| In today's complex retail environment, bottom-line | | | | competitor activity are processed and captured at |
| growth depends on more than product innovation, | | | | the point of activity. The data feeds back into the |
| sophisticated supply chains and analytical marketing. | | | | field operations, account planning and marketing |
| It requires excellence on the front lines - in the | | | | systems for analysis and in time for review. This |
| stores where, after many months of planning, the | | | | process of checking and updating happens in real |
| critical difference between success and failure can | | | | time. |
| often come down to retail execution. And, with | | | | Achieving Maximum ROI |
| increasing pressure to control costs within the retail | | | | In a perfect retail execution world, this cycle |
| environment outlets are demanding suppliers take | | | | continuously repeats itself. Workflow becomes fluid |
| more responsibility for getting it right at | | | | and integrated, leading to maximum effectiveness |
| point-of-purchase. Take a long, hard look at your | | | | and efficiency throughout the entire process and, |
| company's retail execution strategy and ask yourself: | | | | ultimately, maximum ROI. Forecasts are improved |
| - Does it support an environment where the right | | | | and trade funds optimized because planning and |
| products reach the right place at the right time? | | | | feedback from the field is better. Perhaps most |
| - Does it ensure that your well-crafted promotions | | | | important, positive in-store results reach record levels |
| and objectives are realized? | | | | because field activities are executed correctly, at the |
| - Does it increase shelf space and brand awareness? | | | | right time. |
| - Or, is much of the effort ending up in the clutter of | | | | Think this is a dream? Think again. The tools to make |
| a retailer's stock room? | | | | ideal retail execution a reality are available today. |
| Closing the Loop | | | | From Planning to Reality |
| The aforementioned questions can beg another: Is it | | | | A major factor that determines the success of any |
| possible to connect head office planning with | | | | consumer goods company is how well the carefully |
| retail-execution - to know exactly what's happening in | | | | created plans are actually executed at retail. By |
| the field? Let's consider what that might look like. | | | | optimizing execution, companies can ensure that the |
| Imagine a world where the field sales organization | | | | effort they put into brand planning, trade promotion |
| uses the marketing plan to simulate, enhance and | | | | and account management is worthwhile and is |
| optimize trade plans to be used by account teams. | | | | implemented to achieve optimum results. |
| Individual account plans are created and agreed to, | | | | By making improvements to business processes in |
| and the appropriate field-related activities including | | | | the field and the way that field operations are |
| promotions, tasks, objectives and surveys are ready | | | | managed from the office, a business is able to gain a |
| for deployment to the field. | | | | competitive market advantage and strengthen its |
| The next time the representative synchronizes, | | | | bottom line. Field Operations Solutions help companies |
| instructions are automatically transmitted to their | | | | achieve their strategic goals by empowering field |
| handheld computer. They also receive relevant sales | | | | management to increase the efficiency of their field |
| and competitive data, graphical images of in-store | | | | force and the effectiveness of their organization's |
| promotions, multimedia files of associated TV ads, | | | | field execution. |
| up-to-date planograms, and store-specific details of | | | | In today's consumer goods world where driving |
| the company's relationship with that individual | | | | bottom-line growth is king, make sure your retail |
| customer. | | | | execution strategy can carry products and company |
| In the retail outlet, field workers can leverage the | | | | plans to market in a timely, cohesive and |
| information and functionality available to them on | | | | cost-efficient manner. Re-visiting your company's field |
| their handheld device to influence the retailer's buying | | | | operations is a critical first step in turning retail |
| decisions. All activities including distribution checks, | | | | execution dreams into reality. |
| promotional compliance, surveys, audits and | | | | (c) Copyright - O4 Corporation. |