Fielo helps you align distributor incentives with real business outcomes, and measure ROI every step of the way.
A look at the numbers behind the industry Fielo was built for
$1.5 billion
CPG companies invest $1.5 billion annually in trade marketing programs.
Source: Bain & Company / McKinsey & Company
5x ROI
Best-in-class programs return five times more than the least efficient ones.
Source: Bain & Company / McKinsey & Company
About those inefficient trade marketing programs...
Why CPG Trade Programs Fail
Traditional approaches to distributor incentives leave billions on the table
Manual, error-prone tracking
Spreadsheets, email chains, and manual calculations mean most trade promotions are impossible to audit. By the time you know what didn't work, the budget is already spent.
One-size-fits-all incentives
Fixed rebates and flat discounts don't account for distributor capabilities or market conditions. Small partners get left while big distributors coast on volume.
Slow time-to-activation
Traditional promo programs take weeks or months to design, launch, and measure. Market windows close before you see results.
Unclear ROI attribution
Is that sales lift from the promo or from other factors? Without real-time dashboards and clean data, you can't isolate which incentives actually moved the needle.
Distributor disengagement
When promotions aren't transparent or rewarding, distributors deprioritize your products. You lose shelf space and mindshare to competitors who are more engaged with partners.
Budget overruns
Without predictable ROI models, trade marketing budgets balloon with no clear guardrails. You're essentially guessing how much to spend and hoping for returns.
Health & Nutrition Learning
A global healthcare company wanted to engage pregnant women and mothers through educational content in Mexico, Colombia, and Peru.
The Solution
We implemented a program incentivizing registration and expert content consumption, plus purchase behavior analysis and surveys.
600% growth
program licenses
Expanded to
9 countries
Hospitality Loyalty Delights
A global luxury hotel group in India wanted a loyalty engine flexible enough to support personalized benefits and evolving program rules.
The Solution
We implemented a surprise-and-delight program, allowing members to receive tailored experiences based on their status.
Cosmetics Retail Group
A major beauty retailer in Brazil needed to automate an existing loyalty program.
The Solution
We implemented an automated digital system designed to scale engagement across the brand's large customer base.
Successful
program launch
Expanded to
additional brands
Transportation Company Engagement
One of the largest passenger transportation companies in Mexico needed to modernize an existing loyalty program.
The Solution
We automated the loyalty mechanics, allowing passengers to earn points based on distance traveled and redeem them for free trips.
News & Media Publisher
The major media company in Brazil wanted to scale its digital engagement platform and improve relationships with readers.
The Solution
We developed a points-based loyalty program rewarding interactions, including subscriptions, comments, surveys and engagement with digital content.
Reduced
reader churn
93%
app usage
Railway Passengers Program
A major French rail operator wanted to attract younger passengers and encourage them to adopt an unlimited travel card.
The Solution
We implemented an engagement program designed to increase adoption, improve customer satisfaction and reduce churn, while leveraging their investment in a major digital platform.
News Loyalty Approach
An Arab world’s leading financial news portal wanted a centralized way to engage its customers.
The Solution
A comprehensive strategy incentivizing readers for registration, comments on posts/articles, newsletter subscriptions, surveys, and more.
Quick Service Restaurant Chain
Global fast-food chain sought deeper consumer engagement via a loyalty program in the Brazilian market.
The Solution
Our platform enabled the client to create interactions alongside the consumer's purchase journey (seasonal and recurring challenges), leading to personalization, engagement and growth in sales.
12M
members
$153M
eligible sales
Oil & Gas Distributor
Colombia’s largest fuel distributor aimed to grow loyal customers 5 times over 4 years.
The Solution
We launched a gamified, segmented loyalty program with ongoing promotions in just 4 months. It incentivized transactions across gas stations via tailored rewards.
+2%
market share
3M+
members
Retail Supermarket Chain
A major supermarket chain in Uruguay needed to automate its manual points program.
The Solution
Our platform automated points management, enabling a multi-tier program that incentivized purchases and redemptions across the full loyalty cycle.
127K
members
$1000
members purchase
Apparel Retail Hub
A clothing retailer operating in Australia, New Zealand and South Africa needed to manage 4 different brand programs and POVs.
The Solution
During a digital transformation uniting IT, CRM, and Marketing teams, we delivered a single platform for all 4 programs with seamless online/in-store connectivity.
+2%
market share
$5M
sales impact
Luxury Car Owners Rewards
A luxury global auto brand wanted to reward their Beijing (China) B2C store shoppers.
The Solution
We created a member portal for points tracking and redemptions for all customers, allowing them to redeem products in the brand's special store.
Successful
rollout
TRUSTED BY LEADING BRANDS WORLDWIDE
Built for scale.
Proven results
A customer loyalty platform powering loyalty programs for the world's leading brands.
The platform powering loyalty programs for the world's leading brands.
13
Years of product development
100+
Satisfied customers
32M
Program members globally
5B
Dollars transacted
Fielo Loyalty Copilot
Prompt your vision
Co-create and manage your loyalty program with Fielo Loyalty Copilot.
Most loyalty management software treats AI as a marketing checkbox. Fielo Loyalty Copilot is different, it's the engine. It learns your business, recommends proven structures, predicts churn before it happens, and catches fraud in real time.
