How to build in-store execution

Often called Perfect Store Execution, the question is: a process or a one off for a few in the FMCG business?The right one is, of course, an available process that involves not only the Field Sales organization but also Trade Marketing, Category Management, Customer Management, Human Resources and even Marketing too.Consider a new product launch… What is the best way to penetrate the market?Just above the line investment?Not at all, all the usual touch points are needed for the route to market of the new item before the consumer can get their hands on it. Before the consumer comes the shopper, who lives their mission in the store passing through the out of shelf promotional area, the shelf, the cross category hook. In fact, the store plays the same strategic role as advertising.Consider a non-measurable process where of course a good Key Account Manager defines with their customer all the Route To Market details for the new launch. Who knows how many stores are in line with these objectives? What is the reachable potential if we know the distance between the as is and the goal? How can the sales department meet the Trade Marketing/Marketing expectations? How can we incentivize the field salespeople to maximize the execution in the stores?Again, the best answer is a structured process like the Perfect Store Execution.Taking a wide overall view of the distribution channel, one of the last questions could be based on how we can extend this process in the rest of the route to market and why not also in the online world!An example in the coffee market is given by the consumer that crosses different points to get coffee: in a bar, in the office from a coffee machine, at the supermarket or even on Amazon…I’ll leave you with this food for thought.

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