Nothing happens until customers buy your products. They can’t buy what they can’t find. Your retail execution needs to be flawless. Scorecards and KPI’s are the best tools to ensure flawless merchandising, distribution, promotions, and sales excellence.
Welcome. Today’s story is about the shopper, more specifically about the shopper journey. Let me ask you a question before we get started. How much time do you spend obsessing about your customer’s journey? If you’ve been listening for a while, you know that I obsess about the customer journey all the time. Let’s be honest, really honest, if no one buys your product, you don’t have a brand. If you don’t have sales and retailer A, then you don’t have a compelling story to get your product in distribution at retailer B and so on. The point is this, nothing happens until someone buys your products and customers can’t buy your products if they can’t find them. Sounds pretty simple, but this is something that a lot of brands overlook. You’ve got to be available wherever your customer shop and getting your product and distribution in the wrong stores where your ideal customer doesn’t shop, that’s not good for you either.
My point is this, we need to obsess about the customer. We need to back up and put their shoes on and look at our product and what it takes for them to buy our product from their perspective, not our perspective. This is what I’m getting at. A lot of people think about selling their product and they think about it from their perspective, not from the customer. So what I mean by that is if you walk into a store and you have to go on a scavenger hunt to find your product, your customer does, well, a lot of times customers aren’t going to do that and you lose out on that sale, and sometimes it’s nearly impossible to get that customer back. You’ve heard me say time and time again, you never get a second chance to disappoint a customer.
So when I talk about the customer journey, I’m talking about actually knowing who your core customer is. This again is something that a lot of brands pay lip service to. My customer, oh, it’s a female. Well, not all females are the same. Not all males are the same. My point is that you need to really understand intimately what your customer looks like, not the customer that you hear from a generic focus group, et cetera. How does your customer buy your product? How do they evangelize your product when they take it home and share it with their friends? What is your ideal customer’s journey look like? How do they buy the product? When they take it home, how do they share it with their friends? How do they evangelize it? How does your brand become a part of their daily routine?
After all, that’s the goal, right? To get customers to come back again and again and again. Well, you can’t get that. You can’t have that if you don’t understand how your customer buys your product. Now, where I’m going with all this is retail execution, flawless retail execution is the fastest path to sales success, and one of the key reasons that most brands fail is because they don’t do this right. In other words, a customer goes into the store to find your product and they can’t find it. It’s priced too high or it’s out of stock or it’s damaged or something. Remember, your product has your name on it. It is a representation of your brand.
How do you want customers to think about your product when they buy it? Think about it this way. If you were to go out on an interview, you should wear a suit and a tie and look your very best. Even if you’re digging ditches, you want to put your best impression forward. You want to show your potential employer that you’re serious about the job. Well, the same holds true with your brand. You want each and every customer to know, like and trust your brand, and that begins with how you show up on the shelf and that begins with retail execution, and that’s the primary focus of today’s podcast.
Today I’m going to share with you a really cool tool that’s going to help you be successful, that’s going to help you stand out on a crowded shelf, that’s going to help you make it easy for your customers to find and buy your product. On a side note, this simple, easy to use solution is something that most brands overlook or pay lip service to. This is the simplest, easiest thing that you can do to be successful and hold people accountable for your success. It’s called a scorecard. A scorecard is a tool that you can use for almost anything. For example, project management. If you’re going to go into production, when do you need to have the ingredients arrive? When do you need to have the right number of people in place to be able to support your production? How much packaging do you need? Think about all the things that go into making your product.
Well, a scorecard is also a great tool that you can use to help you get your product into retail, especially if you’re leveraging a broker or someone else on your behalf to help drive sales.
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Empowering Brands | Raising The Bar
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