Promotion Effectiveness

FMCG suppliers spend heavily on promotions because retailers expect them, competitors run them and shoppers have become more value conscious. Yet many promotion evaluations still measure the wrong thing: uplift during the event. A high-uplift event can be a poor investment if it mostly rewards loyal shoppers, shifts volume from your own portfolio or pulls purchases forward. A lower-uplift event can be strategically valuable if it wins competitive shoppers, protects distribution, supports retailer strategy or creates category value.