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Victoria’s Secret regained relevance among younger shoppers and managed to increase base prices on core items and reduce promotions. In short: fewer promotions didn’t scare buyers away; instead, it signalled stronger brand value and pricing power. In 2025, Unilever and Nestle made similar strides. Still, UK grocery saw more promotional activity in November 2025. Welcome to the Post-Promotional Paradox. Listen to the podcast edition or read the blog below 1. Understanding the...

During the Christmas trading period, demand patterns shift sharply and competition becomes more aggressive. This decision framework helps choosing when and how to promote and how to avoid devaluing your brands. Listen to the podcast edition or read the blog below Align your plans with the dynamics of peak-season in FMCG. Let this checklist be a help. Question Guidance Rationale Is participation recommended? Yes .  In  categories with high gifting reliance or strong competitor activity, not...

Doug McMillon’s departure is a moment to look past outdated perceptions and analyse the sophisticated revenue growth engine he built. He aimed to eliminate the “hidden costs” of promotions that plague most retailers in Europe and in the US. Listen to the podcast edition or read the blog below Part 1: The Walmart You Think You Know (Is Dangerously Out of Date) A. The CEO change at Walmart After a transformative 11-year tenure as CEO, during which Walmart's stock rose over 300 percent, Doug...