Promo Compliance 2024

Promotion Compliance 2024

Every year, SmartSpotter carefully maps compliance with promotional agreements between retailers and suppliers. Tens of thousands of measurements were again carried out this year. From promotional communication on the shop floor to the presence of 2nd placements: everything is accurately measured. In 2024, the overall promotion score in the Netherlands rose to 70%, an improvement of 5% compared to 2023. However, this still means that 30% of promotions are not present on the shop floor as agreed.

Although the numbers have improved this year, there remains room for growth. Failure to comply with promotional agreements can lead to loss of turnover for both retailers and suppliers.

Results 2024

• Overall promo compliance 2024: 70% (+5% compared to 2023)

• Promotional communication: 73% (+5% compared to 2023)

• 2nd placement available: 63% (+1% compared to 2023).

Promotional communication: 73%

The most common mistake in promotional land? The lack of promotional communication on the regular shelf. Striking price tags, 1+1 promotion buttons or discount signs that are missing. Nationally, 27% of agreements regarding action communication are not fulfilled.

Second placement: 68%

Retailers place 2nd placements, such as cup racks, promotional baskets and displays, to stimulate sales. Yet at national level, 32% of agreements on this matter are not complied with.

And the Promo Compliance Award 2024 goes to...

DekaMarkt has been awarded the SmartSpotter Promo Compliance Award 2024. With an impressive compliance rate of 89%, DekaMarkt exceeds expectations. Compared to other retailers, DekaMarkt performs remarkably well, with a score that is no less than 19% higher than the national average. It is the 8th year in a row that SmartSpotter has awarded this prestigious title. DekaMarkt also won this prize in 2021.

To determine a winner for the Promo Compliance Award, SmartSpotter carried out thousands of measurements every month this year. DekaMarkt is the best retailer in the field of Promo Compliance with a score of 89%, closely followed by Dirk with 86% and Hoogvliet with 78%.

Raheel Samad, Sales Manager, Rens Meester, Price & Promotions Manager and Joris Janvier, Purchasing & Assortment Manager proudly received the coveted prize for DekaMarkt.

oris Janvier: Dekamarkt has achieved improvements in its promotional policy in the past year, where we work together with our suppliers to achieve even more satisfied customers. Everything comes together on the shop floor, so it is great to see that the interplay between commerce and our sales employees fits together perfectly and that we can therefore receive the Compliance Award!