FMCG
What Is Retailer Retention and How Can FMCG Brands Improve It?
An FMCG brand can have a strong product, competitive pricing, and a wide distribution network, yet still struggle to grow if retailers do not keep ordering from it.
A retailer may start with a few products, place regular orders for several months, and then slowly reduce purchases. Sometimes the reason is obvious, such as poor availability or delayed delivery. In other cases, the problem is l...
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Distributor Management
What Causes Inventory Imbalances Between Distributors and Retailers?
A distributor may have plenty of stock in the warehouse, while retailers in the same market are struggling to get the products they need. In another case, a retailer may keep asking for a product that appears available in the distributor's records, only to find that the actual quantity is muc...
September 27, 2026
Sales Transformation
What Should Managers Do When Reps Skip the Sales Process?
A sales process is supposed to keep field execution consistent. A rep follows the beat plan, reaches the right outlet, checks stock, talks through requirements, captures the order, logs the visit, and moves on to the next stop. Follow those steps consistently, and managers can compare territories...
September 24, 2026
In-store Execution
How Can FMCG Brands Measure the Effectiveness of In-Store Promotions?
An in-store promotion can look successful on the surface. A retailer agrees to a display, a discount gets communicated to the sales team, promotional stock ships out, and the field force reports the activation happened. None of that actually proves the promotion worked.
The harder question is ...
September 24, 2026
Trade Promotion
Why Do Trade Promotions Fail at the Retail Level?
A promotion can look perfect on paper: the discount is attractive, the retailer agrees, the sales target is ambitious, and the campaign goes live. Then something happens between the plan and the shelf.
The price never gets updated. The display never shows up. The promoted SKU runs out of stock...
September 23, 2026
