promotion-management"},"content":[{"nodeType":"text","value":"la gestion de la promotion du commerce","marks":[]}]},{"nodeType":"text","value":" en automatisant le rapprochement des déductions, en appliquant des politiques d’affectation des fonds et en fournissant des analyses prédictives de la réussite des futurs calendriers promotionnels.\n","marks":[]}]}]},{"_id":"20zwGeCbXNsuoDLARhKLA4","_metadata":{"type":"platformFaq","revision":2,"createdAt":1772814268379,"updatedAt":1773676145537},"id":"Can AI integrate with Trade Promotion Management (TPM) software? ","question":"Can AI integrate with Trade Promotion Management (TPM) software? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI can integrate with Trade Promotion Management (TPM) software through embedded agents that streamline workflows, provide real-time reporting, and offer proactive recommendations to sales and finance teams.","marks":[]}]}]},{"_id":"6zFlRgP4ivGvPozIJhFwdo","_metadata":{"type":"platformFaq","revision":3,"createdAt":1772814298633,"updatedAt":1773676180025},"id":"Why is unified data important for AI in trade promotion management? ","question":"Why is unified data important for AI in trade promotion management? ","answer":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data is important for AI in trade promotion management because AI models require a single \"source of truth\"—combining disparate data from POS, shipments, and retailers—to generate accurate forecasts and actionable insights.","marks":[]}]}]}],"blogPostPromotions":[{"_id":"7LAiYxxwrr3NV8omDDcD4J","_metadata":{"type":"promotion","revision":3,"createdAt":1771363805208,"updatedAt":1773675027465},"id":"master-tpm","title":"Master TPM","description":"Accelerate your trade spend performance","image":{"_id":"6XYPFMfdGh4EIVVZgpjo2n","_metadata":{"type":"image","revision":2,"createdAt":1765573714576,"updatedAt":1768513598718},"id":"trade-promotion-analyisis","description":"Woman conducting trade promotion analysis ","focus":"center","source":{"_id":"331oUbly4RgbMn0eaxXWEd","url":"//images.ctfassets.net/x9vf49eb1fms/331oUbly4RgbMn0eaxXWEd/0838749d66f2089f4cb443202600c44d/trade-promotion-analysis.jpg","title":"trade-promotion-analysis","description":"Woman conducting trade promotion analysis","contentType":"image/jpeg","dimensions":{"width":7360,"height":4912},"size":417536,"version":2}},"link":{"_id":"5MJSJUqY6cn0gWKoMzSr3N","_metadata":{"type":"link","revision":2,"createdAt":1771363802231,"updatedAt":1773675019676},"id":"master-tpm","title":"Read article","url":"/blog-resources/best-trade-promotion-management-software","isExternal":false}},{"_id":"3VGn1lVg8ctrwV3kUO3lP2","_metadata":{"type":"promotion","revision":3,"createdAt":1771363849203,"updatedAt":1773675052344},"id":"promo-effectiveness","title":"Measure your promotional effectiveness","image":{"_id":"gXKOYxq4KMLyfGo6osN4W","_metadata":{"type":"image","revision":12,"createdAt":1755287839206,"updatedAt":1773241446685},"id":"best tpm software","description":"A group of professionals discussing options for trade promotion management software.","source":{"_id":"1UUPxiqOvfHtL5HtYy4SE1","url":"//images.ctfassets.net/x9vf49eb1fms/1UUPxiqOvfHtL5HtYy4SE1/b7752b719599b3cde0adfc6181b7afda/best-trade-promotion-management-software.jpg","title":"best-trade-promotion-management-software","description":"A group of professionals discussing options for trade promotion management software.\n","contentType":"image/jpeg","dimensions":{"width":1598,"height":1066},"size":335345,"version":12}},"link":{"_id":"7gpUq2f42wUfZkYPKcGW8s","_metadata":{"type":"link","revision":3,"createdAt":1771363841046,"updatedAt":1773675049446},"id":"promo-effectiveness","title":"Check now","url":"/blog-resources/trade-promotion-analysis","isExternal":false}}]}]},{"_id":"1Wbk7SWA4mP4XLCq47qNli","_metadata":{"type":"blogPost","revision":4,"createdAt":1771362367653,"updatedAt":1773845870972},"id":"real-time-retail-execution-strat-na","title":"Retail execution: Closing the gap between strategy and store","categories":[{"_id":"2mV5bbEr66e9ndV5t8FT8q","_metadata":{"type":"category","revision":193,"createdAt":1694624762060,"updatedAt":1774886729966},"id":"consumer-goods","name":"Consumer goods"}],"image":{"_id":"4pwhyhWUR296DM7FIqrNDi","_metadata":{"type":"image","revision":3,"createdAt":1770656956744,"updatedAt":1773686839440},"id":"retail-execution-strategy-hero","description":"Sales representative using a tablet for real time retail execution and shelf compliance in a supermarket.","source":{"_id":"7DxQSxTw40G9hfoWTD2Z4f","url":"//images.ctfassets.net/x9vf49eb1fms/7DxQSxTw40G9hfoWTD2Z4f/f7b911558f26fc9691799a94b027ca2c/Sales_reps_using_tablet_for_retail_execution.jpg","title":"Sales reps using tablet for retail execution.jpg","description":"Sales representative using a tablet for real time retail execution and shelf compliance in a supermarket.","contentType":"image/jpeg","dimensions":{"width":1024,"height":683},"size":105526,"version":1}},"excerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Master retail execution with real-time data and AI to help manufacturers close the gap between strategy and store, boosting sales and shelf compliance.","marks":[]}]}],"slug":"real-time-retail-execution-strategy","countryOverrides":[{"_id":"27ytXblXNeWk4pyZ7EvhRm","_metadata":{"type":"blogPostRegionOverride","revision":4,"createdAt":1771362310742,"updatedAt":1773845756176},"name":"Retail execution strategy - CA","country":"Canada","seoTitle":"Retail execution: Closing the gap between strategy and store","seoDescription":"Master retail execution with real-time data and AI to help manufacturers close the gap between strategy and store, boosting sales and shelf compliance.","seoKeywords":["retail execution","retail execution strategy","Perfect store","Planogram compliance","Order management","Order management","Omnichannel execution","Promotional execution "],"blogPostTitle":"Retail execution: Closing the gap between strategy and store","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manual processes and fragmented tools lead to missed opportunities and inconsistent performance.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Real-time dashboards allow managers to coach reps while store visits are fresh.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"AI-driven order recommendations reduce out-of-stocks and prevent excess inventory.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"image recognition completes shelf audits in seconds to ensure planogram compliance.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Integrated route optimization maximizes ROI by spending more time with the right customers.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Mobile-first tools with offline capabilities ensure field teams remain productive in every environment.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Fact-based execution data strengthens retailer relationships and improves negotiation outcomes.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary: What is the retail execution reality for manufacturers?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In-store execution is one of the most important levers for sales growth but it is also one of the hardest to control. For many manufacturers, the retail execution reality is a significant gap between the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-execution-perfect-store"},"content":[{"nodeType":"text","value":" perfect store","marks":[]}]},{"nodeType":"text","value":" plans created at headquarters and what shoppers actually find on the shelf. Fragmented tools, manual processes and delayed reporting often lead to missed opportunities and inconsistent performance across different territories.  Industry benchmarks highlight this disconnect. ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://poinstitute.com/state-of-the-industry/"},"content":[{"nodeType":"text","value":"According to a report by POI","marks":["underline"]}]},{"nodeType":"text","value":", 70% percent of companies reported that they struggle with compliance and in-store execution on retailer aligned promotions.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To overcome these obstacles, manufacturers are moving away from manual spreadsheets and adopting real time retail execution models. By connecting headquarters intelligence directly to field actions, businesses can ensure every store visit focuses on driving measurable sales impact. This evolution requires an integrated approach that supports sales reps, merchandisers and managers with the right automated tools to drive action at scale.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"TELUS Retail Execution","marks":["underline"]}]},{"nodeType":"text","value":" is built to drive sales, reduce costs, and allow you to achieve perfect store execution.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"5w7JsmXiz7s85R9Defzq0T","_metadata":{"type":"cta","revision":2,"createdAt":1770657147581,"updatedAt":1773686800646},"id":"need-to-perfect-shelf-strategy","ctaType":"Embedded CTA","title":"Need to perfect your shelf strategy?","subtitle":"Discover how TELUS Retail Execution can help your field sales operations.","link":{"_id":"6vaHykuAXCrEC4dfF0cAJe","_metadata":{"type":"link","revision":2,"createdAt":1770657144323,"updatedAt":1773686796115},"id":"need-to-perfect-shelf-strategy","title":"Go now","url":"/consumer-goods/retail-execution-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is retail execution planning critical for field success?