By Henri Seroux, SVP EMEA at Manhattan Associates

The impending Christmas break signals a host of seasonal staples, among them retail promotions and sweet desserts. While these might not initially seem related, they actually share many commonalities. Just like sugary treats, retail promotions are hard to resist, habit forming and indulgent. If used correctly and in moderation, both have the potential to bring happiness this Christmas—for retailers and consumers alike. However, to ensure both parties reap the benefits of retail promotions, brands must employ technology to ensure they avoid common promotion pitfalls.

A constant stream of retail price promotions is becoming the new norm – and this proves especially true during the festive season. Along with planned promotional activity, sales and high-profile competitor deals seem to light the promotional fire. With this kind of “hyper-promotional” activity, retailers need to understand the role technology plays to avoid the hidden cost of retail promotions and ensure they’re maximising profitability while providing a satisfying deal for the consumer.