Exceedra

Exceedra began life as Cube Software, a UK developer of trade promotion software for consumer goods manufacturers. TELUS Agriculture & Consumer Goods bought the company in September 2020, and its technology now sits behind the TELUS products for trade promotion management and retail execution. The old Exceedra web address now points to TELUS pages for food, drink and consumer goods.

What Exceedra offers

• Trade promotion management — a cloud platform for planning promotions and the spending attached to them across retail and foodservice channels.
• Forecasting — tools aimed at making volume forecasts more accurate.
• Trade spend control — planning and sign-off of promotional budgets, plus handling of contracts, claims and deductions.
• Promotion analytics — analysis used to tune future promotions.
• Retail execution — TELUS also uses the technology in its retail execution product.

Who it works with

The software is built for consumer packaged goods companies selling through retailers and foodservice. TELUS places it within the business that serves food and consumer goods supply chains.

Key facts

• Based in: United Kingdom
• Owner: TELUS Agriculture & Consumer Goods, since September 2020
• Former name: Cube Software
• Experience: around two decades in business planning and promotion optimisation, according to TELUS