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    POI Summit Focuses on Collaborative Marketing

    Promotion Optimization Institute event aims to realign focus of trading partners.

    CHICAGO -- As part of its annual summit, which kicks off here Sunday, the Promotion Optimization Institute (POI) is again hosting a Trade Promotion Optimization (TPO) Challenge, designed to realign the focus of trading partners across the retailer and supply chain.

    Approximately 200 sales, marketing and merchandising attendees from an array of retailer and consumer packaged goods companies will witness the TPO Challenge, where leadership participants from Accenture, Nielsen, SAP, T-Pro Solutions and The TABS Group will demonstrate -- through a series of respective “challenges” -- how predictive accuracy and unique insights are helping usher in new ways of optimizing collaborative promotional marketing. 

    Designed by POI in partnership with technology research firm Gartner, these TPO Challenge strategic presentations are meant to realign the focus of trading partners across sales, marketing, merchandising, finance and supply chain in order to analyze promotional outcomes.

    The theme of this year's POI Summit, taking place April 6-8 at the Hyatt Regency Chicago, is “Destination Promotion Optimization.” The annual event brings together executives responsible for pricing, trade marketing, category management, merchandising, information technology, demand planning, sales leadership, loyalty and promotions.

    Other focus areas for this year's POI Summit are:

    • Mobile strategies to reach shoppers with targeted offers where and how they want to be reached;
    • Making better use of data to create the most effective pricing/promotion strategies; and
    • How trading partners can get started with Joint Business Planning strategies.

    For more information, visit www.POInstitute.com

    The mission of the Promotion Optimization Institute is to bring together manufacturers, retailers, solution providers, analysts, academics and other industry leaders to share practices that are cross-functional. This industry-wide effort produces a roadmap and matrix on how trading partners can continuously improve their approach and profitability through real-time, relevant promotions. 

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