When we launch a new product or propose a customer initiative, we will take into account our customer’s lead-times to make sure that the SKU’s are accepted and listed with our customer. This is planned for our NPD project planning schedule and to ensure that stock is on shelf or available online ahead of […]
Trade Spend Top Tip #3 : Link all customer investment to performance
As a customer manager we may inherit a historical customer category support spend level which includes a set of trade spend buckets considered the ‘price of doing business’ or simply what is considered ‘normal’ in the customer or category. We can optimise our trade spend by introducing and executing a new set of trade […]
CUSTOMERAIDE® Insight : how do customer and category managers learn?
CUSTOMERAIDE® INSIGHT : ON THE JOB, ONLINE AND IN THE TRADE IS STILL THE BEST PLACE TO LEARN Sales and marketing is a fast paced industry to work in. We asked our Key Account, Customer and Category members: “When you want to know something, what do you do?“. This confirmed what we already know […]
Trade Spend Top Tip #2 : Invest in and focus on customer sell out stock
Often we may secure a huge volume order with our customer which on the surface seems like a win, but part of the negotiation will include a locked in level of promotional allowance for the stock ordered. If we structure our trade spend investment based on sell out volumes and not sell in volumes, […]
Trade Spend Top Tip #1 : Customer order cycles should reflect real shopper demand
Frequently order cycle timings exist simply because it’s the end of an order period (i.e. month, cycle, quarter or year end). Changing this behaviour to focus on sell out activity throughout the month, cycle, quarter or year helps to reduce the amount trade spend we invest in and increases our net revenue. If we […]