What are retail executions, and why we keep an eye on them

appJobber has developed to become one of the preferred tools for manufacturers to understand the possibilities and actual data of their retail execution. So we will today try to understand what is so important about this managing strategy for the sell-out.

Displaying products in the point of sales
Displaying products at the point of sales

What is Retail Execution?
Retail execution is understood as the execution of sales strategy at the point of sale. The aim of Retail execution is basically to have the right products in stock, at the right place, at the right time, with the perfect price.

These activities include promotional activities, retail audits and proof-of-performance information. Most manufacturers of consumer goods have little or no control over how their products are displayed in retail stores, this has a considerable impact on the saleability of their products. It is difficult and costly to achieve consistency in thousands of stores without being present.

How to collect data in retail stores today
Mobile technology is opening new avenues, now it is possible to get a clear view of in-store activities through a mobile workforce. Outsourcing the data collection to a crowdworking plattform like appJobber, manufacturers can reach any point of sale within a couple of days without deploying its own staff.

This kind of activities can be performed by appJobber users on site:

  • out-of-stock, out-of-shelf situations
  • check trade promotions
  • document facing and pricing
  • Surveys and Audits in Store

  • Data collection in retail stores, reporting and data follow up are now, with mobile technology, more accessible and cost-efficient than ever before. The benefits are clear as companies can achieve faster and better retail execution and are able to place their product to the right place at the right time.

    As Dr. Jonathan Golovin in an article on CGT once said: “Retail Execution is not a typical business process reengineering program requiring re-organization or capital expenditures. It is a way to leverage new visibility into retail operations to help CPG companies maximize the productivity of their existing resources and systems -- with a tangible ROI and immediate payback. Its implementation often involves the use of operational retailer data to drive collaborative business processes which leverage the CPG's insights to drive action at retail. “ (CGT, 2009, “VANTAGE POINT: The Seven Habits of Highly Effective Retail Execution for CPG Companies, Link)

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