Researchers Aberdeen Group report that 65% of manufacturers lack collaborative tools that aid visibility towards retail execution.

They surveyed more than 100 enterprises in July 2008 to determine the extent of coordination required between manufacturers and retailers towards building cogent and coherent trade promotion management (TPM) processes. The research revealed 65% of manufacturers currently use a combination of legacy trade promotion systems and home-grown trade marketing processes that lack collaborative tools or customer analytics related feature/functionality for using shopper insights to develop optimized trade promotions. These collaborative data sharing, planning and execution-related analytical tools enable visibility towards shelf-level promotion product display, shopper marketing insights, and sales performance data in varied retail segments such as grocery, specialty or general merchandise.

Complimentary Copy of full report “Responsive Trade promotion Management: Creating “A Single Version of the Truth” - courtesy of Kineticsware.