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Successful retail execution planning begins with a daily roadmap that guides smarter visits and better outcomes. Rather than visiting every store by rote habit, modern field teams prioritize outlets based on revenue potential, urgent program gaps and strategic importance. A clear, optimized agenda ensures field time is spent where it counts most, effectively closing the gap between strategic intent and store-level results.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A robust retail execution strategy utilizes route optimization to automatically rank stores based on multiple KPIs. This technology empowers sales reps to spend more time with customers and less time in transit, which directly strengthens retailer relationships. Before walking into a store, reps must have access to active campaigns, planogram requirements and performance trends to ensure they are ready to act rather than just troubleshoot. By identifying stores with low compliance or missed programs before the visit begins, the field team can walk into every location with the context necessary to achieve merchandising excellence and meet consumer expectations.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What defines the perfect store for manufacturers?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Achieving the","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-execution-perfect-store"},"content":[{"nodeType":"text","value":" perfect store","marks":[]}]},{"nodeType":"text","value":" is about ensuring the right product is in the right place at the right time. This concept moves from theory to operational reality when field teams can track shelf placement, pricing and promotion compliance in real time. With 83.5% of Canadian CPGs sales remaining offline, the physical shelf remains the primary point of conversion. Consistency builds shopper trust; an empty shelf or a missing sign sends a subtle message that a brand is unreliable.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To maintain perfect store compliance across territories, manufacturers must set clear, measurable goals and provide field teams with the tools to capture data against these KPIs. Achieving this consistently has a significant ROI impact. According to a McKinsey report,","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/retail%20speaks%20seven%20imperatives%20for%20the%20industry/retail-speaks-full-report.pdf"},"content":[{"nodeType":"text","value":" retailers delivering execution excellence have been found to outperform competition and deliver 2-3x more value to shareholders","marks":["underline"]}]},{"nodeType":"text","value":". When every visit reinforces the same standard, manufacturers build a form of \"trust currency\" with both shoppers and retail partners.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How does planogram compliance impact sales velocity?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The transition to smarter visits is fueled by smart analytics and planogram compliance tracking. High shelf positioning and correct facings directly impact sales velocity, with some research indicating that","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://blog.nuorder.com/retail-execution/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"correct vertical facings can have nearly double the impact on sales compared to horizontal facings","marks":["underline"]}]},{"nodeType":"text","value":". If a product is buried or placed on the wrong shelf, manufacturers risk","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://cyntexa.com/blog/what-is-retail-execution/"},"content":[{"nodeType":"text","value":" ","marks":[]},{"nodeType":"text","value":"losing up to 25% of total sales due to poor placement","marks":["underline"]}]},{"nodeType":"text","value":", according to research reported by Twice.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Using ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/ocr-scanning-solution"},"content":[{"nodeType":"text","value":"image recognition","marks":["underline"]}]},{"nodeType":"text","value":", field teams can validate retail execution of planograms in seconds. This technology provides instant feedback, allowing reps to identify misplaced items and out-of-stocks immediately while still at the shelf. This ensures the time reps spend in-store is used for high-yield remediation rather than manual data entry.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Why is promotional execution and display management vital?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A successful promotion that is poorly executed is a wasted effort. While","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://blog.nuorder.com/retail-execution/"},"content":[{"nodeType":"text","value":" targeted featured displays can raise sales by nearly 200% according to Shop Organisation","marks":["underline"]}]},{"nodeType":"text","value":", research often shows that less than half of all displays are executed as planned. Coordinating promotional execution with","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/trade-promotion-roi"},"content":[{"nodeType":"text","value":" trade promotion plans ","marks":["underline"]}]},{"nodeType":"text","value":"is essential to ensure secondary displays, such as end-caps, reach the floor on time and with correct pricing.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Manufacturers use retail execution software to transfer promotion details directly to field reps, ensuring they can verify compliance and evaluate results on the spot. This prevents situations where marketing teams spend months on a campaign only for the display to remain in the warehouse or be buried in a corner of the store.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How do mobile-first tools transform field productivity?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Mobile-first tools are the backbone of modern field productivity. By providing field reps with an intuitive interface, manufacturers can reduce administrative burden and maximize actual selling time. These tools guide reps through step-by-step instructions tailored to specific store formats, ensuring no details are missed.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A critical component of this enablement is offline capability. Reps often operate in \"no network\" zones like basements or large warehouses. Leading retail execution apps allow reps to capture shelf photos, log audits and process orders without a signal. Once a connection is restored, the data syncs automatically, maintaining a single source of truth for headquarters without requiring manual cleanup.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"ZceY6mOguDAvXRc0HyJOD","url":"//images.ctfassets.net/x9vf49eb1fms/ZceY6mOguDAvXRc0HyJOD/98cdf37de91c2245ab5633da5de0e533/Retail_sales_reps_review_data.jpg","title":"Retail sales reps review data.jpg","description":"Retail sales reps reviewing data driven analytics and retail execution planning on a digital screen.","contentType":"image/jpeg","dimensions":{"width":5700,"height":3800},"size":1684737,"version":3},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How can an execution plan improve order management?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A successful execution plan must address product availability to prevent missed sales. By using AI-powered, store-specific recommendations, reps can place accurate replenishment orders while on site. This reduces out-of-stocks and prevents excess inventory, ensuring the supply chain is aligned with actual store demand.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To further empower teams, manufacturers are integrating gamification into their mobile workflows. Reps can track their progress in real time, see rankings among peers and earn incentives for reaching commercial goals. This turns compliance from a manual task into a pursuit of excellence, increasing team morale and performance.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Which KPIs are essential for performance analytics?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Effective performance analytics require tracking specific KPIs that reflect on-shelf reality. Essential metrics include share of shelf, on-shelf availability (OSA) and out-of-stock rates. Tracking these data points through real-time dashboards allows managers to compare territory-level performance and identify \"at-risk\" stores before they bleed share to competitors.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Predictive analytics take this further by forecasting demand fluctuations based on historical trends and seasonal shifts. Instead of conducting a post-event analysis weeks later, managers can use live data to make on-the-spot adjustments. This data-driven approach ensures what is measured is managed, and what is managed improves over time.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How does data integration support omnichannel execution?