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.”
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER and Hype Cycle are a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
 Gartner, “Hype Cycle for Consumer Goods,” Ellen Eichhorn, Michelle Duerst, Sohard Aggarwal, July 2022