Digital Promotions: Advantages of Promotion Database Management

Published on January 19, 2023

In part 4 of their series, Gawel Adamek and Lluis Bardet-Alvarez discuss the digitalization of promotions and take a closer look at the importance of developing a digital environment for promotions management.

In our last article, we discussed the phenomenon of value-destroying promotions: Based on our experience in optimizing promotions in the FMCG industry, typically 30 to 40 percent of promotions are “value destroyers”, yielding a negative ROI with limited volume impact. This is mainly due to the fact that companies often neglect the importance of developing an integrated data ecosystem for promotions management allowing to collect and analyze data and effectively manage promotions.

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