Every year consumer goods manufacturers ask themselves the same question: how to win at the more difficult summer shelf? To do so they must overcome several challenges. Depending on the category, it might be a necessity to serve many more customers on a more frequent basis. For other categories it is a must to introduce promotional offers allowing them to maintain sales at an appropriate level.
Meet 4 key tips to improve your retail execution at the seasonal shelf:
1. Introduce intelligent targeting and provide clear information on compensation
Assign clear sales targets for your sales representatives and make them aware of their daily targets at the beginning of the day. Break targets down into tangible sub-targets and make them visible in real-time on your sales force’s mobile devices. Show them how target accomplishments grow, call by call. Last but not least, provide your sales representatives with information about the compensation or bonus points earned during the calls. It will help you in motivating your sales representatives hitting their targets day by day.
2. Make your sales force feel excited with gamification
To increase engagement, organize a summer competition for your sales representatives within your mobile retail execution software. Make them constantly aware of their results as well as share leader boards on their mobile devices in an attractive, fancy and interesting way. It will encourage them to achieve their summer season goals much better.
3. Better identify sales opportunities based on the RAO engine
Enable your sales force to select the stores with the biggest sales potential in the summer season. All based on summer season priority triggers like potential in the category, anticipated out-of-stock, consumer promotion, etc.
4. Introduce smart presenting in front of retailers
Make your sales representatives smarter whilst presenting the seasonal offers and promotions. Let them do it in a much more compelling way. Help your sales force to visualize your products and selling stories. This will empower them to tell an interesting, insightful summer season story based at store level.
We help many global consumer goods companies to ‘jump out of the box’ with their retail execution technology to execute better at the POS. We offer them a set of innovative solutions helping them to leverage the opportunities of the summer season more effectively.
Dr. Andreas Enders VP International Sales and Implementations
Learn more about our solutions for Retail Execution in the FMCG industry!