It’s estimated that every year consumer packaged goods manufactures launch over 50,000 promotions with retailers. These records for over 20% of their revenue, even higher in some product categories. However, it is also estimated that 40% of these promotions fail to achieve their objectives and are made a decision about a disappointment.
What amount of this disappointment rate is expected to over-ambitious goal setting? How much is the result of poor design? How much is caused by ineffective pricing or shocking planning? What amount is from a mix of every one of the three? It’s hard to measure on the grounds that each market, promotion and retail environment is so different. However, in hindsight most failures can be pinpointed to an unanticipated hole in the execution of the promotional strategy at the store level.
Retailers and manufactures invest so much time and money developing in-store merchandising and promotions. But, one key viewpoint that is often overlooked is the execution of the program’s installation as it reaches each store. On the off chance that an execution plan is missing, many things can turn out badly that negatively affect the consistency of the program and the general sales performance.
Thus, many creative and expensive in-store merchandise plans fail to achieve their projected ROI because of mistakes that are made during installation or upkeep of key program components. These may incorporate ineffectively set planograms, improper display installations or missing point of purchase materials. These mistakes are examples of “execution gaps.”
Gaps are created because manufacturer and retailer sales initiatives run into the reality of store level execution. This includes the inevitable problems caused by lack of employee expertise with merchandising and display set-up. Many head managers are overburdened with administrative tasks and delegate them to employees who have little experience at merchandising program execution. This results in poorly install display, improper placement of product and inadequate sign placement. All contribute in making a gap that can potentially cripple performance.
For more information click here Retail execution and monitoring.
