For what purpose the well-known cheese manufacturer introduced a new service for managing merchandisers called effie>? Why did the company decide to move away from the usual IT tools and launch the "pilot" of the new product? What characteristics should the "ideal" IT-development have to possess to really help the manufacturer to increase sales in outlets? Answers to these and a number of other issues were voiced by Vladimir Filonenko, Head of the Trade Marketing Department of COMO Ukraine in an interview with TradeMasterUA.
Retail is detail. This rule is well known by the old-timers and trendsetters of the FMCG market. They know for sure that the lack of attention to trading shelf during a merchandiser’s visit to the outlet shall be very quickly reflected in sales reports. New products, new design of packages, new categories appear on the shelves next to your products every day, brands-competitors in any way try to attract a 100% buyers attention to their goods.