For companies operating in the these sectors, it is paramount to start from a carefully planned trade marketing strategy, which must make the product attractive first of all to the retailer, so that he can better present it to his customer, the end-consumer. In these spheres, sales people assume a very important role: not just measured on sell-in, sell-out, product and stock rotation for the customers they follow, but they must also provide trade marketing with all the necessary information to build customised offers and promotions for the channel, on the basis of sales history (for a given period/product), corrected by potential estimates and previsions.
To be more effective in specialty stores, a sales application must feature 3 distinctive elements:
1. A carefully planned sales course: salespeople follow a sales itinerary accurately studied to present retailers/supervisors with assortment purchases aimed at a given point of sale and depending on category, sellout (foreseen or recent), geographical position or demographic customers’ features. The presence of multimedia information such as images, videos and 360° product vision, together with traditional records, produces greater attractiveness for the retailer in terms of store positioning and increase of sales volume and average receipt amount. In this way, final customers have a much greater perception of the product benefits.
2. Promotion mechanics aimed at supporting sales people: when the sales person presents the article, the application makes it possible for him to get info on the current promos for that item and for that particular customer (with logics targeting at customer typology, latest purchases and store stock), apply them and receive suggestions on possible options, bearing in mind objectives on marginality per product, order and customer in the canvas considered.
3. Support on product display management at the point of sale: the application allows users to conduct a census of the goods displayed, detect competitors’ products, collect photos and record optimization actions for shelf management in a specific store, managing returns or proposing discounts for shelf substitution/renewal and facing increase.