Understand the KPIs of the retailer

Understanding promotional performance from your own perspective is vital to developing an effective promotional strategy.

The ability, though, to analyse promotions for the retailer and the category perspective is the key to successfully implementing the strategy. The first step is to fully understand the retailer strategy, both at a buyer level, but also at a more senior management level.

If your buyer is focused on margin, you should ensure that the promotions you propose are margin accretive. Similarly, if the senior management is focused on market share, your promotional strategy should support this objective. 

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