Brands not keeping pace with retailers on digital trade promos: Study

When it comes to trade promotion marketing, manufacturers are slower to adapt than their retailer trading partners to the digital options that are available, show the findings of Kantar Retail’s 2016 Trade Promotion Study, Confronting Trade Promotion Fragmentation — Exceptional Agility Required.

According to the study, as trade promotion activity and spending migrate to digital, just 14% of manufacturers have separate brick-and-mortar and e-commerce budgets, and 24% have no e-co

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