Inspecting the Expected This Holiday Season

In today’s fast-paced world of quick promotions and new items, it can be difficult to monitor retail execution and ensure the accuracy of your salesforce efforts especially during the holiday season.

One common issue we’ve heard time and time again from CPG manufacturers is that they feel limited by the size of their field salesforce. With finite hours in a day, teams do not have time to sell AND audit. What if, instead of having your sales team constantly selling or auditing, you pick a strategic block of time to send all or most of your reps and account managers out for a condensed audit across all your key territories? At RW3, we call this a Blitz Audit and the results have been outstanding. Blitz Audits conducted before a big holiday weekend or start of a season allows sales teams to do three things:

  1. Monitor store compliance and signage
  2. Track promotions and item inventory
  3. Provide account specific data points to improve future collaboration

This type of audit is catching on with multiple field teams of all sizes. By implementing Blitz Audits, teams can capture an accurate picture of the marketplace that can then be quickly analyzed and used for internal adjustments to address pertinent issues before opportunity ends.

If audits and surveys are not part of your retail execution strategy this holiday season then you are leaving valuable insights for your sales and marketing teams inside the store. A promotion can fail for a number of reasons, such as the display was not stocked correctly, the marketing content was off-point or the promotion was never set up in the first place. By conducting field audits and store surveys, many of the questions that arise in post meetings can be quickly answered and major problems can be addressed moving forward. With CPG manufactures spending millions each year on trade promotions, it’s important to inspect the expected at retail this holiday season.

 

 

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Bruce is the founder and CEO of RW3 Technologies. Having spent more than 35 years in the consumer goods and grocer space Bruce has experienced the industry disruption first hand and understands how artificial intelligence, POS data, and mobile technology can transform a good organization into a great one.

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