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The pandemic permanently changed shopping behavior, blurring the lines between in-store and online journeys. Manufacturers must now manage omnichannel execution by coordinating brand standards across different retail formats—from grocery and convenience to digital shelves.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Connecting retail execution data with","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/trade-promotion-management-software"},"content":[{"nodeType":"text","value":" Trade Promotion Management (TPM)","marks":[]}]},{"nodeType":"text","value":" and","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/sales-enablement-software"},"content":[{"nodeType":"text","value":" sales enablement","marks":[]}]},{"nodeType":"text","value":" tools provides a holistic view of the business. This integration allows manufacturers to demonstrate brand performance with fact-based insights during buyer conversations. When field data is shared cross-functionally, sales leadership and category management can collaborate with retailers on strategic plans that win more space and drive profitable growth.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How can manufacturers overcome resistance to technology adoption?","marks":["bold"]},{"nodeType":"text","value":" ","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Successful technology adoption requires more than just high-tech tools; it requires effective change management. Manufacturers can overcome resistance by communicating the \"why\" behind the tools—demonstrating how they help reps sell more while stressing less.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Training strategies should focus on short, real-world examples rather than long presentations. Providing reps with \"experience centers\" to share best practices and solution knowledge helps onboard new members more easily. By measuring the ROI of technology investments—such as reduced audit times and increased sales lift—manufacturers can prove the value of digital transformation to all stakeholders.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"How does TELUS Retail Execution support your strategy?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/retail-execution-software"},"content":[{"nodeType":"text","value":"TELUS Retail Execution","marks":["underline"]}]},{"nodeType":"text","value":" is purpose-built for manufacturers that require consistent results at the point of purchase. Our platform supports your entire commercial organization by providing the right tools to drive action through speed, scale and simplicity. Understanding how our technology improves your","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-sales"},"content":[{"nodeType":"text","value":" CPG sales","marks":["underline"]}]},{"nodeType":"text","value":" strategy can help you secure better placement on the shelf and win the final mile.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By partnering with TELUS, you gain a strategic partner invested in your growth. Our solutions help you achieve your goals through image recognition, route optimization and intuitive dashboards. Leading manufacturers like","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/retail-execution-lactalis"},"content":[{"nodeType":"text","value":" Lactalis improve retail execution","marks":["underline"]}]},{"nodeType":"text","value":" by doing more and selling with fact-based data in shorter times at every store. Our integrated product portfolio supports your entire sales journey from Trade Promotion Management to retail execution and sales enablement.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"JAa3MUE1l0Fku1lEg4Dam","_metadata":{"type":"cta","revision":1,"createdAt":1770657218295,"updatedAt":1770657218295},"id":"ready-to-close-the-execution-gap","ctaType":"Embedded CTA","title":"Ready to close the execution gap?","subtitle":"Discover how AI-driven insights can transform your field sales operations. ","link":{"_id":"3UYDSSyDYlGSSmj0jj7O5C","_metadata":{"type":"link","revision":1,"createdAt":1770657208783,"updatedAt":1770657208783},"id":"ready-to-close-the-execution-gap","title":"Book a demo","url":"/contact/sales?userGroup=consumer-goods\u0026solution=retail-execution-software","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[]}]}],"blogPostPromotions":[{"_id":"6hqCQz1YcOtEtbN8L1CufX","_metadata":{"type":"promotion","revision":7,"createdAt":1770662617150,"updatedAt":1770667161455},"id":"perfecting-retail-execution","title":"Optimise your shelf strategy","image":{"_id":"6nyHNQ86JBPYpaLVedkVVs","_metadata":{"type":"image","revision":1,"createdAt":1769105161341,"updatedAt":1769105161341},"id":"A retail sales representative using a digital tablet to perform a shelf audit in a grocery aisle.","description":"A retail sales representative using a digital tablet to perform a shelf audit in a grocery aisle.","source":{"_id":"6ecVyeHal1oZxM3Q696MsB","url":"//images.ctfassets.net/x9vf49eb1fms/6ecVyeHal1oZxM3Q696MsB/c6b0dd21dd54bf577ce454706085e7a1/retail-rep-shelf-optimization.jpg","title":"A retail sales representative using a digital tablet to perform a shelf audit in a grocery aisle.","description":"A retail sales representative using a digital tablet to perform a shelf audit in a grocery aisle.\n\n","contentType":"image/jpeg","dimensions":{"width":4291,"height":2859},"size":225385,"version":1}},"link":{"_id":"2Q6SmMBkZNNtO90XUotRM4","_metadata":{"type":"link","revision":4,"createdAt":1770662611673,"updatedAt":1770665683300},"id":"perfecting-retail-execution","title":"Read article","url":"/blog-resources/retail-shelf-strategy","isExternal":false}},{"_id":"6hOddu5Df2x4pbAzSYCVjL","_metadata":{"type":"promotion","revision":2,"createdAt":1755552889740,"updatedAt":1755556133051},"id":"retail-execution-lactalis","title":"Tired of managing 25+ spreadsheets like Lactalis Canada was?","image":{"_id":"4ibgYPjS4WgaMZoPa5lKe2","_metadata":{"type":"image","revision":9,"createdAt":1693417289538,"updatedAt":1764356848160},"id":"TELUS Retail Execution- Feature 1 image","description":"A man holds a tablet in front of a refrigerator, using retail execution software.","source":{"_id":"39rHO0Iqau3X2vVmwsO5Km","url":"//images.ctfassets.net/x9vf49eb1fms/39rHO0Iqau3X2vVmwsO5Km/943e412bce4663c25162e3a5332cdd1c/Retail-execution_feature_1.jpg","title":"Retail-execution feature 1","description":"A man holds a tablet in front of a refrigerator, using retail execution software.","contentType":"image/jpeg","dimensions":{"width":1136,"height":720},"size":92373,"version":9}},"link":{"_id":"6e7AZbcMk2d6wrM7pSTWn8","_metadata":{"type":"link","revision":1,"createdAt":1755552518022,"updatedAt":1755552518022},"id":"Explore TELUS Retail Execution","title":"Explore TELUS Retail Execution","url":"/consumer-goods/retail-execution-software","isExternal":false}}]}]},{"_id":"RcgtfPvhOyGljceoKEhQ5","_metadata":{"type":"blogPost","revision":4,"createdAt":1770931208515,"updatedAt":1773770966851},"id":"global-travel-retail-market","title":"The global travel retail market: Identifying white space with unified data","categories":[{"_id":"2mV5bbEr66e9ndV5t8FT8q","_metadata":{"type":"category","revision":193,"createdAt":1694624762060,"updatedAt":1774886729966},"id":"consumer-goods","name":"Consumer goods"}],"image":{"_id":"3epa7veKebGT2Cekf5J4Ac","_metadata":{"type":"image","revision":1,"createdAt":1770742425760,"updatedAt":1770742425760},"id":"A man and woman walking in a travel retail environment","source":{"_id":"Devol6OOCCsVe3vUkMLer","url":"//images.ctfassets.net/x9vf49eb1fms/Devol6OOCCsVe3vUkMLer/d24e3ca7041c9c71e154988ca76d4abf/A_man_and_woman_walking_in_a_travel_retail_environment.jpg","title":"A man and woman walking in a travel retail environment","description":"A man and woman walking in a travel retail environment","contentType":"image/jpeg","dimensions":{"width":5403,"height":5061},"size":1275099,"version":3}},"excerpt":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Learn how unified data reveals white space in the global travel retail market, helping brands and retailers find new growth opportunities worldwide.","marks":[]}]}],"slug":"global-travel-retail-market","countryOverrides":[{"_id":"5iIzMy0TSctxEv3FB8qN4u","_metadata":{"type":"blogPostRegionOverride","revision":3,"createdAt":1770926378904,"updatedAt":1773671417299},"name":"Trade promotion analysis - Global","country":"Global","blogPostBody":[{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Key takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Market growth","marks":["bold"]},{"nodeType":"text","value":": The global travel retail market is projected to reach ","marks":[]},{"nodeType":"text","value":"$145.46 billion by 2032","marks":["bold"]},{"nodeType":"text","value":", growing at a CAGR of ","marks":[]},{"nodeType":"text","value":"10.46%","marks":["bold"]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.fortunebusinessinsights.com/press-release/global-travel-retail-market-10795"},"content":[{"nodeType":"text","value":"according to Fortune Business Insights.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"White space defined","marks":["bold"]},{"nodeType":"text","value":": In travel retail, \"white space\" refers to untapped geographic locations, underserved traveler segments, or unfilled product needs in high-traffic transit zones.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Data challenges","marks":["bold"]},{"nodeType":"text","value":": Fragmented data from siloed systems—like duty-free shops, airlines, and cruise lines—prevents brands from achieving a 360-degree view of the traveler journey.