Retail+ for better sales performance

The sales performance of a brand or product is greatly enhanced if the strategy of retailers and manufacturers is implemented at the point of sale.

Recently in one of the neighbouring countries a wafer manufacturer had to react to the efficient promotion campaign of a competitor brand. They consulted the marketing experts of one of their major retail partners and came to the conclusion that they needed to expand their shelf space and use a display that had worked well earlier. However, the manufacturer did not he have the capacity to visit all 150 units of the retail chain to check if everything was prepared according to plan. They chose the most cost-effective solution: they commissioned Nielsen with measuring the shelf space in these units and with checking whether the displays were installed; what is more, Nielsen also analysed if the displays were at the right place (on the main route of shoppers, in the impulse zones). My experience form many countries is that the more precisely the placement plans are executed in-store, the better the sales performance is going to be.