What Others Are Doing: Promotion Effectiveness

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Assignment
A large consumer products company wanted to reduce trade spending while minimizing any negative impact reductions might have on merchandising effectiveness. The DHC Merchandising Effectiveness Model^SM (MEA) was used to conduct a comprehensive evaluation of the company’s promotion practices over a two-year period. The result was the identification of a set of best practices for promotion effectiveness and recommendations for where and how trade dollars should be spent to increase the return on the marketing investment. The customer was able to cut trade spending by 20% while incurring only a 2% loss in volume.

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Front-End Checkstands are constantly evolving. How does this innovation impact impulse sales? With continued evolution must come continual evaluation of these front-end merchandising changes.

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Conference Presentation

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Acquisitions are all sold with grand promises for success. Most acquisitions aren't lacking for in-depth assessments, so why is actual acquisition success such a mixed bag?

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