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What gets agreed with the chain and what actually happens on the shelf almost never match. The POP material that was never installed, the promotion that started late, the stockout nobody reported until the following week: each of those gaps is a sale that did not happen and does not appear in any report. Here we gather what we have written about measuring in-store execution — audits with photographic evidence, tracking your own prices and the competition, real coverage of the field team — and the cases of consumer goods and pharmaceutical companies that went from guessing to knowing what is happening in each store.
13 posts
On Wednesday 13 October the webinar “Trade Marketing: Next Generation” took place, focused on how today's business challenge — sharpened by the pandemic — is one of high resilience and the agility that goes with it as an answer to market competition. That challenge […]
Artificial intelligence draws a lot of attention and even more questions, so it's worth getting concrete: how do AI solutions actually work in trade marketing? And do they deliver value? AI doesn't just observe — it understands, perceives and proposes creative solutions […]
Maximizing the performance of the point of sale is trade marketing's main goal. You get there through availability strategies aimed at the perfect store — the one where the shopper can always find your products. And that full availability […]
Reaching the perfect store is trade marketing's daily challenge. To meet the needs of each location and its specific, shifting circumstances, merchandisers and their supervisors need coordination, constant information and processes that run smoothly. In the perfect store, what the shopper […]
The pricing policy a consumer goods company sets is central to its market position and its success against competitors. Setting competitive prices aimed at the right segment is a dynamic process that needs adjustment and constant information about what other players charge. A policy […]
Timely, effective trade marketing means never losing a sale and always having your products available to shoppers. But to meet that central goal you need trade operations that are organized and fed with information. As we will see, analysis and information let you act at […]
If one word — or rather two — sums up where trade is heading in the near future, it is digital transformation. Streamlining processes with digital tools is an increasingly widespread practice, and it brings higher quality standards and faster […]
Field service management (FSM) tools are excellent for supervisors who need to monitor their field team — but they also have real power to improve management at the highest level, informing and easing decisions. In leadership roles, a tool like this […]
Staffing is a Colombian human talent outsourcing company that provides temporary services to other businesses, placing workers on assignment across a range of regions according to specific needs. It handles recruitment and talent management for other companies, supplying them with […]
POP material exists to stand out in an increasingly crowded environment: through its design, its size, its cleverness, it gives a product visibility and says something about the brand. POP material often sets out to delight the shopper with its design or with some message […]
