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Winning at the point of sale is a consensus. From R&D to production to distribution, manufacturers exert great effort, ultimately succeeding or failing at the retail shelf. After finally establishing a network of outlets, the display, promotion, and sales performance of products on the shelf determine brand survival.
The point of sale is so important that manufacturers spare no expense or cost, employing human wave tactics, shelf displays or buyouts, and layering vivid promotional materials again and again...
How can we improve shelf efficiency and avoid resource waste?
1. Focus on merchandising to prevent competitors from seizing opportunities.
The battle for shelf space is a protracted war, with competitors constantly launching offensives to grab shelf space. In this situation, only by continuously and rigorously focusing on merchandising, not giving competitors a chance to exploit gaps, can you maintain a competitive advantage.
2. Invest where necessary; do not give up control of the shelf.
The battle for shelf space is also a tug-of-war, with competing brands continuously investing resources in the fight for shelf space. As an indispensable resource for achieving product sales, control of the shelf must never be easily lost; investment must be made where necessary. Generally, investments to seize shelf space are effective and economical. Ensure sufficient budget to support display execution. For example, strive for the best display positions and larger display areas, provide display allowances to retailers and distributors, or run display competitions to stimulate their enthusiasm for good displays.
3. Continuously cultivate good customer relationships.
Good customer relationships are nurtured through ongoing cooperation. The practice of developing relationships only when you need support will not succeed. Usually, maintaining good relationships with retailers, providing them with力所能及 support and help, will earn their support when it matters.
4. Establish display awards to motivate retailers' display enthusiasm.
To motivate retailers to assist with product displays, set display assessment standards. Retailers and distributors who meet the standards receive display rewards. The purpose is to maintain vivid displays at points of sale continuously. If giving display rewards to retailers is more cost-effective than doing displays yourself, it is a good method.
5. Propose display suggestions to retailers.
Sales representatives should rationally use shelf space at every retail outlet. While maintaining overall store display coordination, propose display suggestions to store staff, explaining in detail the benefits to the store. Once permission is granted, immediately help adjust the shelf layout, infecting others with your responsible attitude and enthusiasm. If there are objections, first adjust the parts they agree to, and gradually achieve the remaining goals in future visits.
6. Product popularity is the hard core of defending shelf space.
Whether retailers agree to give larger display space depends largely on product popularity. The more popular the product, the more profit it generates per display space. Most retailers will not give large shelf space to slow-moving products. Only when products are popular can you gain strong support from retailers, thereby better defending shelf space. Product popularity and expanded display space reinforce each other. The more popular the product, the more likely it is to gain retailer support, which helps expand display space. Conversely, expanding display space provides a prerequisite for further product popularity.
7. Strictly assess terminal display work.
Only with a strict assessment system can terminal display work have rules to follow, and sales representatives have the pressure and motivation to do well. Only then can terminal display work always maintain its best state.
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