{"id":560491,"date":"2026-02-28T05:53:46","date_gmt":"2026-02-28T05:53:46","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?p=560491&#038;preview=true&#038;preview_id=560491"},"modified":"2026-02-28T05:53:58","modified_gmt":"2026-02-28T05:53:58","slug":"does-your-trade-promotion-optimization-solution-cover-the-total-marketing-funnel","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/expert-perspectives\/does-your-trade-promotion-optimization-solution-cover-the-total-marketing-funnel\/","title":{"rendered":"Does your trade promotion optimization solution cover the total marketing funnel?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Does your trade promotion optimization solution cover the total marketing funnel? It should<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-white.svg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Owen McCabe &amp; Manish Agrawal<\/h5><h5 class=\"blog-date\">Nov 27, 2025<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/does-your-trade-promotion-optimization-solution-cover-the-total-marketing-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/does-your-trade-promotion-optimization-solution-cover-the-total-marketing-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n\n<h2 class=\"wp-block-heading\" id=\"h-in-this-era-of-rapid-transformation-suppliers-must-embrace-ai-driven-tools-to-keep-pace-with-evolving-demands-across-the-value-chain-some-analysis-suggest-that-the-retail-industry-has-seen-as-much-change-in-the-past-five-years-as-in-the-previous-25\">In this era of rapid transformation, suppliers must embrace AI\u2011driven tools to keep pace with evolving demands across the value chain. Some analysis suggest that the retail industry has seen as much change in the past five years as in the previous 25.<\/h2>\n\n\n<p>This has impacted every aspect of the sector, including manufacturing, sourcing, distribution, sales, and all the stakeholders in the value chain. Consumers, retailers, employees, and suppliers have shifted their expectations and demands.<\/p>\n\n\n<p>Data-powered digital platforms have changed the typical consumer purchase journey from a linear path towards in-store purchases to a non-linear flow where every digital touchpoint is a potential point of pre-order or purchase, and every physical touchpoint a potential point of fulfilment.<\/p>\n\n\n<p>In this new world, the point of engagement is the new moment of truth. However, most trade-promotion optimization (TPO) solutions do not extend that far up the funnel. This is seen in social media commerce platforms, quick commerce players, super apps, online marketplaces, and marquee retail events like Black Friday or Singles day. This is also shown in the fact that, depending on the product category, <a href=\"https:\/\/www.powerreviews.com\/power-of-reviews-2023\/\">up to 50 percent<\/a> of consumer journeys in the US start on Amazon. This includes checking out reviews and getting a benchmark on price and on how soon something can be delivered.<\/p>\n\n\n<p>In today\u2019s retail environment, debate is no longer needed on whether an investment goes above the line into an advertising campaign or below the line into a trade promotion. Instead, advertising and promotion spend needs to be joined up across the whole funnel. Marketing and sales and supply chain need to jointly own key metrics like customer acquisition, conversion, and availability.<\/p>\n\n\n<p>Fortunately, a new breed of intelligent trade promotion and optimization tools may hold the answers suppliers need to survive and get ahead in the game.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-simplifying-a-complex-ecosystem\"><strong>Simplifying a complex ecosystem<\/strong><\/h3>\n\n\n<p>TPO and traditional Trade Promotion Management (TPM) tools often struggle to provide the flexibility and access to data suppliers need to overcome the challenges of today\u2019s connected commerce environment. This is due to their inherent shortcomings, like an inability to identify interrelated levers, relevant industry trends, external forces, and biased interpretation of historical data.<\/p>\n\n\n<p>In contrast, new AI-driven tools are emerging that deliver powerful insights to front-line decision-makers, giving them a much-needed leg up to deal with complex non-linear consumer purchase journeys.<\/p>\n\n\n<p>For example, generative AI can structure large amounts of data from different sources and combine it in a user-friendly way, solving the needle-in-a-haystack problem of \u201cI know what data I need, I just can\u2019t find it.\u201d It also can connect information in novel ways across the whole funnel to present fresh insight or possibilities: \u201cThis is the data I didn\u2019t know I needed.\u201d<\/p>\n\n\n<p>Such AI-driven tools can also codify best practices and expertise and deliver them to the point of need in real-time. This ability to empower frontline teams is potentially game-changing, helping less experienced sales and marketing professionals improve and organizations compensate for the decline in institutional knowledge following the \u201cgreat resignation\u201d of more experienced practitioners during or after the pandemic.<\/p>\n\n\n<p>These new tools can generate promotion scenarios within the consumer journey, linking content with commerce and tracking acquisition costs to purchase behaviors. They excel at showing both positive and negative outcomes without bias, helping track the impact on customer lifetime value.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-the-benefits-of-such-advanced-ai-powered-trade-promotion-management-and-optimization-solutions-include\"><strong>The benefits of such advanced AI-powered trade promotion management and optimization solutions include:<\/strong><\/h4>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Creation of clean customized promotional strategies<\/strong> for emerging retail channels based on unique data-powered advantages, rather than cut-and-paste untargeted promotional mechanics and norms from existing bricks-and-clicks channels<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Reduction in the numbers of little Excel \u201cmonsters\u201d <\/strong>residing on the laptops of sales managers and marketers, allowing the sales teams to spend less time on manual data wrangling and more on testing creative scenarios and increasing strategy effectiveness<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Empowerment of younger account managers<\/strong> with expert-level guidance and training via AI models, reducing execution errors due to