keithfix

Can someone please convince me that Joe and The Juice is not a front for something ???!!!

🚨 My name is Jonathan Treble. I'm a father, business owner, and the Democrat ready to flip Arizona's 1st and bring back real leadership to our district. This race will be the closest race in the country. I'm running for Congress to put the people of Arizona first.

Truth is, Poppi did a great job of ramping up their retail execution to receive this outcome of a $1.5B exit to Pepsi. But what exactly does that mean? How did they get a seat at the table with big retailers in the first place? The answer lies in product merchandising. Getting hands dirty, moving stock, building displays. Below is a framework for merchandising that I have found helpful for sales reps to refer to. Successful CPG brands in retail know they need to build displays to improve sales and build brand awareness. This creates a virtuous circle where consumers seeing the brand multiple times in store creates brand awareness, gives legitimacy to the brand, attracts product trial and generates more sales. The old maxims of “stock sells stock” or “pile it high and watch it fly” are true. But sometimes sales teams can get a little lost on what is most important, so it is helpful to create some best practices to follow. If you have the resources, you can create template displays for sales reps to follow, with point-of-sale material to match. But sometimes early on you might be low on resources, or maybe it is not possible to execute what is planned. Perhaps you can only get a very small space, the extra space is shelved so you can’t build a big display or it is in a refrigerated location. There are so many unforeseeable obstacles in the field, you can’t account for all of them. In these instances, it is helpful for your sales team to still have a set of principles to refer to. Here’s a framework I have found to be helpful: 1. Anchor – If you can anchor the position with a permanent stand, a fridge, a shelf tray, or anything significant that feels like it is supposed to be there, your product is far more likely to retain this position in store. 2. Stock weight – You need to agree with the retailer to bring a sufficient volume of stock into the store ahead of time. If there is too little stock on the display, it will not present well and will be more likely to be dismantled and removed by the retail staff before you return. Stands and fridges will sell a lot more stock than you might expect, so load up and make sure there is extra stock on hand in the storeroom. And that the minimum stock level set in their system is higher so that reorders are generated by their ordering system without getting too low on stock on display. 3. Price – Have the display correctly price ticketed. You will probably need to go to the back office with one of the employees to have some tickets printed out. This is important for many reasons, one being it will be more likely to be replenished by the retail employees in the evening. 4. Flourish – Make it interesting! A pile of stock is ok, but retailers love some in-store theatre and shoppers like it too, it reflects well on the brand to go to some extra effort. Most importantly, sales reps need to be in regularly to replenish the stand and keep building the relationship with retail employees in order to retain the position. After all, the longer you can retain a retail display, the more you will sell. And the impact of these initiatives across many stores has a compounding effect with consumers. It will also skew the cumulative retail sales data that buyers review when making ranging decisions. The value these efforts can bring to your business is hard to believe until you experience it first hand. It's a long road that needs to be executed consistently. But it's worth it. Congratulations to all involved at Poppi.