Conversational Loyalty Blueprint Creator
AI-recommended programs, rules & segments
Continuous optimization engine
Predictive analytics & churn prevention
Fielo vs. Traditional trade promotion management
Real outcomes for real distributors
Personalized Engagement
Tailor models to distinct customer segments and motivations, speaking directly to what drives them.
Predictable ROI measurement
Real-time dashboards show exactly which distributors are responding, which incentives are working, and what's driving sales lift — not guesswork.
Automated payouts
No more manual calculations or payment disputes. Fielo automates rebate calculations, approval workflows, and payout processing, eliminating errors and delays.
40-60% faster Launch
No more waiting months to launch a promo. With Fielo's no-code platform and S-GRIT framework, design and launch incentive programs in days.
Fairness at scale
Use S-GRIT's Performance Improvement model to reward distributor growth fairly, whether they're a small emerging player or a national account.
Budget control
With predictable ROI models and automated tracking, you finally have guardrails. Spend smarter, measure more accurately, and prove trade promo value to finance.
Distributor engagement
When promotions aren't transparent and rewarding, distributors deprioritize your products, and you lose retail shelf space to competitors.
Fielo vs. Traditional trade promotion management
Frequently asked questions
What is trade promotion management in CPG?
Trade promotion management (TPM) is the process of planning, executing, and measuring distributor incentive programs. TPM represents approximately 20% of CPG annual revenue and is the primary lever for driving distributor engagement and sell-through performance. It bridges the gap between what manufacturers sell into the channel (sell-in) and what distributors actually sell to consumers (sell-through).
Why do most CPG trade promotions underperform?
Most promotions underperform due to: (1) Manual spreadsheet tracking makes auditing impossible, (2) One-size-fits-all incentives fail to account for distributor differences, (3) Lack of real-time ROI visibility prevents course-correction, (4) Slow activation misses market windows, and (5) Unclear attribution makes impact measurement difficult. The reality: one-third of the $500 billion spent annually on CPG trade promotions generates negative returns. Research shows 59% of global CPG promotions lose money, with 72% underperforming in the US.
What is the difference between TPM and TPO?
TPM (Trade Promotion Management) is the operational process of executing and tracking promotions. TPO (Trade Promotion Optimization) uses analytics to recommend which promotion types and timing maximize ROI. TPM answers "how do we execute it?" while TPO answers "which promotion should we run?" Modern organizations use both in conjunction with Revenue Growth Management (RGM).
How do channel incentive programs work for CPG distributors?
Programs reward specific distributor behaviors aligned with manufacturer goals using frameworks like S-GRIT: single-action (earn per transaction), fixed goals (reach volume targets), races (competitive urgency), performance improvement (reward your own growth), or top performer tiers. Effective programs combine clear targets, automated real-time tracking, transparent payouts, and enablement support (training, materials, deal support) to remove barriers to partner success.
How can CPG brands measure trade promotion ROI?
Effective measurement requires: (1) Real-time sales data tracking both distributor purchases (sell-in) and consumer purchases (sell-through), (2) Clear baseline definition of expected sales without promotion, and (3) Attribution clarity to isolate which sales came from which incentive. Modern platforms automate this with dashboards showing ROI by distributor, product, region, and promotion type. Best-in-class brands achieve 5x better ROI through superior measurement, not higher spending.
What features should a CPG trade promotion platform include?
Essential features: (1) No-code incentive design tools, (2) Behavior-driven templates accounting for distributor differences, (3) Automated calculation and payout processing, (4) Real-time performance dashboards, (5) Distributor-facing portals with progress tracking, (6) Integration with Salesforce/SAP for automatic data pulls, (7) Built-in analytics for ROI isolation and comparison, and (8) Approval workflows with audit trails for compliance.
How long does it take to launch a distributor incentive program?
Traditional approaches take 4-6 weeks or longer due to cross-functional meetings, legal/finance reviews, and manual setup. Cloud platforms with no-code design and pre-built behavioral models reduce this to 5-10 days. This speed enables brands to respond quickly to market opportunities and competitive threats that were previously missed during lengthy development cycles.
Can trade promotion management software integrate with Salesforce?
Yes. Modern TPM platforms integrate bidirectionally with Salesforce: pulling incentive structures and rules into Salesforce CRM while feeding back actual sales transaction data for automatic earnings calculation and payout triggering. This eliminates manual data entry and ensures sales and channel teams work from the same source of truth.
What are common types of CPG distributor incentives?
Common types include: volume rebates, product mix incentives, SPIFFs (immediate bonuses), tiered discounts, performance bonuses, marketing development funds (MDF), contests/leaderboards, and non-cash incentives (exclusive territories, early product access, premium support). The trend is moving from flat rebates toward behavior-driven structures that reward specific actions like stock rotation or training completion.
How do CPG brands scale incentive programs across multiple regions?
Scaling requires: (1) Centralized program design with regional flexibility on targets and payout levels, (2) Automated calculation and payout handling multi-currency, local tax compliance, and regional payment methods, and (3) Unified measurement across regions. Using tiered performance models allows small distributors in emerging markets to earn rewards for their own growth while large distributors in developed markets face appropriately higher targets. Centralized templates enable rapid cloning across regions with parameter adjustments.
Stop wasting trade promotion dollars
See how intelligent, behavior-driven incentive programs help CPG brands recover millions in wasted promotional spend and drive real retailer performance.
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