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified intelligence","marks":["bold"]},{"nodeType":"text","value":": Adopting a unified data approach via ","marks":[]},{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["bold"]},{"nodeType":"text","value":" allows brands to harmonize disparate data sets into a single source of truth for","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/data-reporting-scholl-wellness-company"},"content":[{"nodeType":"text","value":" faster, more profitable decision-making.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Actionable insights","marks":["bold"]},{"nodeType":"text","value":": Real-time reporting and ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-data-analytics-ai-integration"},"content":[{"nodeType":"text","value":"AI-driven analytics","marks":["underline"]}]},{"nodeType":"text","value":" help retailers optimize inventory, align regional strategies, and capitalize on impulse buying behaviors at key transit points.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The global travel retail (GTR) market is undergoing a rapid transformation. Valued at approximately ","marks":[]},{"nodeType":"text","value":"$69 billion in 2024","marks":["bold"]},{"nodeType":"text","value":", the sector is on a trajectory to hit ","marks":[]},{"nodeType":"text","value":"$132 billion by 2032","marks":["bold"]},{"nodeType":"text","value":". This unique retail channel—encompassing airports, cruise lines, and border shops—offers brands a captive audience with significant dwell time. However, capturing this growth requires more than just premium placement; it requires deep visibility into traveler behavior.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For many CPG brands, the primary obstacle is fragmented data. Disconnected systems between duty-free operators and regional markets lead to missed opportunities and inconsistent pricing. ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" provides the technology needed to bridge these gaps. By leveraging ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["underline","bold"]}]},{"nodeType":"text","value":", brands can unify market data, improve demand planning, and identify lucrative white space opportunities that were previously hidden in data silos.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7JVziG3bQ9dEcFBNBewHoZ","_metadata":{"type":"cta","revision":2,"createdAt":1770748127461,"updatedAt":1773672634237},"id":"travel-retail-setup-for-sucess","ctaType":"Embedded CTA","title":"Is your travel retail strategy set up for success?","subtitle":"Watch our webinar and unlock your travel retail growth today","link":{"_id":"6I6XFb27Pxil8ChDQRE0dP","_metadata":{"type":"link","revision":2,"createdAt":1770748122073,"updatedAt":1773672627874},"id":"travel-retail-setup-for-sucess","title":"Watch now","url":"/the-roadmap-to-winning-in-global-travel-retail","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is global travel retail?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Global travel retail, often referred to as the sixth continent, is a unique sales channel that caters to international travelers. It primarily operates in duty-free and duty-paid environments located beyond security or immigration controls at airports, seaports, and border crossings.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The duty-free market advantage","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A cornerstone of this industry is the ","marks":[]},{"nodeType":"text","value":"duty-free market","marks":["bold"]},{"nodeType":"text","value":". These retail outlets allow travelers to purchase premium goods—such as cosmetics, perfumes, and spirits—without the inclusion of local government taxes or duties. This price advantage, combined with the appeal of travel-exclusive or limited-edition products, makes it a highly attractive channel for luxury and premium brands looking to expand their global visibility.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why travel retail matters","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This market is critical because it captures high-value, on-the-go shoppers at a moment when they have high purchase intent and time to browse. It serves as a strategic touchpoint for brands to introduce new products to an international audience. For airport operators, travel retail is a vital revenue stream, often accounting for ","marks":[]},{"nodeType":"text","value":"50% of an international airport’s total income","marks":["bold"]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://straitsresearch.com/report/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"reported by Straits Research.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding the concept of white space","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the context of the travel retail market, ","marks":[]},{"nodeType":"text","value":"white space","marks":["bold"]},{"nodeType":"text","value":" represents unfilled potential—the blank slate where a business can innovate or expand. Identifying white space is not just about finding an empty shelf; it is a systematic evaluation of current offerings against traveler needs.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Types of white space opportunities:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Geographic gaps","marks":["bold"]},{"nodeType":"text","value":": Identifying high-traffic transit hubs or emerging travel corridors where a brand currently has no presence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Assortment voids","marks":["bold"]},{"nodeType":"text","value":": Recognizing specific product categories or price points that travelers are searching for but cannot find in current duty-free configurations.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Segment needs","marks":["bold"]},{"nodeType":"text","value":": Targeting underserved traveler demographics, such as the rising youth segment, which is projected to be the fastest-growing demographic in travel retail due to their preference for experience-oriented purchases.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By conducting a white space analysis, brands can move away from saturated domestic markets and establish leadership in high-growth transit zones.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The global travel retail market","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The travel retail landscape is characterized by its resilience and its reliance on specific high-performing categories and channels.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Market size and growth trends","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The market is currently seeing robust momentum, driven by the near-complete recovery of international air traffic. The North American duty free market was valued at $28.97 billion as of 2024, according to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.industryresearch.biz/market-reports/duty-free-retailing-market-108809#:~:text=Duty%20Free%20Retailing%20Market%20Overview,15%E2%80%9320%25%20of%20outlets."},"content":[{"nodeType":"text","value":"Industry Research","marks":["underline"]}]},{"nodeType":"text","value":". Asia-Pacific (APAC) dominated the market with a ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.grandviewresearch.com/industry-analysis/travel-retail-market"},"content":[{"nodeType":"text","value":"51.21% share in 2024","marks":["underline","bold"]}]},{"nodeType":"text","value":" according to Grand View Research, fueled by high-spending travelers from China, India, and South Korea. Europe remains the second-largest market, characterized by mature tourism and a strong luxury presence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key channels","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Airports \u0026 airlines","marks":["bold"]},{"nodeType":"text","value":": The dominant channel, accounting for over ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mordorintelligence.com/industry-reports/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"61% of the market","marks":["underline","bold"]}]},{"nodeType":"text","value":" in 2025, according to Mordor Intelligence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cruises \u0026 seaports","marks":["bold"]},{"nodeType":"text","value":": A recovering sector that offers unique experiential retail opportunities for luxury brands.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Border shops \u0026 downtown duty-free","marks":["bold"]},{"nodeType":"text","value":": High-growth formats, particularly in South Korea, where travelers can shop at any point during their journey rather than just before departure.","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Top Product Categories","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Beauty","marks":["bold"]},{"nodeType":"text","value":": This segment held the leading market share in 2024, acting as a bellwether for the industry's health.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"BevAlc","marks":["bold"]},{"nodeType":"text","value":": The second-largest segment, driven by international liquor brands launching travel-exclusive editions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Fashion","marks":["bold"]},{"nodeType":"text","value":": A key driver for the duty-free sector, where tax-exempt luxury goods remain highly sought after.