2020 has been a year of uncertainty and adaptation for CPG industry sales teams.

As we bring this year to a close, it is critical to finish strong.  Despite all the disruption that has occurred with the pandemic, you need to keep your team focused on superior execution and great consumer experiences during the holidays to close the year strong.

Here are five reminders and tips to ensure you are well prepared:

  1. The holiday season has already started. This year will continue to be “different” from any other.  With Amazon prime day moving to Oct 13-14, major retailers are following suit to compete with early promotional periods.  This means you need to be managing in-store execution tightly from now into early January and ensure you have a solid understanding of what is happening.  Be sure you are not getting out-promoted or executed by your competition and show your retailer and distribution partners extra love and support (eg resources) through this extended holiday period.
  2. Get eyes and real-time metrics in key accounts. Too often teams are flying blind and hoping for the best. We hear many of the same things in talking to CPG sales leaders as to why. “Data is too expensive or not accessible”. “I rely on my brokers and distributors.” “My field teams are grounded.” “I don’t have coverage in certain areas.” “I don’t have enough time to pull together information.” None of these reasons justify or exceed the lost sales opportunities that will occur if you are not getting some level of in-store measurement in place.
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  1. Promotional Execution Is Key. We still see that 40%+ of display promotions are not fully compliant with plan, yet most CPG teams when estimating this number for any of their retailers believe it is much higher. In today’s CPG system 100% execution is not yet obtainable, however 40%+ non-compliant is also no longer acceptable.  Display execution  today still represents one of the lowest hanging fruits for many CPG teams to drive immediate incremental revenue.  The biggest issue in managing this successfully for many teams is simply awareness and efficient communication.  Both real-time information, along with an efficient way to communicate and take action must be in place for your teams to move the needle.
  2. Tell Your Story. The holiday season has lots of moving parts and everyone is easily distracted.  Consumers are distracted and faced with more choices than ever.  Distributors, brokers and retailers are distracted with juggling family, amplified execution, and next year’s planning. This is all the more reason why your brand story must be heard loudly, and your retail execution and promotions are more important than ever.  Ensure your team has pictures, data, and all the best storytelling tools in their arsenal to be top of mind with everyone at every moment of interaction. Every call with your team, every call with your partners, and at the moment of truth at the retail shelf when your consumer is face to face with your brand is your opportunity to tell your story.
  3. Stay on the Shelf. There is not a CPG team out there that doesn’t want to reduce voids and address out of stocks.  The challenge is how.  The pandemic has only strained this further with labor shortages and unpredictable demand.  Fortunately teams are turning to retail sales automation and other automated systems that can help identify and reduce void and out of stock issues in a more systematic fashion using already available data, connected to on demand labor networks that can be deployed immediately.

Fortunately, there is still time to act on all of the above areas.  Immediate in-store data and on demand labor solutions can be deployed in less than 72 hours to address the areas outlined above.

To receive additional case study information or to walk through a holiday retail program please reach out to us.

Even If you are not engaging with us on a holiday program, but wish to learn more about CPG sales best practices, we are always happy to have a conversation and help in any way we can.

We hope you have a very safe and successful 2020 holiday.

Happy Selling!

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