{"id":8552,"date":"2026-05-28T11:51:31","date_gmt":"2026-05-28T09:51:31","guid":{"rendered":"https:\/\/www.qberg.com\/monitoring-and-planning-of-promotional-actions\/"},"modified":"2026-07-14T16:40:49","modified_gmt":"2026-07-14T14:40:49","slug":"monitoring-and-planning-of-promotional-actions","status":"publish","type":"page","link":"https:\/\/www.qberg.com\/en\/monitoring-and-planning-of-promotional-actions\/","title":{"rendered":"Monitoring and Planning Promotional Activities"},"content":{"rendered":"\n<div class=\"wp-block-genesis-blocks-gb-columns gb-layout-columns-1 one-column gb-background-cover gb-background-no-repeat gb-columns-center alignfull\" style=\"padding-top:4%;padding-right:8%;padding-bottom:4%;padding-left:8%;background-image:url(https:\/\/www.qberg.com\/wp-content\/uploads\/2020\/11\/01-QB-2020.jpg)\"><div class=\"gb-layout-column-wrap gb-block-layout-column-gap-0 gb-is-responsive-column\" style=\"max-width:1200px\">\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner\">\n<h1 class=\"wp-block-heading alignfull is-style-xl-text\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">Monitoring and Planning Promotional Activities<\/mark><\/h1>\n<\/div><\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\"><br\/>Monitoring and Planning Promotional Activities<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Promotional activities<\/strong> \u2014flyers, in-store promotions, and online campaigns\u2014are so <strong>complex, varied, and numerous<\/strong> that they\u2019re impossible to manage at a glance. Without a comprehensive and continuous view of the promotional landscape, every trade marketing decision risks being based on impressions rather than evidence. QBerg gives you that view.  <\/p>\n\n<p class=\"wp-block-paragraph\">Whether you\u2019re<strong>a brand owner<\/strong> or<strong>a retailer<\/strong>, monitoring and planning promotions means managing one of the most costly and strategic levers in the consumer goods<strong>industry<\/strong>. A poorly calibrated promotion erodes margins without shifting market share; a well-designed one protects sales volume and defends competitive position. Data makes all the difference.  <\/p>\n\n<h3 class=\"wp-block-heading\">Why You Can&#8217;t Manage Promotions by Eye Alone<\/h3>\n\n<p class=\"wp-block-paragraph\">The Italian promotional landscape changes every week, across dozens of retailers, thousands of products, and multiple channels simultaneously. Trying to track it manually leads to three recurring problems: <\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>partial view<\/strong> \u2014 you can see your own flyer, but not the entire competitive landscape in which it is situated;<\/li>\n\n\n\n<li><strong>delay<\/strong> \u2014 by the time you realize a competitor has made a move, the promotional window has often already closed;<\/li>\n\n\n\n<li><strong>Lack of historical data<\/strong> \u2014 without a continuous database, it is impossible to distinguish a tactical promotion from a structural repositioning.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">We need tools that can provide a <strong>comprehensive and up-to-date view<\/strong> of who is promoting what, where, when, and how\u2014both offline and online.<\/p>\n\n<h3 class=\"wp-block-heading\">What You Can Do with QBerg&#8217;s Promotional Tracking<\/h3>\n\n<p class=\"wp-block-paragraph\">The platform covers the entire promotional cycle, from post-campaign analysis to planning. Specifically, it allows you to: <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Verify compliance with agreements with retailers<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Check afterward to see if the agreed-upon promotions were actually carried out: product listings, placement in the flyer, promotional strategy used, and promotional price. This is the way to turn <strong>commercial agreements<\/strong> into verifiable evidence and to give the sales force concrete points to use in their interactions with retailers. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Keep an eye on the competition<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Monitor your competitors\u2019 <strong>promotional activities<\/strong> product by product: how often they run promotions, what strategies they use, and how their prices fluctuate in flyers and online. This is the foundation for staying one step ahead and responding in a timely manner. This monitoring naturally complements broader <a href=\"https:\/\/www.qberg.com\/en\/monitoring-competition\/\">competition tracking<\/a> regarding prices and product assortments.