We all put a lot of effort into building strategies and plans, designing point of sale and proposals that we then present to retail partners for approval. But how much time and effort do we put into ensuring the best implementation of our shopper marketing plans?
In a recent IGD survey the top barrier to delivering successful in-store marketing was store implementation. Who is responsible for implementation? For many companies, they are reliant on the retailers implementing across all agreed stores, meaning they have no control.
However, with reductions in staff, both in-store and at head office, is it realistic to expect great implementation from the retailers without any supplier involvement?
Being placed between the retailers and the suppliers, IGD has found several ways that you can improve the levels of implementation for your category:
1. Identify the challenges
Not all activities achieve the same levels of implementation. At the 2017 IGD Category Management & Shopper Marketing Summit, Angus Maciver, CEO, McCurrach talked about how their analysis showed that while promotions on gondola ends had great implementation, range reviews and new product introduction weren’t as good. While secondary displays are high on a store’s agenda, point of sale at shelf can be less so.
As activities have different levels of implementation so do stores. Can you identify which stores are regular offenders? Are these stores critical to your success? Can you support implementation in those stores?
2. Engage the full path to store
Great store implementation doesn’t start and end at the buyer. There is a host of people supporting the buyer in achieving great store implementation. Understanding the path to store for your activities will identify where the challenges could be. Engaging with the key teams in the process will help you understand how to optimise implementation.
For large campaigns, collaboration sessions with all key contacts from the retailer and the supplier can help to identify and plan through any potential problems in achieving great implementation.
3. Fit with the retailer strategy
Aligning any campaign with the retailer’s strategy will have a clear benefit for both parties. Helping a retailer to deliver their strategy will ensure support across their business, from head office to store associates.
In 2017, Skittles supported LGBT ‘Pride’ events by dropping the bright colours and rainbows from their packs under the statement “During Pride, only one rainbow matters”. Pride is also a charity for Tesco, so Mars Wrigley collaborated with them to build an exclusive in-store event, so researching a retailer’s other interests can go a long way to helping you.
4. Simple solutions
Keeping an initiative simple will make it easy for stores to implement. More complex campaigns may be harder to gain approval, especially if they don’t fit with the current processes and guidelines of the retailer. Be clear on what is essential in an initiative and what you can compromise on to optimise implementation.
5. Provide support
Store colleagues time is limited. To ensure the best store implementation, consider using your own field sales team or employ a third-party agency. Develop clear targets and clear direction on what best practice implementation should look like. Consider multiple store visits to initially sell in the campaign and then implement.
Pladis has achieved great implementation of the launch of its Godiva premium chocolate range, by providing Sainsbury’s with an exclusive launch, collaborating closely with them and using its resource to assist in implementation.
Pladis and Sainsbury’s achieved best in class implementation and a display that stood out and ensured great awareness and engagement of the range.
Want to know more about what it takes to achieve great implementation?
Hear from Sainsbury’s, pladis, Mars Wrigley, AB InBev and many more at Category Management & Shopper Marketing 2018, 19-20 June, London, with IGD – Find out more here
