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:
How do teams achieve their goals in the new year?
MDP: Back to basics… focus, focus, focus.
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