3 Capabilities Needed to Win at the Shelf
This past April, Booz & Company and Quofore presented new research during a Web seminar titled, "New Research on Retail: Winning at the Shelf." The findings revealed how consumer packaged goods (CPG) companies were investing in process and technology to improve the performance of their sales and marketing efforts at the retail level.
Back by popular demand, the two companies joined forces again on June 16, 2010 to present "In-Store Survey II: Building Capabilities to Increase ROI." This Web seminar featured additional analysis from the global survey and presented the three core operational capabilities identified by CPG companies to manage in-store operations, which creates the potential to increase event ROI:
1. Monitoring Shelf Presence (out-of-stocks, order entry, POS material delivery, route planning, etc.)
2. Field Force Productivity (store segmentation, customer profiling, route optimization, call productivity tracking, etc.)
3. Promotion Compliance (share of shelf, TPM integration, POS integration, price checks, etc.)
"In an analysis of the data, we've been able to develop a very strong correlation to the fact that the people that build the right capabilities are able to deliver ROI more consistently than those who have not necessarily put the right capabilities in place," said Jon Van Duyne, principal for Booz & Company.
The following are some additional highlights from the Web event:
--Ian Oxman, vice president, Global Marketing for Quofore Americas, presented an executive summary of the study, and based on the results, focused on investigating ROI measurement and building capabilities to increase event ROI. "The survey suggested that companies are investing to improve data capture, analysis and reporting directly related to event ROI," said Oxman. Of the respondents, 40 percent identified limited visibility of trade promotion compliance as their chief concern, making this the No. 1 issue of companies both small and large.
--Booz & Company Vice President Hans Van Delden revealed that "technology sophistication has a major impact on achieving in-store ROI." Overall, 62 percent of the companies surveyed measure ROI. And, 71 percent of the companies said that they classify themselves as having "high tech sophistication" in measuring in-store ROI versus only 56 percent of those saying they were "low tech."
-- Jon Van Duyne, principal for Booz & Company, rounded out the event by delving into the aforementioned three core capabilities needed to win at the shelf. He explained, "The companies that are really successful in deploying these capabilities are the ones that build them on a bedrock of systems, processes, skill sets and incentive structures. Too often, we see companies that pursue one of these at the expense of others." Done right, the business case for tackling all three is strong: Companies that have moved into the field force productivity and promotion compliance clusters are 50 percent more likely to report achievement in their in-store ROI goals.
To listen to this event in its entirety, click here.
Back by popular demand, the two companies joined forces again on June 16, 2010 to present "In-Store Survey II: Building Capabilities to Increase ROI." This Web seminar featured additional analysis from the global survey and presented the three core operational capabilities identified by CPG companies to manage in-store operations, which creates the potential to increase event ROI:
1. Monitoring Shelf Presence (out-of-stocks, order entry, POS material delivery, route planning, etc.)
2. Field Force Productivity (store segmentation, customer profiling, route optimization, call productivity tracking, etc.)
3. Promotion Compliance (share of shelf, TPM integration, POS integration, price checks, etc.)
"In an analysis of the data, we've been able to develop a very strong correlation to the fact that the people that build the right capabilities are able to deliver ROI more consistently than those who have not necessarily put the right capabilities in place," said Jon Van Duyne, principal for Booz & Company.
The following are some additional highlights from the Web event:
--Ian Oxman, vice president, Global Marketing for Quofore Americas, presented an executive summary of the study, and based on the results, focused on investigating ROI measurement and building capabilities to increase event ROI. "The survey suggested that companies are investing to improve data capture, analysis and reporting directly related to event ROI," said Oxman. Of the respondents, 40 percent identified limited visibility of trade promotion compliance as their chief concern, making this the No. 1 issue of companies both small and large.
--Booz & Company Vice President Hans Van Delden revealed that "technology sophistication has a major impact on achieving in-store ROI." Overall, 62 percent of the companies surveyed measure ROI. And, 71 percent of the companies said that they classify themselves as having "high tech sophistication" in measuring in-store ROI versus only 56 percent of those saying they were "low tech."
-- Jon Van Duyne, principal for Booz & Company, rounded out the event by delving into the aforementioned three core capabilities needed to win at the shelf. He explained, "The companies that are really successful in deploying these capabilities are the ones that build them on a bedrock of systems, processes, skill sets and incentive structures. Too often, we see companies that pursue one of these at the expense of others." Done right, the business case for tackling all three is strong: Companies that have moved into the field force productivity and promotion compliance clusters are 50 percent more likely to report achievement in their in-store ROI goals.
To listen to this event in its entirety, click here.