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CPG and food
Takeaways
Kill negative ROI promos and target lift where it pays. Trim waste.
Key findings
- Two regional campaigns drove >30% ROI; one national underperformed.
- Waste concentrated in dairy and fresh in two DCs.
- Targeted price drops cleared short-dated stock without margin collapse.
Signals
Promo lift %
15%
from 7% test
ROI %
18%
net of trade spend
Waste %
4%
down 20% from 5%
What we would do next
- Kill sub-10% ROI promos; redeploy budget to BOGO East.
- Dynamic markdowns for short-dated dairy SKUs.
- Tighten demand forecast on 'MILK-1L' and 'YOG-12x'.