Trade promotion management (TPM) software helps companies plan, execute, and optimize trade promotion campaigns to improve sales and revenue. TPM is used by retailers and manufacturers to increase product demand in retail stores by leveraging marketing techniques such as special pricing, product display, or incentives (gifts, coupons, etc.). This type of software is implemented by the team responsible for demand planning and management, which can span across multiple departments such as sales, operations, and finance.:
TPM is usually deployed as a standalone product, but can also be part of a retail management system. When delivered separately, TPM integrates with retail software and supply chain & logistics software. Some TPM vendors also provide modules or separate solutions for Trade Promotion Optimization (TPO).
To qualify for inclusion in the Trade Promotion Management category, a product must:
- Create and track trade promotion management campaigns
- Provide workflows to assign and manage trade promotion tasks
- Align corporate goals with trade promotion management strategies
- Track the financial resources allocated for campaigns and other activities
- Allow users to adjust promotions based on recommendations
- Monitor the performance of campaigns and promotions
- Identify lost opportunities and the ROI of promotions
- Optimize trade promotion based on business goals and market constraints