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)
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- Promotional Activity
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- Compliance to agreed schedule & dynamics - Price, Location,
Materials & Signage, Stock Level, Activity (upsell/entry
forms/tasting)
- Monitoring of competitor activity
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