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Wayne Spencer, Co-founder and President of T-Pro Solutions
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Respond to your competition
And that’s not all: CPG manufacturers must have easy online access to this data, so they can take action quickly. Sending reps into the store with a clipboard and a checklist just won’t cut it. By the time a team is done manually collecting data and sending reports to corporate, the opportunity to act on that 2-day product promotion is gone.
Brands also need to be aware of new offerings from competitors, including new SKUs and updated packaging. Armed with this competitive intel, brands will better understand current trends, market insights, and relevant industry behavior.
Which side of the shelf are they on?
How many unique products are facing the customer?
Here are our top 3 strategies for national brands looking to grow grocery store sales:
Field teams can take high-quality pictures of displays to ensure compliance and easily attach them to reports. Qualitative data can be used to verify correct execution, confirm product placement, and more.
Validate the investment in secondary displays
from 2011 to 2015
Add to that the fact that grocery chains have introduced private-label brands to compete with those national brands they sell. Customers are embracing private-label brands at an alarming rate, with 81 percent reporting a private-label purchase on nearly every shopping trip.
That would result in $2.5 million totally going to waste.
Your marketing team develops and preps a new display, and it’s sent to all participating stores with detailed instructions.
Check out a number of sample Missions showing some of GoSpotCheck's various use cases.
Maximizing sales in the current retail environment requires an unprecedented level of visibility. It’s no longer enough to carry around a clipboard with a checklist that is filed away for future reference. For brands to compete in today’s cutthroat market, aggregate data must be collected on virtually every product touchpoint in each store.
Facings are an absolutely critical part of the sales process, thanks to the psychology behind consumer behavior. The more instances of a product customers see on the shelf, the more convinced they will be that that product is a leader in the market (and they should buy it). Brands do get data on product sales, like how much of a certain SKU is sold. But that doesn’t explain why a certain product is selling fast (or slow), so it’s nearly impossible to determine the next action to take.
Want to learn how GoSpotCheck can help national brands boost sales in grocery stores?
How CPG Brands Can Grow Distribution in Major Grocery Chains
CPG manufacturers should take advantage of all the resources at their disposal to understand what’s happening in grocery stores—with their own products AND with their competitors. In order to do that, brands must have access to aggregate product placement data with actionable insights. Making real-time changes based on this data will help brands increase sales in participating grocery stores.
In addition to real-time data on their own products, CPG manufacturers also need to know what their competitors are doing. How many product facings do your competitors have? Where is your brand on the shelf relative to the competition? How is each brand priced compared to others in the market? The same critical questions on any brand’s facings apply to competitor facings as well.
Brands get another shot at pitching their products to shoppers in the form of secondary displays. But that extra shot comes at a high cost—even when display execution falls short (or doesn’t happen at all).
How are those products merchandised?
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adjust shelf positioning
Manufacturers should focus on increasing the sales of in-store buyers using a data-driven approach that optimizes for profit and volume objectives. Merchandising success will require moving towards an analytics-based approach with predictive quantified KPIs.
What is the shelf height for those products?
Optimize product facings
Are the product price tags displayed correctly?
Many CPG manufacturers are able to increase sales with just the slightest changes. Sometimes sales will go up if their products are positioned in a certain way relative to a competitor’s products—right above them on the shelf, for example.
In order to optimize facings, brands need data on exactly what’s happening on the shelf, including:
Let’s say you’re a national CPG manufacturer that makes potato chips. The Super Bowl is coming up, and you want to make sure shoppers have extra opportunities to find your party-friendly food in stores. Your company pays an additional $5 million to large grocery store chains for secondary displays in their stores.
Consumer packaged goods (CPG) manufacturers face big barriers to moving products in today’s competitive market. Grocery stores are their main sales channel, where national brands have scant visibility on how their products are marketed and sold.
In order to adapt, brands need access to real-time product placement data at every level.
How can national brands improve their lot and increase sales?
With data in aggregate form, brands can draw conclusions across all participating grocery stores and take action. Maybe a price drop works to drive sales in certain stores, or those new competitor products that hurt sales are only released in specific regional markets. No matter the question, real-time data has the answers to drive informed decisions.
Be aware of competitor offerings
And let’s not forget that small, upstart food brands are popping up everywhere.
Upstart brands are stealing market share from national brands to the tune of
But what if corporate could see that two-thirds of the meat grinders are malfunctioning, and ground meat sales are down across the board? That level of visibility definitely draws more attention to the problem and gives grocery executives the ammo to take action.
On the flip side, what if your staff, broker, or other third-party merchant could go into each store and electronically verify display installation in real time? Then, executives can make a call to get that display up ASAP, or use the data to serve as proof when collecting clawback costs.
What if only 50% of the shipped displays are actually set up in stores?
Learn how other companies leverage GoSpotCheck to gain visibility and drive execution.
In order to operate at peak performance, store managers and any responsible party must be able to gather data in aggregate. For example, maybe a store manager knows their store’s meat grinder is not up to standards and is working with corporate to address it.