Promotion is one of the key Category Management and Shopper Marketing levers we can pull to drive sales.

Consumer promotion differs from price promotion. Consumer Promotion Strategy asks and solves:

  • What is the role of in store promotion in our category in each channel we are in?
  • What are the most effective promotion mechanics based on our category objectives?
  • How will our promotions deliver against retailer objectives – why should our trading partners get on board?
  • What do we need to know to build an optimal promotional calendar for our categories and products?


At ShopAbility, our end-to-end approach to Consumer Promotion covers:

  1. Insights: promotions analytics and reviews, Shopper Research (behaviour by category and channel), Trade Research
  2. Strategy: by category and by channel
  3. Activation: trial, rollout, pictures of success, measurement & evaluation (promotional spend ROI)
  4. Capability: promotions standards and scorecards, Training for Category, Marketing, Sales & Field teams

You can return to our Category Management and Shopper Marketing pages here.

Or read further about the other elements of RSVP3: