Sense

Consumer product brand owners are constantly seeking new ways to create a "lift" in their sales volumes. Such tactics include trade promotions,coupons, and register discounts.

When trade marketers fit their promotional arsenal into the purchase dynamics equation, gaps in their promotional strategy become clear and the right tactics can be developed to drive the right purchase dynamic metric.

Over the years, trade marketers have been spending more and getting less return on that spending investment. The easiest way to increase efficiency is to improve trade promotion effectiveness. This will require a paradigm shift to a consumer centric and fact based process.

The trick is to break down who their best consumers are, find out what motivates them to purchase, and measure the key purchase dynamics.

Intrigo brings a data-driven Sense paradigm to the CPG trade promotion investment strategies. We help clients understand:

• The "lift" or incremental volume their brand generates by tactic/discount/timing combination
• Which of their trade promotions work the best and what does it cost in the overall scheme of investments
• Over the lifecycle of a trade promotion, what have been the drivers in the "lift" - geographies, age groups, timing, etc.

Sense is a paradigm shift from the traditional approach of post-event analysis, to proactively predicting, casting, and tweaking customer-driven insights into actionable business strategies.