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All solutionsCategory management · Promotion planning

When should each retailer promote, and what is the net effect?

Your history and your rules produce an annual plan that maximises volume after cannibalisation. Every change is recalculated at once.

Request a demoHow it works
For
Category management
What you bring
Your market data with the promotion history per retailer, and your planning rules
What you get
An annual plan retailer × week, optimised for volume after cannibalisation
Promotion calendar
Demo data
Net incremental volume
1,163 t+214 t vs. last year’s plan
Rule breaches
0

Your rules

  • At least 4 weeks between promotions per retailerkept
  • At most 2 retailers at the same timekept
  • Retailers B and E never in the same weekkept

What changes

  1. Place promotions

    TodayThe promotion calendar comes from routine, not from a calculation.

    With Synthexa

    Optimised annual plan

    The same number of promotions, placed for the best net effect and compared with last year’s plan.

  2. Judge the effect

    TodayWhat two promotions in the same week do, and what is missing in later weeks, remains open.

    With Synthexa

    Net, not gross

    Every promotion counts with the volume that remains after cannibalisation.

  3. Keep the rules

    TodayGaps, blocked weeks and retailer pairs are checked by hand.

    With Synthexa

    Your rules kept

    Minimum gaps, blocked weeks, maximum parallel promotions and retailer pairs.

Bottom lineAn annual plan you can recalculate, and the retailer × week file for sales and the trade.

What you can rely on

  1. Your rules hold in every plan.

    Synthexa checks every plan against your rules and shows when a change breaks one of them.

    Your rules, example

    • At least 4 weeks between promotions per retailerkept
    • At most 2 retailers at the same timekept
    • Retailers B and E never in the same weekkept

  2. You have the last word.

    Lock a promotion or block a week. The plan is recalculated at once and saved as a version.

    One change, example

    • Retailer A, wk 14locked
    • Annual planrecalculated
    • Version 3saved

  3. The plan travels as a file.

    Sales and the trade work with the Excel file retailer × week, with the net effect per promotion.

    Result, example

    • Promotion_plan_2027.xlsxRetailer × week, net effect in volume

Frequently asked questions

In short

What does “net” mean?

A promotion’s extra volume minus cannibalisation: volume missing in the following weeks or lost by other retailers in the same week. Synthexa optimises this net effect, not the uplift in the promotion week alone.

Worked example, fictional figures
Extra volume in the promotion weeks
1,333 t
Cannibalisation in later weeks and at other retailers
−170 t
Net incremental volume
1,163 t
Which data does Synthexa need?
Your market data with the promotion history per retailer, and your planning rules, such as minimum gaps and blocked weeks. During setup the model is built from them and tested against past years.
What do I get, and in which form?
An annual plan retailer × week as an Excel working file, with the net effect in volume. Every plan is saved as a version.
How does this differ from assortment optimisation?
Assortment optimisation decides which items are on the shelf. Promotion planning decides when each retailer runs a promotion.
Can I change the plan myself?
Yes. You lock promotions and block weeks, and every change is recalculated at once. If a change breaks a rule, Synthexa shows it.
Where is my data?
The platform is hosted in Frankfurt, and AI processing takes place in Europe. Your data is not used to train AI models.

More use cases

We’ll show you Synthexa with your own data.

Briefly describe your question. We reply personally within two working days.

How we start

  1. 1IntroductionYou describe your questions and data, we show Synthexa on a fitting example.
  2. 2Pilot with your dataYour team judges the value on a clearly scoped case.
  3. 3RolloutWe set up users, single sign-on and your slide master.
For market research and consulting firmsProvide studies to your clients in Synthexa, under your brand and domain.Request a partnership