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Create and Plan Your Promotions<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Build your <strong>promotional plan<\/strong> based on data: performance history, competitor schedules, and seasonal trends in your category. Planning with an understanding of what others have done\u2014and what they\u2019re about to do\u2014reduces unnecessary overlap and focuses your investment where it really pays off. <\/p>\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" src=\"https:\/\/www.qberg.com\/wp-content\/uploads\/2026\/07\/pianificazione-azioni-promozionali-multicanale-1024x576.png\" alt=\"The QBerg platform for monitoring and planning promotions in flyers, at retail locations, and on e-commerce sites.\" class=\"wp-image-8831\"\/><\/figure>\n\n<h3 class=\"wp-block-heading\">Offline and Online: A Unified View of the Promotional Landscape<\/h3>\n\n<p class=\"wp-block-paragraph\">Promotions run across multiple channels and often spill over from one to another. That\u2019s why QBerg integrates the physical and digital worlds: <\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.qberg.com\/en\/solutions-market-analytics\/promotional-flyers-monitoring\/\">monitoring of flyers<\/a> (QPoint Flyer) for print and in-store promotions;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.qberg.com\/en\/solutions-market-analytics\/ecommerce-web-campaigns-monitoring\/\">monitoring of promotions and web campaigns<\/a> (QPoint Web PROMO) for digital promotional initiatives;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.qberg.com\/en\/solutions-market-analytics\/in-store-monitoring\/\">monitoring retail locations<\/a> (QPoint Store) to track what&#8217;s happening on the shelves.<\/li>\n<\/ul>\n\n<figure class=\"wp-block-pullquote has-border-color has-theme-primary-border-color\" style=\"border-width:2px\"><blockquote><p><strong>In strategic terms:<\/strong> for a Trade Marketing Manager, the question isn\u2019t \u201chow much have I promoted?\u201d but \u201cis my promotional intensity consistent with that of the category and competitors?\u201d Only by analyzing the flyer, the store, and the website together can you tell whether you\u2019re leading the market or following it. <\/p><\/blockquote><\/figure>\n\n<h3 class=\"wp-block-heading\">Who needs it?<\/h3>\n\n<ul class=\"wp-block-list\">\n<li><strong>Trade Marketing Manager<\/strong> \u2014 to plan and evaluate the effectiveness of promotional activities relative to the competition.<\/li>\n\n\n\n<li><strong>Category Manager<\/strong> \u2014 to understand how promotions affect sales volume, margin, and turnover in the category.<\/li>\n\n\n\n<li><strong>Industrial Sales Department<\/strong> \u2014 to monitor the implementation of agreements with retailers and support negotiations.<\/li>\n\n\n\n<li><strong>Large-scale retail chains<\/strong> \u2014 to position their promotional activities within the competitive landscape.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">How to Plan a Data-Driven Promotion: The 4 Key Factors<\/h3>\n\n<p class=\"wp-block-paragraph\">A solid promotional plan does not stem from intuition, but from four factors that QBerg data finally makes available and easy to interpret together:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>History of promotional campaigns<\/strong> \u2014what has been promoted in the past, how those campaigns were structured, and how they were featured in flyers and on store shelves. This history serves as a reference point for making future decisions, rather than starting from scratch every time. <\/li>\n\n\n\n<li><strong>Competitors\u2019 promotional schedules and intensity<\/strong> \u2014 when and on which products other retailers and brands are focusing their efforts, to avoid unnecessary overlap and secure the right time windows.<\/li>\n\n\n\n<li><strong>Seasonality of the category<\/strong> \u2014 the natural patterns of demand, to anticipate peaks rather than scrambling to catch up once a promotion has already begun.<\/li>\n\n\n\n<li><strong>Category promotional pressure<\/strong> \u2014 how \u201chot\u201d the category is as a whole, so as to calibrate investment without eroding margins in a race to the bottom that doesn\u2019t shift market share.