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CPG Team Management, Technology, Field Sales

Drive to Growth '22 with Repsly: Outlook for Retail Execution Teams

At Repsly, we’re constantly thinking about how we can continue to provide additional value to CPG brands and their field teams to win more at the shelf. In the Drive to Growth series, we break down some of the largest trends and opportunities impacting the retail space in the new year.


Here at Repsly, we surveyed 100+ CPG executives and field leaders in our 2022 Outlook for Retail Execution Teams on the decisions and strategies crafted in 2021 to shift retail execution plans, and how these brands leveraged various field team models to deliver on retail success.

We’ve brought in brand expert and Chief Customer Officer at Repsly, Matthew DePaolis, to bring valuable context to the key trends highlighted in our industry report.

Watch the full video below to find out Matt’s reactions to the data, what it means for field teams in the new year, and how your team can achieve its goals in 2022.

 

 

What findings from the report jumped out to you?

MDP: In my conversations with brands and service providers across the industry… across the board, Safety is the top priority. This aligns with the report's data where executives are seeing fewer visits and reduced scope.
As I’m reading the report, immediately I try and think of a time when teams have had as many major challenges at once. Three major changes at once…. Changes to consumer buying behavior, disruption to the supply chain, and one of the most challenging labor markets the industry has seen.

 

Can you dive into those three challenges a bit for us?

MDP: 1. Change In consumer behaviors and preferences. Fewer trips, bigger baskets, less time at the shelf w/ greater willingness to try something new when they can’t find what they are looking for.

2. Disruption to the supply chain… whether you can’t produce enough product to keep up with demand b/c of a or can’t get it to the shelf on time.

3. All compounded by a challenging labor market for retailers, brands & retail service providers alike.

Looking at those three challenges, they are all linked. And you can make a case that the labor market is at. In a way, they can all be traced back to the labor market.

 

What does this mean for field teams in 2022?

MDP: 1. The data tells us that COVID isn’t forcing folks to do unnatural things; executives are not downsizing teams or investments.

2. Change equals opportunity. There’s opportunity whether you're the large incumbent or the fast-growing disrupter. NOW is the time to gain market share; get a leg up on these challenges.

 

What questions come to mind when reviewing the report?

 MDP: Immediately I wonder what the data looks like for large established brands verse fast-growing brands looking to disrupt. The 2 different market positions drive the GTM planning:

  1. Established brands boxing out… focused on basics (focused product footprint); solve problems focus (OoS). Likely investing more of their time on Merchandising activities.

  2. Disruptive brands looking to take advantage of supply chain issues; likely spending the majority of their time selling.
 

How do teams achieve their goals in the new year?

MDP: Back to basics… focus, focus, focus.

  1. Focus on people. Make sure you have the right team.

  2. Focus on setting goals and making sure your team is aligned with visibility.

  3. Focus on the right accounts… Many of our customers use the beginning of the year as a time to assess their coverage model…  just last week, I was working with an Category Leading Brand to input a Gold, Bronze, Silver prioritization system.

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Ben Weiner

Ben is Repsly's content marketing manager, focusing on digital storytelling through blogs, video and podcast production, and social media. He recently served as Bullhorn’s senior content marketing specialist and is also the founder of InVision Media, a video production company that helped small businesses promote their message. Before joining the workforce, Ben was the captain, president, and social media manager of the men's ice hockey team at the University of Maryland. In his spare time, he enjoys rollerblading with his dog Chewbacca, watching the Boston Bruins, listening to classic rock, and playing competitive games of Settlers of Catan. Follow Ben on Twitter: @bennybyline.

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