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge of fragmented data in travel retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Despite the massive growth potential, many brands struggle to maximize their ROI because their data is scattered. In travel retail, data fragmentation occurs when information from different retailers, airlines, and regional distributors is stored in separate, disconnected systems.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The consequences of disconnected insights:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Delayed reporting","marks":["bold"]},{"nodeType":"text","value":": It can take weeks to compile a single analytics report from disparate POS systems and syndicated data partners, slowing down critical decision-making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory inefficiencies","marks":["bold"]},{"nodeType":"text","value":": Without a unified view, brands often face overstocking in some locations and stockouts in others, both of which erode the bottom line.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inconsistent pricing","marks":["bold"]},{"nodeType":"text","value":": Fragmented data makes it difficult to track promotional compliance across different duty-free operators, leading to margin erosion.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is unified data and why does it matter?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data, also known as ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"data harmonization","marks":["underline"]}]},{"nodeType":"text","value":", is the process of integrating information from multiple sources—including POS data, shipment data, and syndicated data—into a single, clean dataset. This creates a ","marks":[]},{"nodeType":"text","value":"single source of truth","marks":["bold"]},{"nodeType":"text","value":" that allows everyone in the organization to work with the same accurate information.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The strategic value of unified intelligence:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Faster trend detection","marks":["bold"]},{"nodeType":"text","value":": Brands can spot emerging traveler behaviors and market shifts in real-time rather than waiting for month-end reports.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate forecasting","marks":["bold"]},{"nodeType":"text","value":": By harmonizing travel patterns with sales trends, brands can balance inventory with demand more effectively.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved collaboration","marks":["bold"]},{"nodeType":"text","value":": A unified platform enables seamless communication between regional teams and duty-free operators, ensuring that promotional strategies are aligned worldwide.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Using unified data to drive strategic decisions","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When data is unified, it transforms from a headache into a powerful tool for growth. Brands can use these insights to move beyond data collection and begin ","marks":[]},{"nodeType":"text","value":"contextualizing intelligence","marks":["bold"]},{"nodeType":"text","value":" for different departments.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Identifying new growth opportunities","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analyzing harmonized data sets, brands can uncover white space accounts and product voids. 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Valued at approximately ","marks":[]},{"nodeType":"text","value":"$69 billion in 2024","marks":["bold"]},{"nodeType":"text","value":", the sector is on a trajectory to hit ","marks":[]},{"nodeType":"text","value":"$132 billion by 2032","marks":["bold"]},{"nodeType":"text","value":". This unique retail channel—encompassing airports, cruise lines, and border shops—offers brands a captive audience with significant dwell time. However, capturing this growth requires more than just premium placement; it requires deep visibility into traveler behavior.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For many CPG brands, the primary obstacle is fragmented data. Disconnected systems between duty-free operators and regional markets lead to missed opportunities and inconsistent pricing. ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" provides the technology needed to bridge these gaps. By leveraging ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["underline","bold"]}]},{"nodeType":"text","value":", brands can unify market data, improve demand planning, and identify lucrative white space opportunities that were previously hidden in data silos.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7JVziG3bQ9dEcFBNBewHoZ","_metadata":{"type":"cta","revision":2,"createdAt":1770748127461,"updatedAt":1773672634237},"id":"travel-retail-setup-for-sucess","ctaType":"Embedded CTA","title":"Is your travel retail strategy set up for success?","subtitle":"Watch our webinar and unlock your travel retail growth today","link":{"_id":"6I6XFb27Pxil8ChDQRE0dP","_metadata":{"type":"link","revision":2,"createdAt":1770748122073,"updatedAt":1773672627874},"id":"travel-retail-setup-for-sucess","title":"Watch now","url":"/the-roadmap-to-winning-in-global-travel-retail","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is global travel retail?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Global travel retail, often referred to as the sixth continent, is a unique sales channel that caters to international travelers. It primarily operates in duty-free and duty-paid environments located beyond security or immigration controls at airports, seaports, and border crossings.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The duty-free market advantage","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A cornerstone of this industry is the ","marks":[]},{"nodeType":"text","value":"duty-free market","marks":["bold"]},{"nodeType":"text","value":". These retail outlets allow travelers to purchase premium goods—such as cosmetics, perfumes, and spirits—without the inclusion of local government taxes or duties. 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Identifying white space is not just about finding an empty shelf; it is a systematic evaluation of current offerings against traveler needs.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Types of white space opportunities:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Geographic gaps","marks":["bold"]},{"nodeType":"text","value":": Identifying high-traffic transit hubs or emerging travel corridors where a brand currently has no presence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Assortment voids","marks":["bold"]},{"nodeType":"text","value":": Recognizing specific product categories or price points that travelers are searching for but cannot find in current duty-free configurations.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Segment needs","marks":["bold"]},{"nodeType":"text","value":": Targeting underserved traveler demographics, such as the rising youth segment, which is projected to be the fastest-growing demographic in travel retail due to their preference for experience-oriented purchases.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By conducting a white space analysis, brands can move away from saturated domestic markets and establish leadership in high-growth transit zones.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The global travel retail market","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The travel retail landscape is characterized by its resilience and its reliance on specific high-performing categories and channels.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Market size and growth trends","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The market is currently seeing robust momentum, driven by the near-complete recovery of international air traffic. The North American duty free market was valued at $28.97 billion as of 2024, according to ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.industryresearch.biz/market-reports/duty-free-retailing-market-108809#:~:text=Duty%20Free%20Retailing%20Market%20Overview,15%E2%80%9320%25%20of%20outlets."},"content":[{"nodeType":"text","value":"Industry Research","marks":["underline"]}]},{"nodeType":"text","value":".","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key channels","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Airports \u0026 airlines","marks":["bold"]},{"nodeType":"text","value":": The dominant channel, accounting for over ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mordorintelligence.com/industry-reports/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"61% of the market","marks":["underline","bold"]}]},{"nodeType":"text","value":" in 2025, according to Mordor Intelligence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cruises \u0026 seaports","marks":["bold"]},{"nodeType":"text","value":": A recovering sector that offers unique experiential retail opportunities for luxury brands.