Peak Strategic Insights’ Post

Measuring POP effectiveness This is a request post from few of my readers who are seasoned Sales Managers. Measuring #POP (Point of Purchase) effectiveness is critical to: 🔵Prove to management the success of your POP strategy and investment 🔵Benchmark effectiveness and help define learnings from a POP strategy Focus your measurement on three key objectives: ▶Building the brand ▶Generating sales lift ▶Checking for compliance The key message while measuring POP effectiveness is "do not just measure the outcome", because then it is too late. The suggestions below focus on measuring effectiveness of the development process (to guide insight and strategy development), as well as of the outcome (sales, market share etc.) ▶Building the brand – measure consumer value 🔺Focus Groups: Good for exploratory to understand how shopper's view your brand (not a good measure of how actual POP in-store would affect the purchase decision). Focus groups are great way to uncover new insights that can be used to shape an entire plan. They are also a good way to identify how people define and shop the category, message appeal (ideas) and purchase motivation(s). 🔺Shopper Observations: Did POP get shoppers to pick up or consider purchasing our product? Did shoppers take a different path through the store? Did shoppers even notice or look at our POP? 🔺On-Site Interviews: Good for learning from shoppers whether the POP and brand connected with them emotionally and why they either did or did not make a purchase. 🔵Generating sales lift - measure Business Objectives 🔺Sales Analysis: What was the sales lift after we placed POP in-store? But note that sales measure aren't completely reliable because they don't take into account outside factors. There are often multiple factors that impact sales; e.g. new products, promotions, competitive activities, displays, #distribution etc. A measurement approach to take is a combination of #preandpost and #testandcontrol methodologies, especially in the grocery channel. Also note that 'test and control' methodology may be quicker and better for seasonal measures. When doing sales analysis, try to avoid measuring during periods of major or intense promotions. Use store data if available or panel data (if available) 🔺Retailer Personnel Survey: Provides only a rough approximation of POP effectiveness because it's based on the perceptions of retailer employees (subjective). 🔵Checking for compliance - do store audits Store Audits are mainly useful for measuring whether retailers have placed POP at all, or if they have, whether they have done so in the appropriate place and correctly. Some questions to consider regarding store audits: 🔹What incentive is necessary to optimize POP placement and maintenance? 🔹Who is going to do the store audits? 🔹Will incentives be offered (to make the audits happen)? For deeper insights or to train your #sales team on #storeexecution, mail us at hello@boilingpoint212.com.

When a retailer signals a potential delist, it can feel like a major setback – but instead of reacting impulsively, it’s essential to approach the situation with a clear strategy... 8 ways to defend distribution & keep your brand on shelf: 1. 🏪 Understand the Buyer Perspective First & foremost, find out WHY a delist is being considered: sales issues, competition, or strategic shifts?  Talk to them to understand in detail the reasons why their support for your brand has waned.  This is crucial to craft a strong defence. 2. 🔍 Understand Your Niche Clearly identify consumer "need states" your product satisfies & understand which other products meet the exact same needs - this is your true competition.  Knowing *why* shoppers choose your brand is crucial to knowing *how* to boost rate of sale. 3. 📊 Analyze Your Brand’s Performance Benchmark vs. direct competitors (see 2) & total category: the former is the hurdle rate you really need to focus on. Understand root causes of any issues - consumer behaviour shifts, pricing, or promotions & how to address. 4. 💡 Prove Consumer Loyalty Show how many UNIQUE shoppers you have & quantify the sales they deliver – if some shoppers never buy competitors' products, they may leave the category entirely if you’re delisted.  Use testimonials, social media buzz & survey data as well to prove demand & bolster your loyalty story. 5. 🌟 Share Success Stories Highlight top-performing moments - whether on promotion or in a subset of stores. Use to prove more frequent, wider or compliant implementation can boost performance. If possible, share anonymized data on key wins elsewhere to build confidence. 6. 🛠️ Propose a Revamped Plan Use the insight to create a data-driven action plan to enhance performance.  Align with the Buyer’s category strategy & explore offering exclusive deals or extra marketing support. Showing genuine commitment to the partnership can help maintain your shelf space. 7. 🤝 Be Open to Negotiate If the retailer is firm, be creative: reduce SKUs, adjust pricing, or modify distribution. Flexibility can be the key to staying on the shelf. 8. 🔄 Plan for Contingency Prepare for a delist by focusing on other retailers, enhancing e-commerce, or re-evaluating your portfolio. Being ready ensures your brand remains resilient. But here’s the thing… ALL of these things you could be doing *before* the retailer raises the possibility of a delist. Yes of course it’s possible to save a brand at a late stage – but it’s a whole lot easier if you are pre-emptive, always staying on top of performance & insight to course-correct before a difficult conversation even becomes necessary. At Optima Retail we are Category Management experts so if you need any advice, or just want a quick chat to explore options for how to address a particular challenge please do get in touch. ♻️ & if you enjoyed this post, please like & share it with your network. #CategoryManagement #CPG #FMCG #BrandStrategy #Distribution

