Winning in FMCG requires relentless execution. It’s your brands last mile of marketing that shoppers actually see.
When does Visibility equal Velocity?
Visibility only equals Velocity when all sell-through elements have been activated.
Brands that focus on all the elements that drive sell-through, increase the chance of success when compared to brands that just focus on sell-in. Make no mistake sell-in pays the bills, helps meet targets and generates financial rewards.
Sell-in makes us feel good. But its only half the job.
We get it though. Making a sale is important. FMCG suppliers face low revenue growth, increasing cost of business, complexity and pressure driven by retailer centralization. The secret sauce is focusing on sell-through, that last mile of marketing that consumers see. Getting your brand seen, sold and then scaled is the recipe for long term success. It sounds easy, but its not.
Navigating retailer category and NPD review complexity requires smart category and key account management armed with key insights that increase the probability of success. Then proactive, relentless precision in field execution to optimise visibility.
This is where smart key account strategy and in-store visibility equals velocity.
Brands that get all the elements right meet retailer needs, achieve optimal distribution status and planogram inclusion. They invest in shelf and display visibility and use smart pricing strategy to drive consumer consideration and sell through. Key elements:
Get deeply connected to the industry and understand retailer strategy
Ensure you have the capability to win category review ranging status
Use insights to develop winning pricing strategy and track performance
Be realistic about key category drivers - listen to the market
Get the balance right between winning at support office and in the field
Storelink can help craft strategy and execution into one powerful package for every buyer meeting, NPD push and trade review. We give ambitious brands the industry connections, experienced teams, proven infrastructure, national scale, speed and smarts to every brand on every shelf, every play.
