TELUS Consumer Goods wins 7 Best-in-Class Category Distinctions from Promotion Optimization Institute
TELUS Consumer Goods has earned seven Best-in-Class Category Distinctions in the 2025 Consumer Goods Enterprise Planning and Retail Execution Vendor Panorama report. This recognition comes from the Promotion Optimization Institute (POI), a membership-based, collaborative community dedicated to advancing enterprise planning, promotion and distribution in the consumer goods industry.
POI recognizes TELUS's analytics excellence and client-centric approach
The 2025 report highlights TELUS's analytical capabilities and client-centric approach, with POI noting that "TELUS [Consumer Goods] possesses a wide breadth and depth of analytics, and has a team of specialists who can collaborate with clients to develop tailored analytics and an RGM approach with a user experience that fits their organization."
POI further recognizes TELUS Consumer Goods as strategically positioned to support CPG organizations throughout their growth journey, emphasizing that "The modular yet holistic approach layered onto the portfolio foundation provides the ability to enhance sophistication and capability as an organization evolves, supporting the critical challenges in Trade Promotion Management, Advanced Analytics and Optimization, Demand Management, and Sales and Operational Planning across multiple tiers of the industry."
These comprehensive recognitions across the TELUS solutions portfolio underscore our commitment to delivering innovative, scalable solutions that address manufacturers' evolving needs.
Explore our best-in-class capabilities
TELUS Consumer Goods 2025 POI Best-in-Class Category Distinctions
POI's rigorous evaluation process recognizes vendors that demonstrate exceptional capabilities in specific functional areas critical to holistic enterprise planning and execution. This year, we earned Best-in-Class Category Distinctions across seven key categories:
Enterprise planning and analytics recognition
Consumer Data & Insights Utilization: Recognized for leveraging consumer behavior data in modeling, analysis, and optimizations. The ability to derive consumer shifts in behavior and see them visually based on the reporting and dashboards, or for the system to make the recommendations autonomously based on the data and insights derived from the consumer behavior and other data variables.
Enterprise Planning IBP/S&OP Capabilities: Teams can collaboratively build a plan from the bottom-up, feeding into a central enterprise forecast. Sales planning inputs flow into the demand planning/forecast/Integrated Business Planning (IBP) process. Ability to incorporate building blocks and assumptions into the plan to seamlessly flow HQ inputs into the sales plan and sales insights back to HQ. Then, into the IBP process. May include demand signals and provide visibility to risks & opportunities.
Trade promotion management excellence
Foodservice: TELUS Trade Promotion Management - Supports the specific and complex foodservice contracts, pricing, CRM functions, and deductions & settlements involved in managing the numerous layers of distributor/outlets involved in the foodservice channel.
TPMx Deductions Management: TELUS Trade Promotion Management - Deductions dashboard includes aging deductions:30/60/90/180 days so users can understand the exposure. The deductions experience is streamlined and simple. Back-up data is auto generated from portals (retailer or manufacturer). Deduction views reflect line item detail, yet there is flexibility to adjust the views to how the specific org wants to look at the data and clear the deductions. Automatching capabilities (OCR tech) is an advantage for org visibility, agility, and faster deductions clearing. Having third party/wholesaler distributor data matching ability is a plus.
TPMx for Tier 2 & 3 Organizations &/or Tier 1 International Geos: TELUS Trade Promotion Management - TPMx that utilizes a templatized process or streamlined capabilities and configuration providing simplicity and quicker implementations for T2/T3 and/or Tier 1 international geographies. The sweet spot here is “solid, just enough” TPMx capabilities that are fast to deploy.
Retail execution leadership
RetX Coaching & Training: TELUS Retail Execution - Coaching allows field managers to monitor and evaluate each step of a retail call and to develop their sales rep and or team’s skills. Onboarding templates guide new users through the in-store or virtual store call process. Managers can set activities for future visits and assign training videos as appropriate. A feedback loop provides AI-driven insights to the coaching module to address performance and app usage opportunities. May have on-demand Q&A support during the sales call via a chatbot or agent.
RetX Retail Merchandising: TELUS Retail Execution - Fully enables the vital retail merchandiser function with all necessary information and guidance to know where to go, what to do, and efficiently execute tasks.
Four consecutive years of Best-in-Class solutions
Following four consecutive years of recognition in the categories of Enterprise Planning IBP/S&OP Capabilities, TPMx for Tier 2 & 3 Organizations and/or Tier 1 International Geos, and Foodservice, TELUS is positioned to further solidify its standing as a premier vendor for manufacturers across the globe. POI highlighted this momentum, stating that "TELUS Consumer Goods is positioned for innovation and accelerated growth… With continued TELUS investment in resources and platforms, we expect them to continue innovating, acquiring new clients, and enhancing implementation success."
What sets TELUS apart from other CPG software
TELUS has established a strong reputation throughout the industry for its comprehensive ability to serve both retail and foodservice channels seamlessly.
POI recognizes this dual-channel expertise as a significant competitive advantage, noting that "[TELUS TPM] has been built for both Foodservice and Retail. One solution supporting both manufacturer business channels is a differentiator in the market."
POI 2025 Vendor Panorama
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Book a demoTo access the full POI 2025 Enterprise Planning & Retail Execution Vendor Panorama, visit the POI website.