I recently had a discussion with a friend who is establishing a new skincare business, primarily selling via e-commerce. He mentioned feeling overwhelmed by all the KPIs reported by his agency and just wanted to focus on sales. After simplifying everything for him, I asked, "If I asked you what's the most important KPI for you?" He replied, "Cost per purchase." I said, "That's nice, but what is more important? For example, you might pay more for a purchase, but the order volume is bigger." Then he said, "ROAS .. Return on ad spend." I told him, "Now you're good to go." 👌🏻 He just sent me a thank you message saying everything is much clearer now. Main KPIs differ based on the objective, business type, product life cycle stage and other factors. Understanding and prioritizing the right KPIs is crucial for achieving business goals 🎯 #digitalmarketing #ecommerce #kpis #tips

Debunking common myths about promotions and discounts! Discover how strategic offers can boost your brand without sacrificing value. Myth 1: Frequent Discounts Devalue Your Brand Myth Buster:Offering strategic and time-limited discounts can actually enhance brand value by creating a sense of urgency and exclusivity. When done correctly, discounts can attract new customers and boost loyalty among existing ones without harming long-term brand perception. Myth 2: Only Deep Discounts Drive Sales Myth Buster:Moderate discounts, when paired with strong marketing and perceived value, can be equally effective. Promotions such as "Buy One Get One Free" or bundled offers can drive significant sales without the need for drastic price cuts. Myth 3: Discounts Only Attract Bargain Hunters Myth Buster:Well-targeted discounts can attract a broader range of customers, including those who may not typically seek out deals but are motivated by added value. Personalization and segmentation are key to ensuring promotions resonate with the right audience. Myth 4: Promotions Should Only Be Used to Clear Outdated Inventory Myth Buster:Promotions can be strategically used for various purposes, including launching new products, rewarding loyal customers, and stimulating off-peak sales. They are not limited to clearing stock but can be part of a broader marketing strategy. Myth 5: Discounts Always Lead to Lower Profit Margins Myth Buster:While discounts can reduce margins on individual items, they can increase overall revenue by driving higher sales volumes and attracting repeat customers. When planned carefully, promotions can improve profitability through increased customer lifetime value. Myth 6: Seasonal Discounts Are the Only Effective Promotions Myth Buster:Non-seasonal promotions, such as flash sales, loyalty programs, and referral discounts, can be highly effective. Consistent and varied promotional strategies keep customers engaged year-round. Myth 7: Online Discounts Will Cannibalize In-Store Sales Myth Buster:Integrated omni-channel promotions can drive both online and in-store traffic. Offering exclusive in-store discounts or buy online, pick up in-store (BOPIS) options can complement online promotions and enhance the customer experience across all channels. #MarketingStrategy #CustomerLoyalty #SalesBoost #MarketingMyths #Promotions #Discounts #CustomerAttraction #BusinessGrowth #BrandValue #SalesStrategy #RetailMarketing #CustomerEngagement #MarketingTips

Retail promotions can drive traffic and sales while attracting new customers. However, it’s essential to avoid over-discounting, maintain brand consistency, and ensure excellent customer service. Strategic planning and execution help preserve brand integrity, turning temporary discounts into lasting success for your business. Prioritize experience and engagement! Read the article for some insights into Sale & promotions in Fashion Retail stores.

🌟 Level Up Your B2B Ecommerce Game: Product Marketing & Merchandising Mastery Ever wondered how to truly elevate your B2B ecommerce game? Let me break down two key players: product marketing and merchandising. 💡 Product Marketing: Your product's compelling story 📖 ➡️ Crafts narratives that resonate ➡️ Decodes customer pain points ➡️ Aligns features with real needs Merchandising: Your product's digital spotlight 🎭 ➡️ Optimizes presentation and placement ➡️ Boosts visibility and searchability ➡️ Drives those crucial conversions The game-changer? Understanding how these two functions complement each other. It's not about choosing one – it's about leveraging both to create a knockout ecommerce strategy! Want to supercharge your B2B ecommerce? Start by asking: ✅️ Does your product story truly connect with your audience? ✅️ Is your platform showcasing products for maximum impact? Ready to dive deeper? Let's connect and swap strategies! Looking to enhance your customers' shopping experience? Check out the link to my article in the comments below. #B2BEcommerce #ProductMarketing #Merchandising #DigitalStrategy #EcommerceGrowth

In today's world, it’s not the brand that speaks—it’s the consumers that speak, serve, and shape experience. They’ve become the real voice of the brand, and they naturally gravitate toward companies that give them a seamless, enjoyable experience, whether online or in-store. The notion that 70% of a brand’s products don't work in-store is just a myth. The real issue often lies elsewhere: ➤Not ensuring prime visibility ➤Neglecting shelf placement ➤Lack of staff engagement While digital ads help spread the word about the new product launch, they alone can’t drive success. A product needs to: ➤Be present wherever your customer is ➤Showcase its value ➤Be strategically positioned for maximum impact This is where a brand’s marketing representative teams up with retailers to ensure the product not only has shelf space but also generates sales. And here’s why a Retail Recommendation Program Audit is crucial: 1. Prime Placement: It guarantees your product gets top visibility in the store, not just hidden away on a shelf. 2. Drives Sales Growth: When retailers actively recommend certain products, it gives a real call to your sales growth. Their endorsement helps draw customer interest and lead to more purchases. 3. Active Staff Promotion: The store staff actively engaging and suggesting it to customers can make all the difference in generating sales. In short, a Retail Recommendation Program ensures your product doesn’t just exist but attracts the attention it needs to shine. That’s how you elevate your brand! So, how are you leveling up your brand's in-store presence these days? #RetailMarketing #CustomerEngagement #BrandAwareness

