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 what happened after execution. Did the promoted SKU sell above its normal baseline? Did the promotio...
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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
Distributor Management
How Can Field Sales Teams Improve New Product Distribution?
A new product can have everything going for it: strong packaging, competitive pricing, retailer promotions, and a well-planned marketing campaign, but it still struggles to sell if it never reaches enough stores.
For field sales teams, the challenge isn't just getting retailers to place th...
September 23, 2026
FMCG
What Is Inventory Turnover and Why Does It Matter for FMCG?
For an FMCG business, having products in stock is only part of the job. Those products also need to move at the right speed.
A distributor carrying too much stock may have money tied up in unsold products. A retailer with slow-moving SKUs may eventually face expiry or reduced shelf space. On t...
September 22, 2026
Sales Transformation
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Why Do Sales Reps Spend Too Much Time on Non-Selling Activities?
A field sales rep's real job is meeting customers, building relationships, generating orders, and driving revenue. Yet on a lot of sales teams, a big chunk of the workday goes to activities that don't directly contribute to any of that. Traveling inefficient routes, filling out reports, c...
September 22, 2026
