Merchandising Online- Is there a secret recipe for how to sell an invisible product online?
No. We are sad to say that there is no known solution nor secret recipe for that. No-one is going to buy a product online if it isn’t there. Sorry.
That’s why making sure a product is visible to consumers should be the most basic requirement of any retailing activity. Online more than ever. Despite this, a recent study found that, on average, FMCG suppliers only have 60-80% of their products visible at their online retailers. Even when shoppers are actively searching for their specific brand or category. So clearly this basic requirement is harder to fulfil, or a lower priority, online than it ought to be.
This valuable insight was shared in a White Paper from category and shopper management specialist Bridgethorne (UK) in early February 2018. According to this report, too many suppliers fail to check what is happening to their products online the way they would in a bricks-and-mortar store. And because they’re not looking for it, they aren’t realising there’s a problem and therefore aren’t investing in putting things right.
This shows that all these suppliers and brands are missing out on a massive sales opportunity that’s there for the taking – both in terms of revenue and market share – if they could only find out where they are unlisted (and thereby invisible) and sort it out.
And this study only looks at FMCG suppliers in the UK. What about invisible products in other markets and industries? If we went looking for it, we would probably see a similar problem wherever we looked.
We believe it’s a waste for suppliers and brands to risk not being visible and not being sold online, when there’s a solution out there. We can’t help you to sell invisible products, but we can easily scour the online retailer landscape to find the needle in the haystack and help fix the problem by ensuring that your products are visible where and how they should be.
Please drop us a note if you want to know more and we’ll be happy to help.
The global Detail merchandising online team
Our solution for merchandising online is probably the most targeted solution in the market for sales and marketing teams, built to embrace this specific challenge – seeking out and finding lost sales opportunities online, fixing them and winning overall sales. With our state of the art technology, we currently cover 50 countries all over the world. Read more @ www.detailonline.com
In celebration of CPM’s brand refresh and new website launch last summer 2017, CPM Barcelona decided to run three employee competitions… Read our “Budding Blogger” winning article from Michelle on working in a multicultural environment at CPM!
Multicultural, Multicolour – by Michelle Figueiras Chen
Looking to your right; an Italian stands up from his chair and gestures in the air while explaining to customers the best and most efficient way to solve their problem. Looking to your left; a Spanish speaker, you are not exactly sure from where, laughs with some colleagues at a random GIF that shows up after successfully closing five cases and making five customers happy.
Your working place is as important as your home, after-all you spend many hours there. Working at CPM you are lucky enough to hear more than 8 different languages and have multiple nationalities converge in a space dedicated to receive calls from every corner of the world. Working in this multicultural environment can be one of the most enriching experiences you can have.
There are some obvious advantages to being in such an environment. As an individual you can learn from other cultures and you will sure be motivated to acquire new skills. For instance, being surrounded by French speakers one day you become interested in the language or you become friends with a colleague from Russia who teaches you how to cook traditional food. Also, there is a component of self-discovery. It is known when we are confronted with different beliefs and customs, we can actually start questioning our own preconceptions and habits.
There are other positive aspects and many of them are related to teams and their performance. Highly diverse environments have the potential to increase creativity. Nothing new comes from talking to people similar to you, it is like hearing an eco. Being in a place where people come from different backgrounds allows teams to bread new ideas. Innovation and diversity are two terms that should always go together.
Problem-solving is another task that can benefit from multiculturalism in the workplace. Different people will have different approaches to tackle an issue and when you find yourself stuck without a solution, asking others that will see things differently can help you find that out of the box thinking or that workaround to a problem.
Also, companies benefit from diversity in the workforce. At CPM, it is key that employees have the ability to connect and communicate with different cultures and languages to give a better customer service. But also sends a strong message of non-discriminatory policies, projecting the culture and values of the company.
Company, employees, customers and teams are all positively affected by a diverse working environment. When you enter CPM the first thing you’ll notice is how colourful the place is, working there you realize their people are just as multicoloured.
Written by Michelle Figueiras Chen,
Airbnb Customer Experience Specialist
Oct 13, 2017 – At last night’s 2017 POPAI Marketing @Retail Awards, Microsoft and their agency partner – Retail Safari – were awarded the “2017 Field Marketing Excellence Award ”. The industry event is dedicated to celebrating and recognising the innovations of retail and shopper marketing across Australia.
“We are incredibly proud to receive this esteemed award,” said Michelle Casey, Channel Marketing Lead, Consumer Channels Group, Microsoft Australia. “It’s recognition of the robust work we’re doing in-field and a testament of our talented in-field Microsoft evangelists who are 100 per cent committed to delivering compelling customer experiences that drive demand and sales across our entire ecosystem.”
Awards were presented in several retail marketing categories. Microsoft was honoured among leading national field marketers for demonstrating excellence in innovation and implementation of a retail campaign that successfully influences and enhances the shoppers’ journey.
“We are proud to be a collaborative partner with Microsoft,” says Louise Mockler, Group Account Director at Retail Safari’s Sydney office. “It’s always been an honour to be in a strategic partnership that not only meets and exceeds business objectives but earns Microsoft recognition within the industry and community.”
POPAI is the only global, not for profit industry association exclusively advocating for excellence in shopper and retail marketing. With more than 45 offices and 1700 member companies worldwide, POPAI brings global best practice intelligence, resources, recognition and networks and to their members.
Click here to see 2017 POPAI winners.
Leadership #IWD2018 by Lorraine Butler
International Women’s Day creates time in our busy lives, for awareness and reflection on women’s efforts and achievements. It reminds us to stop and reflect on the progress women have made, our contribution and our successes. In turn, it reminds us to continue our future strides to create future success both individually and collectively.
Personally, I have very seldom been comprised in my career because of my gender. That is not to say that I have not seen others (of both genders) who have been less fortunate. I have always taken the approach of the ‘best person for a role’. However as I have matured through business and life, I see that personal circumstances have to be considered and accommodated in order to help the best person be the best they can be. My management team live by this philosophy and I ask that we seek out leaders in all layers of our business who will embrace this philosophy. This philosophy doesn’t happen by accident, it takes time to nurture, develop and appreciate.
The principles of leadership can be taught yes, but it takes a person with leadership inherent in their personality and DNA to truly and naturally lead and embrace leadership principles. I believe leadership can be improved upon and learned over time, even for those who don’t have a natural leadership tendencies. But in order to become an effective leader, one has to truly want to lead, for the right reasons and needs to believe in the cause – only then will you win trust of your people, which is an absolute requirement of effective leadership. And of course you have good and bad leadership; The concept of Shadow Of the Leader is something I have always embraced – being mindful of the shadow that your leaderships casts, considering others are likely to follow in the same steps.
People skills are critical to any leadership role in our organisation. Our greatest asset is our people and leaders at all levels need to continuously inspire and motivate our employees. Good empathy and intuition are important skills – and knowing when to dial up or down each. In order to lead teams, you have to build a good team around you, realising that often others on your team are better at certain things than you yourself are. A good leader will show the potential to embrace diversity within a team and take ownership of developing their people – where people grow, business grows.
My advice to women today at all stages of their careers – Anything is possible ! Whatever you want to achieve, it is achievable, but you are responsible for your own journey and destination. Surround yourself with good people. People you instinctively trust and can learn from. Regardless of whether you realise it or not – every day you are being interviewed! Do what is expected of you in your current role with excellence, but adopt practices and behaviours of the role you want next! Work to identify and secure a mentor who you respect and will learn from – but ensure to take heed of their advice –they haven’t achieved the success they have without learning a thing or two along the way – so listen, observe and action on their guidance, it will speed up your journey to success