As the fight for limited shelf space increases and every single company attempts to make a difference in the stores that matter to them.... nomenclatures like Perfect Stores, Vision Stores, Badshah stores etc. have become quite common. Retailers are incentivised for the shelf space they give for display, for share gain and for meeting targets. Unfortunately, the objective of the program falls through as organisations fail in managing the fulfilment of the program. As a result, most of the retail loyalty programs do not end up meeting the stated objective...that of bringing a smile on the retailer's face.
Where the company ends up missing the plot completely is when the feet-on-street (FOS) sales person starts using the payout as a sales tool as against a retention tool. In fact, more often than not, the sales reps use it to negotiate higher orders from the stores. This leads to lower sales when the incentive is withdrawn. Also, many a time, the retailer is unaware of the exact amount paid by the company as disburser of the amount and negotiator for the scheme is same. Money also gets misused deliberately to meet local sales targets.
At Retail Scan, we realised these systemic flaws long back and have been trying to get the CPG companies to admit and start making direct retailer payout into their account with the right communication.
What Retail Scan Brings to the table:
