What is it?
Most people think promotions and discounts are the same thing, and while it’s true that the most popular type of promotion is the TPR or “Temporary Price Reduction,” there are other types of promotions that brands use that may not have a discount component.
Why is it important?
Brands use promotions to help gain market share, drive trial, and increase their velocity. Promotions in CPG data track activity at retailers only, and do not include media or other advertising efforts.
What are some examples?
In addition to TPRs, other types of promotions are Features, which include things like mailers, print ads, or sales flyers. Displays are secondary selling locations for items like end caps, shippers, and front lobby displays. Special packs are unique UPCs with special packaging that offer consumers a free product, like a holiday box set of Maker’s Mark that comes with two free engraved glasses.