Mark Elston, Strategy Director at the multi-award winning sales solution agency Powerforce GB joins Adam today. He explains how CPG brand owners like Molson Coors, Haribo, Nestle, Tetley (Tata) and Pladis (formerly United Biscuits with brands like McVities) use collaborative sales and merchandising to grow sales in the retail trade.
He describes how technology is able to bridge the gap between the physical and digital worlds - for example, Lenovo buyers often look online before touching and feeling a brand in store. UK retailers, faced with new HFSS regulations (High Fat, Salt and Sugar) have adapted to use more shelf space to present Digestive Biscuits (hey US listeners, that’s like graham cookies, only better). And how crunching EPOS and merchandising data can help predict sales increase.
Of course, it’s a people business. Mark explains how they train and motivate staff to deliver on the brand promise - and then measure how they make the experience a success.
Finally, stay tuned to hear Adam’s terrible dad-joke Haribo/Molson Coors mashup!