Quick observation - brands who have broken the 7 figure sales threshold run more surveys. Most brands are typically only running a few questions centered around information like “How did you hear about us” “Why did you purchase today?” The information you get from this is valuable, but larger brands dig deeper and collect information around items like: Site experience - “Did you find what you were looking for?”, “Did you run into any issues on our site” Customer and end user - “Are you buying this for someone else?”, “What is your age”, “How often do you work out?”, “What sports do you play”. “How many children do you have?” Product and packaging post fulfillment - “Were the instructions clear?”, “Did the product accomplish what you purchased it for? Detailed use cases - “Do you plan on using this product alone or with friends?” New products - “What products would you like to see from us?”, “What colors should we launch next?”, “Did you find the right size?”, “Would you purchase gift bundles?” Brands often worry about response rates, but the data shows that if you offer a 10% discount code or a “surprise” at the beginning of the survey, then 30-50% of people who see the survey will respond. On top of that, those discount codes have a low redemption rate (people forget or wait for better discounts), making the cost of these insights practically free. These larger brands know how powerful it is to collect customer insights and use it to scale to the next level of growth. If you want to experiment with implementing some of the questions they ask, try some of our templates in the Zigpoll free plan!

The VP of Marketing at a $10B apparel retailer told me she wants to elevate her company’s personalized marketing this year. And she’s eyeing a CDP and AI tools to help her do it. Here’s what’s on her mind. ⤵ This year, she’s all about personalization. She wants to: - Retain current customers - Grow a new customer base - Improve customer file health - Diversify and optimize their media - Work with analytics to drive performance And she believes the right CDP is her ticket to tailored campaigns. “A CDP is crucial for a 360 view of the customer,” she said, “so we can see and extract data from one place to fuel other initiatives.” She loves the idea of analyzing her customer behavior across channels in real time. And she has a handful of features she’d love the new CDP to include. Like: - An intuitive interface - Quick and detailed segmentation - Real-time analytics on customer behavior across channels She’s also gotten used to fantastic hands-on support from her ESP vendor – So any CDP vendors that want her business better have a supportive account team at the ready. —- CDP Vendors: Knowing that her personalized marketing and customer growth goals are dependent on cross-channel, detailed data analysis of customer behavior… What would be the first line of your pitch to her?

#ShopperMarketing Can or should Sales team members contribute to, and own up, offtake generation of brands? I come from a school of thought where the Sales team is held responsible for retail distribution and in-store visibility, while Marketing remains the owner of consumer acquisition and tertiary sales. Nowadays, I have learnt (and have gladly changed) that it is not entirely the case. Let me use an example that I was taught with: imagine a consumer who wants to buy a toothpaste, in the middle of the month.    (a) If she is visiting her neighbourhood wholesaler for her chosen SKU, then she is likely seeking a price discount; (b) If she goes to the neighbourhood grocer / bodega, then she is likely on the look-out for a smaller SKU or a refill of her shelf; (c) If she goes to pick that same SKU up from a supermarket, then the ambience of shopping is a likely trigger. (d) If she goes to shop the same SKU from the big grocer, then she is likely driven there by habit of acquaintance (may be, a running account). Same consumer, same brand - different triggers to purchase. So, it becomes important that the brand's activation tools tick the right set of boxes in the consumer's mind at the shop-floor that she picks up the brand being activated. If it is a competitive brand, it should offer a compelling proposition to switch. If it is her chosen brand, it should reaffirm her faith. The above serves to underline how important it is for the brand team to work on the consumer's triggers, convey the message convincingly when she is shopping, and convert her purchase intent to actual purchase. This is what Shopper Marketing's ultimate goal is - execute all activation tools flawlessly to make the brand the chosen one in the consumer's shopping basket. Shopper Marketing - as a structured approach to enhance the consumer's shopping experience of the brand, in order to fulfil what Marketing is tasked to do <Check here: https://lnkd.in/g6eRfXAZ> - has made the Sales function jointly responsible for offtake generation and consumer acquisition. It is nearly 30 years since Walmart and P&G jointly set out together on the Shopper Marketing journey. Now, there are companies much ahead in this journey where Shopper Marketing is a separate department and the team has acquired a cult-status of being the link between the Field Sales and Consumer Marketing teams. The Shopper Marketing Manager has become the darling of both the Sales & Marketing functions .. courted often for budgets and prominence, respectively! That said, the Sales team, wherever it opts to double-up as the Shopper Marketing team, unequivocally holds the reins for offtake generation. Which means, from being an adjunct of the Marketing function, the Sales team has become the Seal of Success. Will write more about this in the upcoming week. Happy to receive comments, compliments, and brickbats. #1minuteRead