How poor trade promotion forecasting creates a deduction crisis

Executive summary
In-store execution is a critical lever for sales growth yet it remains one of the hardest to control. For Canadian CPG manufacturers, fragmented tools, manual processes and delayed reporting lead to missed opportunities and inconsistent performance. This often results in a systemic "deduction crisis" where companies are caught off guard by unexpected retailer claims.

According to the Promotion Optimization Institute (POI), 56% of organizations say their trade promotion processes are too manual and time-consuming. Without a robust strategy for trade promotion forecasting, the gap between planned spend and actual deductions creates a widening hole in the bottom line. At TELUS Agriculture & Consumer Goods, we provide the Trade Promotion Management tools necessary to bridge this gap and secure your revenue.

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