How Data Integration Improves In-Store Selling Activities
Within your REM Solution
You know that sense that everything is moving faster? That feeling that there’s always a new product, a new tool, a new trend to keep track of in the consumer goods industry? It’s based on fact. That’s how the industry and today’s shopper functions today. The constant availability of new information and options is training all of us to constantly look for something new, as well as seeking data to convince us we’re making the right choice. Old tools and old relationships can easily be trumped by information. Product loyalty is rare. And job turnover tends to be faster than ever. The one thing that can help you stay ahead of this incredibly fast curve is data—a lot of POS, internal, and syndicated data, integrated, cleaned up and pointing you to the next right action. That’s why Retail Activity Optimization features are so crucial to a successful retail execution and monitoring solution.
Store Visit Optimization
Store Visit Optimization is exactly what it sounds like. It’s a way to optimize every aspect of a rep’s visit beginning with identifying which stores need attention today, based on parameters set by you. Stores might queue up according to how many days it has been since the last visit, or the number of alerts that have come up on a given store based on data. You tell the technology what to look for and it tells the rep what’s on the day’s calendar accordingly. It’s like triage for store visits, but a lot faster.
Prioritized In-Store Activities
Once the rep is there, they know exactly what areas need attention, because the data is at their fingertips pushing prioritized alerts: zero scans caused by phantom inventory, out-of-stocks because a promotion went well, new items to sell in. They know when they step in the door what has to be accomplished in the visit.
In-Store Guided Selling
Store Optimization’s guided selling features work the same way recommendation engines do—they pull the actual data on what has sold and depicts trends of what customers are likely to buy in the next sales cycle. They basically transform the job of the sales rep from convincing a retailer to make a purchase to providing exactly what the retailer needs and wants. And now reps don’t have to spend time creating their own sell sheet presentations, doing research, mining the data and prepping the reports. Today’s sales solutions create customized sell sheet presentations and store level reports based on the intelligent data your organization has in its repository. Reps have the information retailers need, including promotional pictures, right on their mobile devices. So they can spend time building relationships. The old selling process asked the retailer: “Do you want…?” The data infused retail execution selling solution-enabled process changes the question to: “How much can I have?”
The results of this go beyond making the rep’s job easier. Relationships with retailers are strengthened when the partnership is successful for the manufacturer, seller, and customer. Since customer tastes can shift so precipitously, you’re looking out for your retail customer by keeping on top of the trends and offering them products that are likely to contribute to their success.
A Retail Execution and Monitoring solution isn’t about having the coolest new technology or even about making reps or retailers’ jobs easier and more efficient. A REM solution has one purpose, to sell more product. The fact that it does those other things is just a bonus.
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