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	December 19, 2007 (updated December 28, 2007) Improving Retail Promotion Execution by George Lawrie with Sharyn Leaver, Andrew Magarie

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Executive Summary

Retailers continue to struggle with promotion execution and face hefty financial consequences, including skyrocketing administrative costs, misspent funds, and sales cannibalization. To help, an increasing number are investing in RFID, business intelligence (BI), and task management solutions to better synchronize demand stimulation with inventory and store labor availability. But to see significant returns, retailers must use these investments as the foundation for more information-rich interactions with consumers and suppliers. How? By connecting consumer and supplier devices to their networks, repurposing data as well as distributing goods to help consumers meet their aspirations and solve their problems, and by adding value to information as well as to merchandise.

TABLE OF CONTENTS

• The State Of Retail Promotions: Poor Execution
• Processes And Technologies That Improve Promotion Execution
• Retailers Need Integrated Solutions To Fix Promotion Execution

RECOMMENDATIONS

• Build A Promotion Backbone

WHAT IT MEANS

• From Point Of Sale To Continuous Selling
• Supplemental Material
• Related Research Documents

This is an excerpt

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