Become a retail execution expert! In the consumer goods industry, there are many acronyms used, and sometimes you may not understand all of them. At 20:20 Retail Data Insight, we are definitely guilty of using many acronyms, so let us help you stay on top of the key acronyms to ensure you are a retail Read more about Retail Execution Acronyms That Everyone in the Consumer Goods Industry Should Know[…]
OSA or On-shelf Availability continues to be one of the most pressing problems facing both retailers and suppliers in the Grocery Sector. Often referred to as the problem of the ‘last 50 meters’ it has been a persistent issue for many years, hindered by slow progress. While all parties continue to seek solutions to the Read more about On-shelf Availability[…]
Sending field teams to stores is a high cost investment. To ensure a good return, it is vital to assign resources to stores with the most pressing issues. Retailer EPoS data, coupled with mobile dashboards and alerts, provides field teams with insight into individual-level store and SKU performance, allowing them to take corrective action, reduce contact with compliant stores and increase time in stores with the greatest potential.
Many Field Marketing companies plan their campaigns based not on the opportunity to add incremental sales at store level but on the size of the store. This “insurance policy” approach fails to recognize that these bigger stores tend to be most compliant for promotions and new product launches and in fact, it is often the medium size stores where the greatest opportunity lies. To complicate things further, a store which has been historically compliant can easily have a problem at any given moment. This means that Field Marketing agencies and their brand owner clients must deploy resource on a discretionary basis, having analysed the most up-to-date EPoS data at store, day and SKU level.
To find out whether your Field Marketing agency is working with this philosophy, here are 6 questions you could ask to reveal the thinking behind their approach.