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Border shops \u0026 downtown duty-free","marks":["bold"]},{"nodeType":"text","value":": High-growth formats, particularly in South Korea, where travelers can shop at any point during their journey rather than just before departure.","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Top product categories","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Beauty","marks":["bold"]},{"nodeType":"text","value":": This segment held the leading market share in 2024, acting as a bellwether for the industry's health.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"BevAlc","marks":["bold"]},{"nodeType":"text","value":": The second-largest segment, driven by international liquor brands launching travel-exclusive editions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Fashion","marks":["bold"]},{"nodeType":"text","value":": A key driver for the duty-free sector, where tax-exempt luxury goods remain highly sought after.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge of fragmented data in travel retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Despite the massive growth potential, many brands struggle to maximize their ROI because their data is scattered. 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takeaways","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Market growth","marks":["bold"]},{"nodeType":"text","value":": The global travel retail market is projected to reach ","marks":[]},{"nodeType":"text","value":"$145.46 billion by 2032","marks":["bold"]},{"nodeType":"text","value":", growing at a CAGR of ","marks":[]},{"nodeType":"text","value":"10.46%","marks":["bold"]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.fortunebusinessinsights.com/press-release/global-travel-retail-market-10795"},"content":[{"nodeType":"text","value":"according to Fortune Business Insights.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"White space defined","marks":["bold"]},{"nodeType":"text","value":": In travel retail, \"white space\" refers to untapped geographic locations, underserved traveller segments, or unfilled product needs in high-traffic transit zones.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Data challenges","marks":["bold"]},{"nodeType":"text","value":": Fragmented data from siloed systems—like duty-free shops, airlines, and cruise lines—prevents brands from achieving a 360-degree view of the traveller journey.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified intelligence","marks":["bold"]},{"nodeType":"text","value":": Adopting a unified data approach via ","marks":[]},{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["bold"]},{"nodeType":"text","value":" allows brands to harmonise disparate data sets into a single source of truth for","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/data-reporting-scholl-wellness-company"},"content":[{"nodeType":"text","value":" faster, more profitable decision-making.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Actionable insights","marks":["bold"]},{"nodeType":"text","value":": Real-time reporting and ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/cpg-industry-data-analytics-ai-integration"},"content":[{"nodeType":"text","value":"AI-driven analytics ","marks":["underline"]}]},{"nodeType":"text","value":"help retailers optimise inventory, align regional strategies, and capitalise on impulse buying behaviours at key transit points.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Executive summary","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The global travel retail (GTR) market is undergoing a rapid transformation. Valued at approximately ","marks":[]},{"nodeType":"text","value":"$69 billion in 2024","marks":["bold"]},{"nodeType":"text","value":", the sector is on a trajectory to hit ","marks":[]},{"nodeType":"text","value":"$132 billion by 2032","marks":["bold"]},{"nodeType":"text","value":". This unique retail channel—encompassing airports, cruise lines, and border shops—offers brands a captive audience with significant dwell time. However, capturing this growth requires more than just premium placement; it requires deep visibility into traveller behaviour.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For many CPG brands, the primary obstacle is fragmented data. Disconnected systems between duty-free operators and regional markets lead to missed opportunities and inconsistent pricing. ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" provides the technology needed to bridge these gaps. By leveraging ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["underline","bold"]}]},{"nodeType":"text","value":", brands can unify market data, improve demand planning, and identify lucrative white space opportunities that were previously hidden in data silos.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7JVziG3bQ9dEcFBNBewHoZ","_metadata":{"type":"cta","revision":2,"createdAt":1770748127461,"updatedAt":1773672634237},"id":"travel-retail-setup-for-sucess","ctaType":"Embedded CTA","title":"Is your travel retail strategy set up for success?","subtitle":"Watch our webinar and unlock your travel retail growth today","link":{"_id":"6I6XFb27Pxil8ChDQRE0dP","_metadata":{"type":"link","revision":2,"createdAt":1770748122073,"updatedAt":1773672627874},"id":"travel-retail-setup-for-sucess","title":"Watch now","url":"/the-roadmap-to-winning-in-global-travel-retail","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is global travel retail?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Global travel retail, often referred to as the sixth continent, is a unique sales channel that caters to international travellers. It primarily operates in duty-free and duty-paid environments located beyond security or immigration controls at airports, seaports, and border crossings","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The duty-free market advantage","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A cornerstone of this industry is the ","marks":[]},{"nodeType":"text","value":"duty-free market","marks":["bold"]},{"nodeType":"text","value":". These retail outlets allow travellers to purchase premium goods—such as cosmetics, perfumes, and spirits—without the inclusion of local government taxes or duties. This price advantage, combined with the appeal of \"travel-exclusive\" or limited-edition products, makes it a highly attractive channel for luxury and premium brands looking to expand their global visibility.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why travel retail matters","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This market is critical because it captures high-value, on-the-go shoppers at a moment when they have high purchase intent and time to browse. It serves as a strategic touchpoint for brands to introduce new products to an international audience. For airport operators, travel retail is a vital revenue stream, often accounting for ","marks":[]},{"nodeType":"text","value":"50% of an international airport’s total income","marks":["bold"]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://straitsresearch.com/report/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"reported by Straits Research.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding the concept of white space","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the context of the travel retail market, ","marks":[]},{"nodeType":"text","value":"white space","marks":["bold"]},{"nodeType":"text","value":" represents unfilled potential—the blank slate where a business can innovate or expand. Identifying white space is not just about finding an empty shelf; it is a systematic evaluation of current offerings against traveller needs.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Types of white space opportunities:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Geographic gaps","marks":["bold"]},{"nodeType":"text","value":": Identifying high-traffic transit hubs or emerging travel corridors where a brand currently has no presence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Assortment voids","marks":["bold"]},{"nodeType":"text","value":": Recognising specific product categories or price points that travellers are searching for but cannot find in current duty-free configurations.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Segment needs","marks":["bold"]},{"nodeType":"text","value":": Targeting underserved traveller demographics, such as the rising youth segment, which is projected to be the fastest-growing demographic in travel retail due to their preference for experience-oriented purchases.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By conducting a white space analysis, brands can move away from saturated domestic markets and establish leadership in high-growth transit zones.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The global travel retail market","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The travel retail landscape is characterised by its resilience and its reliance on specific high-performing categories and channels.