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SALES & MARKETING SCALE OF OUTSOURCED MERCHANDISING TEAMS TO THE RESCUE Retail stores and suppliers need support to fill shelves and meet consumer demands amid tough emergency restrictions, and what we’ve recognised is that they need people and technology working together to achieve this. CBy Strikeforce Managing Director and CEO Matt Lloyd. ovid-19 has invoked a merchandising and sales experts calling sense of urgency in all on stores weekly across Australia. retail markets, changing Our unique store data insights and consumer buying behaviour analysis, coupled with our people, are for the foreseeable future while what help us maintain the deepest simultaneously propelling innovation within retail service industries ahead by years. When it comes to the retail industry and supply chains, we’ve experienced challenges and rapid transformation from consumer packaging and regulations to Covid-safe practices and restricted in-store activation. Prime Minister Scott Morrison called out merchandising services as “essential” and vital to supporting retailing in general. As erratic consumer trends emerged, the focus was shifted away from “non-essential” activities and instead, shelf maintenance and stock availability were of paramount importance. The volume of work our merchandising services activate exceeds 20k hours per week, and now more than ever, ensuring the safety of our team is our number one priority. All agencies have been doing a pivotal job in supporting brands and retailers during this challenging time. Flexible, outsourced models offer scale that can respond Before Covid-19 hit Australia, brands had difficulties providing at-scale, cost-efficient and speed-to-market merchandising solutions to non-metro areas due to the sheer size of our country and its geographical layout. In recent times, state and suburb-specific lockdown measures and a restriction on the numbers of sales reps allowed have further emphasised the need for scope and localised approaches to retail merchandising throughout metro locations. Strikeforce’s outsourced merchandising services are working side by side with retailers such as Woolworths, Bunnings and Coles, and continually support brands and suppliers, covering all trading channels, with more than 3,500 and widest coverage of grocery and home improvement. This is also what has helped us remain flexible through the pandemic. As an Australian owned company with more than 50 years of heritage as a privately owned business, we understand our community, continuing to localise responses across the nation. By having a flexible merchandising team servicing 99.9 per cent of Australia and New Zealand, our clients experience multiple advantages: decreased unproductive travel time, agility to cope with activity on short notice when the inevitable resourcing gaps appear, and an unmatched level of passion and brand advocacy – all supported with targeted data-led precision. Combining scale with data-driven precision The future scope of merchandising services lies largely in the hands of an organisation’s ability to scale, the precision with which they do so, and of course, data-backed insights. Scale is a core component of our offering, allowing us to ramp up efficiency within smaller territories and provide unparalleled coverage to brands. With 50 years in the field and the capacity to respond to industry demands utilising our holistic retail service and activation solutions, over time, our team has gained intimate store-by-store knowledge through increased frequency. Merx, our in-house developed cloud- based app, gives us real-time updates and remote control of any team on the field. From availability of staff to field outcomes as they happen, Merx actively contributes towards the ability to be in multiple places a day, with the optimal route, conducting efficient, data- informed business. However, our precision is also broadly attributed to our category and insights people, who turn data into predictive and retrospective insight to better inform our teams. Measuring against a set benchmark is how we spot anomalies, implement changes and consistently adapt, even in unprecedented times. Merchandising services will continue to develop with precision and will require an end-to-end solution that comprises a heavy investment in strategy, space planning, technology, promotional mechanics and, most importantly, on-shelf availability. Acknowledging that the supply chain will continue to be tested by an evolving hierarchy of consumer needs will help discover new goals for your business. Plan ahead, keeping in mind the new normal, and accommodate for adaptability within your strategy as we all weather this storm. About Matt Lloyd Matt Lloyd is the managing director and CEO of Strikeforce, leading the largest privately owned, outsourcing field sales, retail marketing and shopper solutions service provider to major brand owners and retailers in Australia. Within brand owners and third-party agencies, he has a 27-year track record in driving sales, share and return on investment for major blue chip businesses by directing and inspiring big teams internationally. About Strikeforce Strikeforce is Australia and New Zealand’s leading field sales and retail marketing group. We activate sales and marketing solutions, connecting brands and products with the right customers across all retail categories. Our integrated consultative and activation services ensure investment converts to meaningful and measurable goals. For more information visit strikeforce.com.au 62 RETAIL WORLD SEP, 2020