Direct Sales Forces Continue to Emerge at Retail

Out of Stocks, phantom inventory, and other on-shelf availability issues are consistent frustrations of retail execution… But with today’s mobile technology and disparate data sources these frustrations are now being addressed. With innovative retail solutions, the cost of execution has decreased, while the ROI per store has increased.

CPG organizations have identified a new paradigm, a shift in the industry that is bringing value back to retail. Organizations of all sizes have been making strategic investments in their field operations, transitioning from a third party team to their own dedicated retail team- or are using a hybrid model.

The Right Technology

According to a recent CGT study, nearly three-quarters of CPG companies have updated their retail execution solution within the past 18-months, meaning they are leveraging the highest technology and most powerful capabilities to maximize sales. The majority of these organizations recognize that their technology is not only helping the right people to be in the right place at the right time, but also allowing their retail teams to capture accurate data at the shelf and measure promotional compliance.

Accessing Big Data

Nearly 60% of CPG organizations are integrating Big Data into their retail execution solutions. By analyzing transactional data, downstream retailer data, third-party data, and customer demographic data, successful organizations are able to improve operational efficiency, connect patterns and trends, speed revenue attainment and growth and stay competitive.

Setting Your Team Up For Success

By selecting the right team, whether it’s an internal sales force or a third-party team, and providing them with the right data and technology, retail teams are making a significant impact and assisting their organizations in capitalizing on opportunities at retail. With technology that incorporates demand-driven data, store calls are prioritized and OSAs are revealed, down to the SKU level. Organizations can finally make the most of their teams’ time spent in-store and use time and resources efficiently.

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Seth Nagle, Senior Marketing Manager at RW3 Technologies understands the power of innovation but also its limitations. Attending Salve Regina in New England, starting his career in Silicon Valley, and now living in Austin, Texas; Seth provides a unique tech perspective to a complex CPG and Retail Grocery Industry that is in constant disruption.

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