Total price reduction (TPR)

TPRs are used by brands and retailers to entice shoppers to buy more of a product or to try a new product they would not have normally bought.

Also known as price discount, this is any price reduction of more than 5% versus a given product’s everyday shelf price. TPRs are used by brands and retailers to entice shoppers to buy more of a product or to try a new product they would not have normally bought. After 7 weeks of sustained TPR pricing, that price will become the new everyday price.

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