Page 66 - Retail World Tob - May 2020

SALES & MARKETING FROM PAGE 63 with Blueprint comes in. From a field activation planning perspective, we can recommend the stores to be precisely targeted using data we’ve gathered across the business. We’re able to be far more precise and targeted about where to send any resource, as we have a very precise and optimal field coverage plan – rather than it being a one-size-fits- all operation. We house this data in our proprietary software which unifies quoting, project set up and allocation of tasks while managing and measuring it in real time GPS and data capture. It can also process timesheets, billing, and produce customisable real time reports. We also offer in demand planning support, supplying experts that are based in the retailer’s head office. They’re paid for by the brand owner to make sure the stock is in the right part of the supply chain at any given time. These supply chain experts sit within the head office of the retailer, working on the retailer’s system to move around the stock so it’s in the right place, avoiding availability and OOS issues. With our in-store execution, assuming all of that ‘pre’ work is done and the stock is in the right place, we’re able to pull the stock through, get it on the right shelf, presented as it should be, including ticketing, checking for out- of-stocks and, of course, securing and stocking supplementary instore displays to drive increased store revenue. execute in-store, usually at a lower cost than an in-house team and with more efficient, widespread reach. As our core business is executing activities, all our KPIs are married to the results of those activities, so there’s no hiding place and clear accountability. From a manufacturer’s perspective, they’re employing somebody to do a job and it’s clear what the KPI is. What would you say are the key benefits of using such an integrated suite of services? Increasingly, we’re seen as an integral part of the full marketing services mix, and we offer our services in a way that’s connected, so you amplify the ROI. We often help join the related but often less connected departments in our brand owner partners such as consumer insight, shopper marketing, brands, sales and supply chain. Finally, by lacing every single pivotal point with data, then turning that data into insight, it makes you more informed throughout the journey, as opposed to seeing the results at the end. It then becomes self-improving and gets better and better. Is it time to step out? In the ‘Perspectives on retail and consumer goods’ paper, McKinsey indicates most incumbent consumer packaged goods companies have too much resource allocated to initiatives unlikely to drive meaningful growth. They advise those companies to take a hard look at their portfolio and reallocate people to the more promising opportunities. It’s common knowledge that a business should regularly evaluate resource allocation, redeploying or reducing excess when necessary. However, the cloud that is COVID-19 does have a silver lining: the many businesses that have been forced to redeploy or reduce resources by laying people off have the ability to explore outsourcing as an effective alternative approach for sales and merchandising. Innovative companies are always willing to try new things, pushing the boundaries to find how their dollar is best spent. Any brand manufacturer not using outsourced sales and marketing expertise would do well to talk to one of the many excellent outsourcing companies based in Australia. “We also offer in demand planning support, supplying experts that are based in the retailer’s head office. They’re paid for by the brand owner to make sure the stock is in the right part of the supply chain at any given time.” These can also connect the shopper to the out-of-store or instore shopper marketing/experiential work that Extravert has created. Altogether, this drives incremental sales for the store and additional return on investment for the brand owner. In this core service, we’re able to 64 RETAIL WORLD MAY, 2020