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resource would be dispatched and why, an apt time to visit, and with what tasks and tools. There’s no ‘one size fits all’ coverage cycle now, and outsourced field teams present the optimal agility to go where the action is/needed. The future is here. It’s all about optimisation. 2. On-shelf availability While major retailers have their own apps to support the fixing of on-shelf availability, this is often the most significant barrier to realising full sales potential due to poor understanding of what the data means. We gain meaningful insights from linking major retailers’ apps, such as the Woolworths Compass and Coles Portal, with our field data and vendor replenishment planning (VRP) team. By connecting these data sources to real-time movements, we have the best chance of improving on-shelf availability and which stores to prioritise. Linking to the VRP or vendor managed inventory service – where we work with clients and retailers to ensure the stock is in the right place within the supply chain – this enables us to get an optimal alignment of stock movement in the supply chain versus on-shelf availability. This approach to planning has been trialled and tested significantly throughout the ‘new normal’, highlighting the importance of precision to save on wasted costs. Combining a retailer’s information with our expertise and understanding of the current store situation helps brands find and act on missed opportunities. 3. Genuine return on investment modelling Gathering data on industry averages to build an informed foundation on forecasting and budgeting isn’t a new concept, but customising data to your specific product is. At Strikeforce, because we’re able to optimise on-shelf availability and our field team every day, we can track improvements in key indicators and show return on investment on a granular level. In this part of the process, data is used not only to improve our service, but also to assess the value of the interventions and decisions we make on behalf of our clients. This continually informs our team and clients that their budget has been spent well, and that efficacy as well as expected return on future tactics have been improved. 4. Predictive scenarios (what if?) The previous three data-driven activities form the baseline for predictive scenario building and planning. If you integrate data throughout the process, you have constant benchmarks to assess how field work can be further optimised. By this point in the process, we have an enormous amount of retailer and brand data that we’re able to combine, and can begin to integrate predictive analytics into our planning to be precise about where future budget goes. Predictive scenarios are informed by test and control projects in-store, allowing tactics to be trialled and evaluated to ensure the approach is providing an optimised ROI. This is key as it is often the small tactical tweaks that can lead to significant ROI improvements, such as monitoring and evaluating trade marketing spend, investment in promotions and price elasticity, alongside aggregated retailer customer insights. Promotional planning cycles can be arranged to flesh out predictive modelling of scenarios, helping retailers and brand owners make informed decisions. Our category and insights capability coupled with our space planning services lay out the roadmap to growth. We’re the experts in identifying opportunities on the shopper path to purchase, the impact of varied category adjacencies, range assortment and segmentation on shelf. Data and insights continue to fuel our clients’ success at Strikeforce, especially in these unprecedented times. The Covid crisis has proven the value of our data and insights capability, energising our operations and services while delivering optimised results for our clients. It’s a data-driven world in retail marketing, and we’re proud to be at the forefront. SALES & MARKETING 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 OCT, 2020 RETAIL WORLD 65