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Market size and growth trends","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Asia-Pacific (APAC) dominated the market with a ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.grandviewresearch.com/industry-analysis/travel-retail-market"},"content":[{"nodeType":"text","value":"51.21% share in 2024","marks":["underline","bold"]}]},{"nodeType":"text","value":" according to Grand View Research, fueled by high-spending travellers from China, India, and South Korea. Europe remains the second-largest market, characterised by mature tourism and a strong luxury presence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key channels","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Airports \u0026 airlines","marks":["bold"]},{"nodeType":"text","value":": The dominant channel, accounting for over ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mordorintelligence.com/industry-reports/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"61% of the market","marks":["underline","bold"]}]},{"nodeType":"text","value":" in 2025, according to Mordor Intelligence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cruises \u0026 seaports","marks":["bold"]},{"nodeType":"text","value":": A recovering sector that offers unique experiential retail opportunities for luxury brands.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Border shops \u0026 downtown duty-free","marks":["bold"]},{"nodeType":"text","value":": High-growth formats, particularly in South Korea, where travellers can shop at any point during their journey rather than just before departure.","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Top Product Categories","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Beauty","marks":["bold"]},{"nodeType":"text","value":": This segment held the leading market share in 2024, acting as a bellwether for the industry's health.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"BevAlc","marks":["bold"]},{"nodeType":"text","value":": The second-largest segment, driven by international liquor brands launching travel-exclusive editions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Fashion","marks":["bold"]},{"nodeType":"text","value":": A key driver for the duty-free sector, where tax-exempt luxury goods remain highly sought after.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge of fragmented data in travel retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Despite the massive growth potential, many brands struggle to maximise their ROI because their data is scattered. In travel retail, data fragmentation occurs when information from different retailers, airlines, and regional distributors is stored in separate, disconnected systems.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The consequences of disconnected insights:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Delayed reporting","marks":["bold"]},{"nodeType":"text","value":": It can take weeks to compile a single analytics report from disparate POS systems and syndicated data partners, slowing down critical decision-making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory inefficiencies","marks":["bold"]},{"nodeType":"text","value":": Without a unified view, brands often face overstocking in some locations and stockouts in others, both of which erode the bottom line.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inconsistent pricing","marks":["bold"]},{"nodeType":"text","value":": Fragmented data makes it difficult to track promotional compliance across different duty-free operators, leading to margin erosion.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is unified data and why does it matter?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data, also known as ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"data harmonisation","marks":["underline"]}]},{"nodeType":"text","value":", is the process of integrating information from multiple sources—including POS data, shipment data, and syndicated data—into a single, clean dataset. This creates a ","marks":[]},{"nodeType":"text","value":"single source of truth","marks":["bold"]},{"nodeType":"text","value":" that allows everyone in the organisation to work with the same accurate information.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The strategic value of unified intelligence:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Faster trend detection","marks":["bold"]},{"nodeType":"text","value":": Brands can spot emerging traveller behaviours and market shifts in real-time rather than waiting for month-end reports.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate forecasting","marks":["bold"]},{"nodeType":"text","value":": By harmonising travel patterns with sales trends, brands can balance inventory with demand more effectively.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved collaboration","marks":["bold"]},{"nodeType":"text","value":": A unified platform enables seamless communication between regional teams and duty-free operators, ensuring that promotional strategies are aligned worldwide.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Using unified data to drive strategic decisions","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When data is unified, it transforms from a headache into a powerful tool for growth. Brands can use these insights to move beyond data collection and begin ","marks":[]},{"nodeType":"text","value":"contextualising intelligence","marks":["bold"]},{"nodeType":"text","value":" for different departments.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Identifying new growth opportunities","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing harmonised data sets, brands can uncover white space accounts and product voids. For example, a brand might discover that a specific cosmetic line is trending among long-haul travelers in EMEA but is currently unrepresented in key APAC transit hubs.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Technology and tools for enabling unified data","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To compete in the 2026 travel retail market, brands need tools designed specifically for the complexities of the CPG industry.","marks":[]}]},{"nodeType":"embedded-asset-block","data":{"_id":"39OZP9mrOvyk5m7phKkPlY","url":"//images.ctfassets.net/x9vf49eb1fms/39OZP9mrOvyk5m7phKkPlY/1b8b76f0fd434684d6adf62bfba5e875/A_man_and_woman_stand_at_a_cosmetics_counter.jpg","title":"A man and woman stand at a cosmetics counter","description":"A man and woman stand at a cosmetics counter in a travel retail setting, exploring beauty products together.","contentType":"image/jpeg","dimensions":{"width":7952,"height":5304},"size":719383,"version":1},"content":[]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"How TELUS RGM Analytics transforms data to growth","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["bold"]},{"nodeType":"text","value":" is built to harmonise, visualise, and realise growth. 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Valued at approximately ","marks":[]},{"nodeType":"text","value":"$69 billion in 2024","marks":["bold"]},{"nodeType":"text","value":", the sector is on a trajectory to hit ","marks":[]},{"nodeType":"text","value":"$132 billion by 2032","marks":["bold"]},{"nodeType":"text","value":". This unique retail channel—encompassing airports, cruise lines, and border shops—offers brands a captive audience with significant dwell time. However, capturing this growth requires more than just premium placement; it requires deep visibility into traveller behaviour.","marks":[]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For many CPG brands, the primary obstacle is fragmented data. Disconnected systems between duty-free operators and regional markets lead to missed opportunities and inconsistent pricing. ","marks":[]},{"nodeType":"text","value":"TELUS Agriculture \u0026 Consumer Goods","marks":["bold"]},{"nodeType":"text","value":" provides the technology needed to bridge these gaps. By leveraging ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/consumer-goods/rgm-analytics"},"content":[{"nodeType":"text","value":"TELUS Revenue Growth Management (RGM) Analytics","marks":["underline","bold"]}]},{"nodeType":"text","value":", brands can unify market data, improve demand planning, and identify lucrative white space opportunities that were previously hidden in data silos.","marks":[]}]},{"nodeType":"embedded-entry-block","data":{"_id":"7JVziG3bQ9dEcFBNBewHoZ","_metadata":{"type":"cta","revision":2,"createdAt":1770748127461,"updatedAt":1773672634237},"id":"travel-retail-setup-for-sucess","ctaType":"Embedded CTA","title":"Is your travel retail strategy set up for success?","subtitle":"Watch our webinar and unlock your travel retail growth today","link":{"_id":"6I6XFb27Pxil8ChDQRE0dP","_metadata":{"type":"link","revision":2,"createdAt":1770748122073,"updatedAt":1773672627874},"id":"travel-retail-setup-for-sucess","title":"Watch now","url":"/the-roadmap-to-winning-in-global-travel-retail","isExternal":false}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is global travel retail?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Global travel retail, often referred to as the sixth continent, is a unique sales channel that caters to international travellers. It primarily operates in duty-free and duty-paid environments located beyond security or immigration controls at airports, seaports, and border crossings.