The biggest challenge for most consumer packaged goods (CPG)/fast-moving consumer goods (FMCG) companies is retail execution. In fact, the average CPG/FMCG company loses over 20 percent-plus of total sales opportunity and is at the highest risk of getting product removed at retail due to issues occurring with retail execution.
What Is Retail Execution?
Retail execution is ensuring the product is on the shelf how it should be at all times. Emerging brands historically have focused on new gaining distribution to drive sales. Established brands have historically focused on new product launches as well as price and display promotions to drive more sales. Although these two functions are critical to CPG brands, it’s actually retail execution that presents the biggest challenge. Those who solve this challenge the best not only achieve the highest sales velocity and profits, they also are able to sustain long-term competitive advantages and overall market share leadership over their similar competitors.
Why Is Retail Execution a Challenge for CPG/FMCG Companies?
Managing at store level across a scattered distributor and retailer network can be very challenging. Very often CPG/FMCG companies lack consistent data measured in a meaningful and actionable way to do much about it. As the adage says. “If you can’t measure it, you can’t improve it”. The other reason retail execution is such a challenge is that the impact of poor execution is often largely underestimated. If you look at out-of-stock and poor store condition rates, and not just measure the impact of a particular loss sale, but also the potential impact of losing a recurring sale if someone instead chooses to buy your competitor, the retail execution sales loss figures can actually be higher than new distribution or new promotional sales lift figure in total.
What Can CPG/FMCG Companies Do to Improve Their Retail Execution?
Ready to prevent lost sales and unlock new ways to grow at retail execution? Contact Wiser to learn how we’ll help you gain a competitive advantage and drive focused action.
Editor’s Note: This blog was originally published by Shelvspace. Shelvspace was acquired by Wiser Solutions in early 2021 and this blog has been revised and repurposed for a global audience.