A TPR is a commercial decision first, then a system input.
Key considerations:
Depth of discount (RSP change) – drives shopper demand but reduces margin
Expected volume uplift – based on brand strength, past performance, and support
Coverage – how much of your total sales base the promotion will reach
Funding approach (OI vs Scan) – affects cost structure and retailer evaluation
Merchandising support – visibility often determines success
Cannibalisation within your range – promotions on one SKU may reduce sales of others
A strong TPR balances incremental volume vs total investment, while considering the net impact across your product range.