Your FMCG promotions and campaigns are not that profitable. McKinsey research reveals that FMCG companies invest around 20% of their revenue on trade promotions and 59% of them lose money on them. FMCG brands lack direct access to their customers. Unlike retailers who know who your customers are and what they buy, most… Continue reading Dismantling the Illusion: Investigating Why 59% of FMCG Promotions and Contests Do Not Work