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FMCG

Businesses that operate in the manufacturing & supply of fast moving consumer goods (FMCG) have a unique aspect for their information requirements as they need to:

  • Make sure the 'retailer' lives up to their side of the deal (providing defined space for product lines, running promotions when arranged, selling product within the agreed price bracket, displaying signage and marketing materials, and in some cases actively 'upselling' their product range),
  • Monitor the activities of field agents, merchandisers and service technicians against key performance indicators (KPIs), especially if they have outsourced these services to contractors,
  • In some cases, audit the existence of company assets out in the marketplace and the condition of this equipment, to ensure it is being used appropriately and meets company operational standards.

 

Armed with the right market intelligence can be the defining element in sales negotiations and contract reviews with retailers and service providers as well as the performance management of individual staff members or teams.

Some businesses have chosen to value add a Mystery Shop program in their supply agreements with retailers either at their own expense or as a joint venture. This has proven to be rewarding to both parties as they both have access to an independent review of their 'market reality'.

Areas of particular interest to these companies include:

  • Space Allocation
  • Range Offered
  • Stock Quality (in date) & Quantity (out of stock)
  •  Promotional Activity
    • Compliance to agreed schedule & dynamics - Price, Location, Materials & Signage, Stock Level, Activity (upsell/entry forms/tasting)
    • Monitoring of competitor activity

 

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