Trade promotion data to category growth: the shopper insights edge

For consumer packaged goods manufacturers, managing trade spend often feels like solving a puzzle with missing pieces. Brands invest up to 20% of revenue into promotions, yet McKinsey research reveals that 72% of US trade promotions fail to turn a profit. You track promotional spend in your trade promotion management system to gain visibility, but a critical question remains: How do you know if a planned promotion will actually drive category growth, or if it will simply shift existing volume around?

The real pain point is data silos. Trade marketing managers are trapped trying to optimize promotions using backward-looking syndicated POS data and disjointed internal spreadsheets that hide margin erosion and subsidized volume. The most successful CPG manufacturers are connecting trade promotion management directly with predictive analytics and shopper behaviour validation to create a continuous, strategic loop. TELUS Shopper Insights is the product that bridges this gap, transforming trade spend from a static expense into a dynamic growth engine.

Understanding the foundation: What trade promotion management reveals

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