In today's rapidly changing retail landscape, staying ahead of the competition can be a major challenge. This is especially true when it comes to retail sales, where staying on top of the latest trends and opportunities can make all the difference.
During Repsly's most recent roundtable webinar on the current state of the retail industry and how brands can achieve retail success today, Bobby Romano, the sales director for the Good Crisp Company, explored how his team has been able to build a successful field team and stay ahead of the curve.
Good Crisp is an all-natural, premium canister chip company that has been gaining momentum in the marketplace. Over the past two years, Bobby and his team have not only built up their sales in stores but also built up a field team to help take their business to the next level. With over 15 years of experience building field teams for up and coming brands in the industry, Bobby brings a wealth of knowledge and expertise to the table.
One of the keys to Good Crisp’s success has been their ability to invest in their retail partners. Instead of simply running ads or trying to secure endcap spots, they have found that working closely with their current partners can yield the best results. By doing so, they have been able to increase their sales and build stronger relationships with their customers.
One of the biggest challenges in building a successful field team is determining how to measure their success. Bobby notes that this can be a tricky number, as there are many different ways to evaluate the impact of a field team. Some metrics they use include IRI data, off-shelf numbers, and changes in sales patterns over time.
For those looking to build a successful field team of their own, Bobby advises that it's important to have a clear plan in place before getting started. Too often, brands hire a field team without a specific strategy in mind. In order to see a return on your investment, it's important to know what you want to achieve and have a plan to get there.
In having a field team, Good Crisp has been able to identify problems quickly and take action to resolve them. For example, when Good Crisp was launching two new SKUs last September, their team was able to identify an issue with one of the SKUs as soon as it hit the market. One SKU was out-of-stock almost immediately after being shelved, and the other wasn’t properly scanning so it couldn’t be reordered. Thanks to their quick action, they were able to resolve the issue within 48 hours and get back on track. Bobby explained that without a field team, they would not have been able to catch that error within a month.
“Without a field team out there, the cost to catch those two SKU errors we had would have been incalculable. Instead, our field team caught and resolved the error within 48 hours.” - Bobby Romano, Sales Director at The Good Crisp Company
For Good Crisp, the key to success has really been driving their investment in their retail partners and building strong relationships with their customers. By focusing on their current markets and fostering existing partnerships, they have been able to achieve steady growth and position themselves for even greater success in the future.
"Some of the biggest wins we've been able to achieve with Repsly have been identifying and fixing problems almost the day they’re happening.” - Bobby Romano, Sales Director at The Good Crisp Company
The retail industry is constantly evolving, and staying ahead of the competition requires a strategic approach and a willingness to adapt to changing consumer behaviors and market trends. Watch Repsly's on-demand webinar now on "Urgent Advice Your Brand Needs Today To Achieve Retail Success" to hear insights from other top industry leaders from Basemakers and Nutrabolt on how to gain valuable insights from experts on the challenges brands like yours are facing every day at retail.