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The duty-free market advantage","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A cornerstone of this industry is the ","marks":[]},{"nodeType":"text","value":"duty-free market","marks":["bold"]},{"nodeType":"text","value":". These retail outlets allow travellers to purchase premium goods—such as cosmetics, perfumes, and spirits—without the inclusion of local government taxes or duties. This price advantage, combined with the appeal of travel-exclusive or limited-edition products, makes it a highly attractive channel for luxury and premium brands looking to expand their global visibility.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Why travel retail matters","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"This market is critical because it captures high-value, on-the-go shoppers at a moment when they have high purchase intent and time to browse. It serves as a strategic touchpoint for brands to introduce new products to an international audience. For airport operators, travel retail is a vital revenue stream, often accounting for ","marks":[]},{"nodeType":"text","value":"50% of an international airport’s total income","marks":["bold"]},{"nodeType":"text","value":", ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://straitsresearch.com/report/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"reported by Straits Research.","marks":["underline"]}]},{"nodeType":"text","value":"","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Understanding the concept of white space","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In the context of the travel retail market, ","marks":[]},{"nodeType":"text","value":"white space","marks":["bold"]},{"nodeType":"text","value":" represents unfilled potential—the blank slate where a business can innovate or expand. Identifying white space is not just about finding an empty shelf; it is a systematic evaluation of current offerings against traveller needs.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Types of white space opportunities:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Geographic gaps","marks":["bold"]},{"nodeType":"text","value":": Identifying high-traffic transit hubs or emerging travel corridors where a brand currently has no presence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Assortment voids","marks":["bold"]},{"nodeType":"text","value":": Recognising specific product categories or price points that travellers are searching for but cannot find in current duty-free configurations.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Segment needs","marks":["bold"]},{"nodeType":"text","value":": Targeting underserved traveller demographics, such as the rising youth segment, which is projected to be the fastest-growing demographic in travel retail due to their preference for experience-oriented purchases.","marks":[]}]}]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By conducting a white space analysis, brands can move away from saturated domestic markets and establish leadership in high-growth transit zones.","marks":[]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The global travel retail market","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The travel retail landscape is characterised by its resilience and its reliance on specific high-performing categories and channels.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Market size and growth trends","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Asia-Pacific (APAC) dominated the market with a ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.grandviewresearch.com/industry-analysis/travel-retail-market"},"content":[{"nodeType":"text","value":"51.21% share in 2024","marks":["underline","bold"]}]},{"nodeType":"text","value":" according to Grand View Research, fueled by high-spending travellers from China, India, and South Korea. Europe remains the second-largest market, characterised by mature tourism and a strong luxury presence.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key channels","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Airports \u0026 airlines","marks":["bold"]},{"nodeType":"text","value":": The dominant channel, accounting for over ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"https://www.mordorintelligence.com/industry-reports/duty-free-and-travel-retail-market"},"content":[{"nodeType":"text","value":"61% of the market","marks":["underline","bold"]}]},{"nodeType":"text","value":" in 2025, according to Mordor Intelligence.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Cruises \u0026 seaports","marks":["bold"]},{"nodeType":"text","value":": A recovering sector that offers unique experiential retail opportunities for luxury brands.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Border shops \u0026 downtown duty-free","marks":["bold"]},{"nodeType":"text","value":": High-growth formats, particularly in South Korea, where travellers can shop at any point during their journey rather than just before departure.","marks":[]}]}]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Top product categories","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Beauty","marks":["bold"]},{"nodeType":"text","value":": This segment held the leading market share in 2024, acting as a bellwether for the industry's health.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"BevAlc","marks":["bold"]},{"nodeType":"text","value":": The second-largest segment, driven by international liquor brands launching travel-exclusive editions.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Fashion","marks":["bold"]},{"nodeType":"text","value":": A key driver for the duty-free sector, where tax-exempt luxury goods remain highly sought after.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"The challenge of fragmented data in travel retail","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Despite the massive growth potential, many brands struggle to maximise their ROI because their data is scattered. In travel retail, data fragmentation occurs when information from different retailers, airlines, and regional distributors is stored in separate, disconnected systems.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The consequences of disconnected insights:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Delayed reporting","marks":["bold"]},{"nodeType":"text","value":": It can take weeks to compile a single analytics report from disparate POS systems and syndicated data partners, slowing down critical decision-making.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inventory inefficiencies","marks":["bold"]},{"nodeType":"text","value":": Without a unified view, brands often face overstocking in some locations and stockouts in others, both of which erode the bottom line.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Inconsistent pricing","marks":["bold"]},{"nodeType":"text","value":": Fragmented data makes it difficult to track promotional compliance across different duty-free operators, leading to margin erosion.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"What is unified data and why does it matter?","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Unified data, also known as ","marks":[]},{"nodeType":"hyperlink","data":{"uri":"/blog-resources/what-is-data-harmonization"},"content":[{"nodeType":"text","value":"data harmonisation","marks":["underline"]}]},{"nodeType":"text","value":", is the process of integrating information from multiple sources—including POS data, shipment data, and syndicated data—into a single, clean dataset. This creates a ","marks":[]},{"nodeType":"text","value":"single source of truth","marks":["bold"]},{"nodeType":"text","value":" that allows everyone in the organisation to work with the same accurate information.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"The strategic value of unified intelligence:","marks":["bold"]}]},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Faster trend detection","marks":["bold"]},{"nodeType":"text","value":": Brands can spot emerging traveller behaviours and market shifts in real-time rather than waiting for month-end reports.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Accurate forecasting","marks":["bold"]},{"nodeType":"text","value":": By harmonising travel patterns with sales trends, brands can balance inventory with demand more effectively.","marks":[]}]}]},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Improved collaboration","marks":["bold"]},{"nodeType":"text","value":": A unified platform enables seamless communication between regional teams and duty-free operators, ensuring that promotional strategies are aligned worldwide.","marks":[]}]}]}]},{"nodeType":"heading-2","content":[{"nodeType":"text","value":"Using unified data to drive strategic decisions","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When data is unified, it transforms from a headache into a powerful tool for growth. Brands can use these insights to move beyond data collection and begin ","marks":[]},{"nodeType":"text","value":"contextualising intelligence","marks":["bold"]},{"nodeType":"text","value":" for different departments.","marks":[]}]},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Identifying new growth opportunities","marks":["bold"]}]},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"By analysing harmonised data sets, brands can uncover white space accounts and product voids. 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