How to efficiently execute in-store promotions

Not only that, after two or three promotions, team members tend to have various ideas that are not very positive about promotional activities, and even think that the promotional activities are not effective and it is better not to do them. Then, after having the perfect promotion ideas and plans, the key link lies in how to effectively execute in-store promotions. And repeating simple things over and over is the key to effectively executing in-store promotions. Efficient promotion execution includes six links, and whether each link is implemented in place will have a direct impact on the results of the promotion execution (see the figure below). Simplicity and standardization are key factors to improve the efficiency of in-store promotion execution. When designing a good promotional activity, in addition to satisfying the brand's sales growth, we must also consider whether the brand image will be affected and whether it will bring direct benefits to retailers. The most fundamental thing is whether it will bring direct benefits to shoppers. Benefit. Therefore, before designing promotion activities, it is necessary to fully understand the needs of shoppers and develop a promotion plan that suits the needs of shoppers. Otherwise, no matter how efficiently the in-store promotion plan is executed, it will not attract shoppers to actively participate. At the same time, consider whether it’s easy for shoppers to participate in your promotion. Promotional communication From the introduction of a promotion plan to its final execution, at least four links are required: communication between departments at the headquarters, communication between the headquarters and retailers, communication between the headquarters and local branches, and training of promoters in each region. If there is a deviation in each link's understanding of promotional activities, then the final promotional results will also be biased (see the figure below). Therefore, standardization and simplification are important ways to improve the efficiency of cross-department communication. Resources in place It can be seen from the promotional communication link that promotional communication needs to go through multiple links, so the availability of promotional resources also needs to go through multiple links. In particular, dealers and retail stores need to pay special attention to prevent the discounts given to shoppers from being usurped by intermediate links. Most sanitary napkin brands have conducted bundling (buy one, get one free) promotions. However, during the retail terminal execution phase, they found that the products were dismantled and sold separately. Not only did they not provide discounts to shoppers, but they also wasted a lot of resources. Reducing resource circulation links and minimizing losses in this process will provide important resource guarantees for improving the efficiency of in-store promotion execution. In-store Execution This is the key link for promotional activities to achieve the desired results. Generally speaking, in-store execution elements include eight aspects (see the figure below): Overall, promotional activities have the weakest impact on shoppers' purchases, and the efficiency of in-store promotion execution is mainly reflected in the other seven aspects. So, does every element have to be implemented in all stores to be considered as efficient in-store promotion execution? The most important thing is to determine which key factors can best improve the efficiency of in-store promotion execution. At the same time, the execution standards related to these factors should be simple, standardized, and easy to understand and implement. For fast-moving consumer goods, shoppers’ brand loyalty is on the decline, which means that a combination of several key factors can effectively influence shoppers’ decisions at the terminal. Distribution and display: How many specifications of products are there for shoppers to choose from? Shoppers will make vague judgments about the brand based on the distribution proportion and product specification options. Usually, the larger the product display area, the more powerful the brand will be thought by shoppers to be able to meet the different needs of shoppers. To a certain extent, this also shows that the stronger the brand, the more trustworthy it is from shoppers. Position: In which area should this category be placed? In what other areas can it be placed? That is, how to maximize shoppers’ exposure to your brand and specific products. If your product is non-essential, shoppers tend to buy it impulsively. Therefore, you need to consider placing your product near the checkout, which will help shoppers make a purchase. If placed outside the entrance, shoppers may quickly change their minds after traveling a long route and being exposed to other products. For example, chewing gum and batteries are impulse purchases. People often ignore this need when purchasing other household products. Therefore, Wrigley chewing gum places a large number of products at each checkout so that shoppers can easily access them, and uses display, price, promotion and other factors to stimulate shoppers to make impulse purchases. According to the survey results, only about 40% of shoppers planned to buy chewing gum before entering the store, and about 50% of those who bought chewing gum did not plan to buy chewing gum in advance, but ended up buying chewing gum.

Personnel: The role of the terminal brand promotion consultant is not just about on-site promotion, but also reflects the brand image. Shoppers' perceptions of brands and products are largely influenced by terminal promoters. Therefore, we can see that more and more brands attach importance to the recruitment and management of terminal promoters. However, it does not mean that having promoters can quickly improve the efficiency of in-store promotion execution. Instead, we need to pay attention to the following points: let promoters clarify the purpose of promotional activities and specific operating standards; provide promoters with the most critical information that affects shoppers' purchasing decisions. Training on influencing factors; providing promoters with the most intuitive tools so that shoppers can intuitively compare with competitor brands and products, and persuade shoppers to make purchasing decisions on the spot. Youshi Marketing Management and Information Technology Co., Ltd., where I work, once provided services to Shengyuan Dairy and helped Shengyuan Dairy make huge improvements in in-store promotion execution. We have clarified the following aspects: Three major directions: more distribution, better locations, and larger presence. Provide efficient training: shoot training CDs for terminal promoters, and clearly tell promoters how to display to meet the standards. Provide efficient tools: Based on shoppers' concerns about infant milk powder, we make standard introduction materials on the main features, ingredients and specific data of our products, and provide national quality qualification certificates. In 2003, Shengyuan Dairy's sales were 360 ??million yuan, which rose to 1.46 billion yuan in just three years.