inexperience<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Greater consistency and impact<\/strong>, giving global suppliers standardized yet tailored solutions that will work across all trade structures and maturities cost effectively, thereby opening new regions for growth while adding trade investment discipline<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Greater cross-functional collaboration<\/strong> via an integrated single source of truth for promotional data and scenarios<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Elimination of \u201cRed Sales,\u201d<\/strong> those derived from promotions outside of revenue-management guidelines, at source, which preempt wasted investments on suboptimal or unprofitable promotions by surfacing unbiased best- and worst-case scenarios for decision-making<\/li>\n\n<\/ul>\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Continuous learning<\/strong> from performance that makes the tool smarter over time, improving hit rates and constantly adapting to changing promotional environments.<\/li>\n\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-capgemini-s-solution\"><strong>Capgemini\u2019s Solution<\/strong><\/h3>\n\n\n<p>Capgemini developed a Microsoft cloud accelerated trade promotion management and optimization tool supercharged with Azure OpenAI, Azure Cognitive Services, Microsoft Data Platform, and various Azure enterprise integration technologies. This solution covers the entire marketing funnel, is user-friendly, provides insights for real-time decision-making, and can be applied across different channels and platforms.<\/p>\n\n\n<p>A modern web interface assists sales and marketing professionals by integrating customer data provided by users, external data on market trends and consumer behavior, along with parameters such as specific retailers, regions, and products. This enables them to query the data and generate comprehensive analyses and insights, highlighting optimal promotion scenarios. Generative AI makes this solution accessible to a variety of roles, ranging from seasoned marketers to newer team members.<\/p>\n\n\n<p>Connected commerce models and non-linear consumer journeys will remain a key dynamic for the foreseeable future, as retailers and suppliers seek the right mix of pricing, product offerings, and channels to bolster shrinking margins while delivering value to consumers with evolving demands. Please contact us to learn more about our connected commerce solutions or to understand how you can benefit from AI-powered trade promotion optimization in the cloud.<\/p>\n\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Authors<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2022\/05\/Owen-McCabe-V1-1.jpg\" alt=\"Owen McCabe\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Owen McCabe<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Vice President, Digital Commerce &#8211; Global Consumer Goods &amp; Retail, Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Owen is Capgemini\u2019s Global VP for eCommerce. He previously led the Digital Commerce Practice at Kantar and held senior marketing and sales roles at both Procter &#038; Gamble and Nestle. He has domain expertise in eCommerce, digital marketing, brand marketing, route-to-market strategy, and category management. Owen\u2019s passion for digital commerce came about after a private equity assignment in an online travel business.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/Manish-Agrawal.png\" alt=\"Manish Agrawal\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"abrir en una nueva ventana\" href=\"https:\/\/www.linkedin.com\/in\/manishagrawal96\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Manish Agrawal<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Sr. Director, Consumer Products and Retail, Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"abrir en una nueva ventana\" href=\"https:\/\/www.linkedin.com\/in\/manishagrawal96\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Manish is a seasoned business and IT consultant with over 18 years of experience driving transformation for global CPG and Retail clients. As a trusted digital transformation partner across Grocery, Health &#038; Beauty, Apparel &#038; Footwear, and FMCG sectors, he specializes in omni-channel commerce, customer experience management, and enterprise digital strategy. Manish has enabled leading organizations to adopt unified-channel retail and deliver global digital programs that streamline operations and create measurable business value.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-blocks-faq-schema\"><section class=\"undefined section section--faqs-content\"><div class=\"container\"><div class=\"content-title\"><h2>FAQs:<\/h2><\/div><div class=\"filters filters--vertical\" data-max=\"100\"><div class=\"expanders filters-content\"><div class=\"expander-box filter-box tag-active \" data-filter=\"\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>What is trade promotion optimization(TPO)? <\/h3><\/div><div class=\"expander-content\"><p>TPO uses AI-driven data and analytics to plan, execute, and measure trade promotions for maximum ROI.<\/p><\/div><\/div><div class=\"expander-box filter-box tag-active \" data-filter=\"\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Why should TPO cover the full marketing funnel?<\/h3><\/div><div class=\"expander-content\"><p>Because consumer decisions start long before purchase \u2014 integrating awareness, consideration, and conversion stages ensures better outcomes.<\/p><\/div><\/div><div class=\"expander-box filter-box tag-active \" data-filter=\"\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>How does AI improve trade promotion ROI?<\/h3><\/div><div class=\"expander-content\"><p>AI harmonizes data from POS, marketing campaigns, and consumer insights to predict outcomes and optimize spend.<\/p><\/div><\/div><\/div><\/div><\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s world, engagement is the new moment of truth, yet most trade-promotion optimization (TPO) solutions don\u2019t reach that far up the funnel. Find more<\/p>\n","protected":false},"author":371,"featured_media":560492,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"82","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[82],"service":[],"industry":[112],"partners":[],"blog-topic":[49],"content-group":[],"class_list":["post-560491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","brand-capgemini","industry-consumer-products","blog-topic-data-and-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) 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