That may sound very obvious but success in distribution starts by being on shelf. If your top products don’t make it to the aisles of supermarkets, all your innovation, production and sales efforts will be worthless and you can tell goodbye to the beloved “moment of truth”. Making it to the shelf, preferably at eyesight level, is the primary mission of sales teams and the literal application of your placement P. Nowadays that also means paying a lot of attention to one concept that is coming in fast and quickly sending us all back to the drawing board of distribution strategies: omnichannel distribution.
To us professionals of the FMCG world that may sound like an overheard concept, yet if you ask the oxford dictionary you are still being redirected to “no exact match found” page.
Well then, what is omnichannel?
At POS Potential we feel good about the following definition (take a deep breath before reading):
Omnichannel: a customer-centric distribution strategy that puts emphasis in a deep understanding and definition of a brand’s target market/buyer persona by which a brand makes its products available where its customers are shopping, delivering a unified and personalized experience across the channels where it is present.
Wow…raise your hand if you read that twice…raise both hands if you read that thrice!