Definition
In retail, ad planning is the process of organizing, scheduling, and optimizing promotions across stores and channels to support merchandising strategies, align with business goals, and maximize sales. It includes selecting the right products, timing, and promotional formats to drive the best results.
Why it matters
Effective ad planning helps retailers maximize sales, optimize trade spend, and coordinate campaigns with vendors, while reducing wasted investment. A structured ad planning process ensures promotions are aligned, predictable, and measurable.
How it works
- Set objectives: Define goals for each promotion or campaign.
- Select products & promotions: Decide which SKUs and discount types to include in your ad planning strategy.
- Plan timing & duration: Schedule promotions to match seasonal demand and campaign objectives.
- Allocate trade funds: Assign vendor budgets to the most impactful promotions.
- Monitor & optimize: Track performance and adjust plans for maximum results.
Key benefits
- Smarter allocation of promotional budgets
- Higher sales lift and ROI
- Clear alignment between merchandising, vendors, and teams
- Data-driven, predictable promotion outcomes
