According to Gartner, retail activity optimization (RAO) is defined as “[the leveraging of] advanced analytics to substantially improve the financial return of field sales force efforts in the consumer goods industry. RAO solutions report on conditions, generate insights and drive in-store activity plans for field sales personnel. RAO relies on mobile devices to link the field personnel with data and algorithms that enable near-real-time decisions.”[1]
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[1] Gartner, “Hype Cycle for Consumer Goods,” Ellen Eichhorn, Michelle Duerst, Sohard Aggarwal, July 2022
