The Christmas period is always a crucial time for retail as sales volume tends to rise. The regular news about the situation of retail, with headlines of bankruptcy filings, store closures and footfall dropping makes the holiday season even more important for retailers as they are expecting a lot from the golden quarter.
As consumers won’t be forgiving, it’s essential that your Christmas strategy is executed exactly as planned. But execution & compliance issues in-store will affect the performance of your marketing & promotional campaigns and consequently your sales.
What exactly are those issues and how you can fix them? Keep reading to find out!
1. POS collateral isn’t received
A common problem that our clients are often challenged with, regarding in-store execution, is that the store teams haven’t received something that they need. Stores cannot do what they are asked to because the displays they are supposed to implement are not delivered on time or are faulty...
Very often HQ and regional teams are not made aware of the problem soon enough to fix it and ensure the guidelines or promotions are implemented on time. This is usually linked to inefficient internal processes. For a store to report an issue with the collateral they have received, they have to email their regional manager, who email the retail team who email the supplier, etc. This is a time-consuming process and does not allow retailers to react fast enough.
Here is how YOOBIC helped our clients fix the problem.
They put in place a checklist for the stores to complete a week or two before the beginning of the Christmas campaign. This allows them to validate if they have received the items/materials they need, or not.
If they haven’t been delivered or were damaged, they simply report within the checklist and take pictures of faulty marketing materials for the supplier when necessary. This is received in real time by the regional manager, retail teams at the HQ and sometimes even directly by the supplier so it can be fixed as fast as possible.
This enables our clients to ensure all stores have received the marketing materials for the Christmas season and will significantly improve execution.
2. POS materials cannot be implemented
The second issue our clients often point out is that sometimes store teams haven’t implemented the POS materials because they are not appropriate for their store layout.
Indeed, most retailers have a diverse store network, with different types and sizes of stores. Some have been opened more recently than others and they are often not all equipped in the same way. However, the major issue is that most retailers do not have a clear idea of what each store has. Therefore, when stores receive the guidelines and collateral they realise they can’t implement them where they are supposed to because of a lack of space or because it doesn’t work with the layout of their store.
To solve this issue, retailers should have a clear and up-to-date database of their stores (size, characteristics, equipment, etc). This way, retail and VM teams can make sure they send the right collateral to each store so they can actually be implemented. It also allows them to reduce costs, as paying for POS materials that are not used is a huge expense.
To do that, many of our clients have put in place a “Store Qualification Checklist” that they ask every store to complete on a regular basis to keep their store database up-to-date. This way, each store can receive the right collateral, resulting in in improved execution.
3. The implementation is not done on time
Our clients often acknowledge that their store managers receive a lot of communications from head office.
During the critical period of Christmas, it gets even worse. From general updates to tasks to complete, store teams are overwhelmed with information which is often shared via emails or an intranet. This means store teams can access them only from the computer available in the store. As they spend most of their time on the shop floor, this makes it easy for them to miss important information and as a result are unable to complete tasks on time.
This unstructured stream of communication between stores and HQ is often the reason why guidelines or promotions are not implemented on time in-store.
Our clients implemented YOOBIC to solve this specific issue.
As YOOBIC is a mobile application, HQ can share information and updates through the app and they can be sure store teams will receive them immediately in their pocket.
Secondly, through YOOBIC, store teams can easily see the list of tasks they have to complete with a clear deadline and instructions. Once the tasks are finished, they can take pictures to confirm it has been done so the HQ teams are notified in real time and they can track completion of tasks. As it makes it easier and faster for store teams to implement in-store guidelines, it is done on time.
By fixing these three issues, our clients will improve the execution of their in-store campaigns during the Christmas period and ultimately increase sales.
Are you experiencing similar challenges? Request a demo and see how YOOBIC could help you overcome them!