<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">Taken together, these four inputs transform the promotional plan from a mere form-filling exercise into <strong>an informed decision<\/strong>. And since promotions now also take place through direct digital communication, <a href=\"https:\/\/www.qberg.com\/en\/solutions-market-analytics\/newsletter-monitoring\/\">monitoring newsletters<\/a> (QPoint News) completes the picture: it captures promotions sent via email by competitors\u2014a channel that is often invisible but increasingly significant in the overall promotional landscape. <\/p>\n\n<h2 class=\"wp-block-heading\">Q&amp;A<\/h2>\n\n<h3 class=\"wp-block-heading\">Q: Do you monitor only flyers, or do you also monitor in-store and online promotions?<\/h3>\n\n<p class=\"wp-block-paragraph\">A.: We cover the entire spectrum: <strong>flyers, in-store promotions, and online campaigns<\/strong>, providing a single, comparable view of promotional activity.<\/p>\n\n<h3 class=\"wp-block-heading\">Q: Can I verify whether my promotional agreements with retailers have been honored?<\/h3>\n\n<p class=\"wp-block-paragraph\">A.: Yes. It\u2019s one of the main uses: comparing what was agreed upon with what actually appeared in the flyer or on the shelf\u2014product codes, location, packaging, and price.<\/p>\n\n<h3 class=\"wp-block-heading\">Q: Does the service also help with planning future promotions?<\/h3>\n\n<p class=\"wp-block-paragraph\">A.: Yes. Competitors&#8217; performance history and promotional calendar serve as the foundation for developing an informed promotional plan and minimizing overlaps.<\/p>\n\n<p class=\"has-theme-primary-background-color has-background has-large-font-size wp-block-paragraph\"><strong>Govern your promotions with data, not gut feeling<\/strong><br\/> Tell us about your category: we&#8217;ll show you how QBerg monitors and puts your promotional activity, both offline and online, into perspective.<\/p>\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-0851a425 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-theme-primary-background-color has-background has-text-align-center wp-element-button\" href=\"https:\/\/www.qberg.com\/en\/contact-us\/\"><strong>REQUEST A CUSTOM DEMO<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Monitoring and Planning Promotional Activities Promotional activities \u2014flyers, in-store promotions, and online campaigns\u2014are so complex, varied, and numerous that they\u2019re impossible to manage at a glance. Without a comprehensive and continuous view of the promotional landscape, every trade marketing decision risks being based on impressions rather than evidence. QBerg gives you that view. Whether you\u2019rea [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1766,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"templates\/blocks.php","meta":{"_genesis_hide_title":true,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":true,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"full-width-content","footnotes":"","_genesis_title":"Promotion Tracking and Planning | QBerg","_genesis_description":"Track flyer, in-store, and online promotions, review agreements with retailers, and plan your promotional activities using QBerg data.","_genesis_canonical_uri":"","_genesis_keywords":"","_genesis_noindex":"","_genesis_nofollow":"","_genesis_noarchive":""},"class_list":["post-8552","page","type-page","status-publish","has-post-thumbnail","entry"],"featured_image_src":"https:\/\/www.qberg.com\/wp-content\/uploads\/2020\/11\/01-QB-2020-600x400.jpg","featured_image_src_square":"https:\/\/www.qberg.com\/wp-content\/uploads\/2020\/11\/01-QB-2020-600x600.jpg","_links":{"self":[{"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/pages\/8552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/comments?post=8552"}],"version-history":[{"count":2,"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/pages\/8552\/revisions"}],"predecessor-version":[{"id":8836,"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/pages\/8552\/revisions\/8836"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/media\/1766"}],"wp:attachment":[{"href":"https:\/\/www.qberg.com\/en\/wp-json\/wp\/v2\/media?parent=8552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}