Cultivating strong partnerships with retailers is essential for manufacturers and their in-store execution programs. Manufacturers rely on point-of-sale signage, literature, displays, and product samples to deliver their key messages into the marketplace. However, sometimes companies can run into roadblocks with in-store execution, program visibility, and customer support. The following tips provide best practices that you can utilize for improving your channel partner in-store marketing programs.
Program Analysis
Visibility to program performance will allow you to identify cash leaks that reduce your return on investment. Analytics tool can help you gain control of your costs. They can show macro views as well as detailed data tables with cost driver data. At the macro level, business owners should have access to dashboards with inventory on hand, age of inventory, inventory value, value scrapped or destroyed, inventory turns and trend lines in all categories to track progress. At a more granular level, customers need access to the data behind the trends such as which retailers are sitting on the most inventory. There are a number of questions that should be answered and understood in order to enhance the material management and supply process, so that retail customers are getting what they want and the warehouse has the least amount of material on hand needed to achieve this key objective.
Utilize A Centralized Online Ordering Tool
Intuitive navigational controls and online access give store managers access to place orders quickly and easily without significant customer service support. Given the cost benefits of electronic order processing it is essential to have an online ordering tool. These tools can provide customized access levels and order controls for each individual user. The system can integrate with your distribution/fulfillment providers warehouse management system giving you real-time availability to inventory. Automated emails sent to users and business owners provide order receipt and shipment confirmations, tracking numbers, and order issue-alerts.
Customer Service Support
There are elements of phone communication that are conducive to an automated attendant such as location and hours of operation, but it also vital to have highly skilled, knowledgeable and motivated customer service support personnel to interact with customers and other stakeholders alike. Managing customer service expense as a line item on the ledger is a common mistake and drives business decisions that hinder strong channel partner relationships. This is a service that can literally make or break relationships and needs the support of senior management and a holistic view of the customer experience to make it an effective means of serving your customers and your business.
Order Fulfillment
The ability to pick, pack and ship quickly and accurately requires a significant amount of systematized process management and excellent coordination between job functions. Lost orders or missing items can result in lost sales for your company, so it’s important to select a fulfillment company with high level of order and inventory accuracies. Their operations should utilize radio frequency scanning, warehouse management systems, and a continuous Improvement processes.
Want to learn more? You can contact Jay Pepper at ask@archway.com.
About the Author:
As VP of Business Solutions, Jay’s responsibilities include developing applications and new business processes for Archway customers in the areas of materials management, distribution strategy, and ecommerce. Jay has over 20 years in marketing communications, customer relationship management and call center services. Jay was the president and CEO of Dialogue Marketing and the Managing Director for R.L. Polk & Company.