Part 1 of a several part series based on the Promotion Optimization Institute TPx and Retail Execution Survey published in January 2016.
One third of consumer goods companies surveyed feel that they don’t execute well at the store level
Regardless of the route to market, consumer goods companies and their distribution partners must be able to execute at the individual store level because if the product is not available, merchandized correctly, and promoted effectively, the consumer will likely purchase from a competitor. Despite efforts to improve in-store execution over many decades, success remains rather elusive. Consumer goods companies themselves tell us at POI that they are not satisfied with their ability to execute at the store level. Specifically, responses to the Promotion Optimization Institute 2015 TPx and Retail Execution Survey published in January of 2016 made this very clear.
Responses to the statement: “(you) are satisfied with your ability to execute at the store level.”
Source: 2015 POI TPx and Retail Execution Survey
The survey questioned 75 consumer goods companies of varying sizes and noticeably absent from the responses is a single assertion that they “strongly agree” with the above statement. Thus, a full third of respondents don’t feel they execute well, while half are only ‘so-so.’ Given these results, POI seeks to improve in-store execution through various methods, including this evaluation.
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