Consumers have an everwidening choice of products, many with a daunting array of features and functions. As a consequence, retailers increasingly rely on below-the-line activities to promote products at the point of sale. The effectiveness of these promotional efforts is determined not by how well they are designed, or how good they look when presented to the marketing director, but by how well they are implemented in the only place that matters – in front of the customer.
SCG helps organizations to assess the compliance of distributors and retailers‘ operations to company‘s standards thereby identifying in-trade marketing opportunities.
SCG Field Marketing programmes focus on effective implementation, so helping to ensure that merchandising activity generates maximum consumer interest – at the point of purchase – in a product‘s benefits, and ensure that assisted selling converts that interest into sales.
Auditing and Visual Display Checks
Auditing is an essential element of compliance. It covers:
- Ensuring 100% outlet compliance, such as for POS installation or stock change
- Ensuring equipment is working
- Ensuring availability of literature and other materials
- Ensuring compliance with price changes, special offers and promotions
- Ensuring brand standards are implemented Visual display checks are used to ensure legal and code of practice requirements for POS materials are met
Promotions and Sampling
SCG Field Marketing expertise includes the planning, execution and management of promotional and sampling activities, from one-off leaflet drops to nation-wide customer recruitment drives.
Distribution and Warehousing
The late delivery of product and other materials to point-of-sale can cause delays to promotional and merchandising activities. SCG Field Marketing provides the logistics support to ensure 100% in-store availability.
Includes Staff Training – The launch of new or enhanced products often needs to be supported by a sales training campaign. SCG Field Marketing staff can provide the expert temporary resource needed to cover the features, benefits, and sometimes the mechanics, of the product.
Whether it‘s an expensive advertising campaign or simple curiosity that brings consumers to your door, once in-store, it‘s the impact of merchandising and knowledgeable, helpful staff that converts awareness or interest into a purchase decision.