Kantar XTEL
Retail execution software
Retail space planning software
Trade promotion management software
Consumer goods software
Retail software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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- Agriculture, fishing, and forestry
- Manufacturing
- Accommodation and food services
What is Kantar XTEL
Kantar XTEL is a trade promotion management and optimization platform used by consumer goods manufacturers to plan, execute, and evaluate trade promotions with retailers. It supports workflows such as promotion planning, budgeting, approvals, and post-event analysis, with analytics aimed at improving promotional effectiveness. The product is typically used by trade marketing, sales operations, and revenue growth management teams and is positioned for organizations that need structured governance and measurement across many accounts and markets.
End-to-end TPM workflows
The platform covers core trade promotion processes including planning, funding/budgeting, approvals, and performance evaluation. This helps standardize how promotions are created and tracked across brands, accounts, and geographies. Compared with tools focused primarily on field execution, it is oriented toward enterprise trade planning and governance.
Promotion analytics and optimization
XTEL includes analytical capabilities for assessing promotion performance and supporting decisions on future events. It is designed to connect promotion plans to outcomes, enabling post-event evaluation and learning cycles. This emphasis on optimization is a differentiator versus solutions that prioritize in-store tasking and data capture over trade spend decisioning.
Enterprise controls and auditability
The product supports structured processes (e.g., approvals, standardized templates, and centralized promotion records) that can improve auditability of trade spend. This is relevant for organizations with complex funding rules and multiple stakeholders. It can reduce reliance on spreadsheets and ad hoc tracking for promotion governance.
Less focused on field execution
XTEL’s core is trade promotion planning and analytics rather than mobile-first store visit execution. Organizations that need deep capabilities for in-store task management, photo capture, and frontline coaching may require additional tools. This can increase integration and change-management effort when a single platform is preferred for both HQ planning and field execution.
Implementation can be complex
Trade promotion management deployments often require significant configuration of hierarchies, funding rules, approval flows, and data integrations. This can extend timelines and require dedicated internal ownership from sales operations and IT. Smaller teams with simpler promotion processes may find the overhead disproportionate to their needs.
Data dependency for ROI accuracy
The quality of optimization and post-event analysis depends on timely, consistent inputs such as shipment/sell-out data, pricing, and baseline assumptions. If retailer data feeds are incomplete or inconsistent across markets, results can be harder to compare and operationalize. Ongoing data governance is typically required to sustain reliable measurement.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Not publicly listed / Enterprise | Contact sales / Request demo | Kantar XTEL is an enterprise Revenue Growth Management (RGM) and Trade suite covering Trade Promotion Management, Revenue Growth Management, Retail Execution, Pricing & Promotions optimization. Pricing/tiers are not published on the vendor site; customers are asked to contact Kantar XTEL for demos and commercial details. |
Seller details
Kantar Group Limited
London, United Kingdom
1992
Private
https://www.kantar.com/
https://x.com/Kantar
https://www.linkedin.com/company/kantar/
