Presenting: IntelliShelf

PMR IntelliShelf is a combination of technological infrastructure developed over 30 years, where it allows us to connect with the shelf to understand fluctuations in the presence of products, availability, promotions, space, among other metrics.

After major advances in information capture and intelligence programming with the shelf, not only can we provide accurate data that helps our customers and all stakeholders, but now PMR IntelliShelf has the ability to integrate better with new data management capabilities to help your organization execute the opportunities on the shelf.

With PMR IntelliShelf your company can identify and execute sales opportunities that help improve your product and brand at the most important place in the distribution chain, the shelf.

Product availability is a big enemy to sales. Every time there is an out of stock, hundreds, even thousands of dollars are lost. Many consumer product companies implement trade marketing innitiatives to boost sales and improve overall performance. Trade marketing focuses on sales fundamentals, such as Distribution, Availability, Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing develops market strategy aligned with brand strategy. In order to deliver sales volume and value, trade marketing support sales forces with well-designed fundamental enhancement plans.
In recent years, studies have shown that for every point of out of stock you lose about half a point in sales. It is a real opportunity and it is imperative to understand consumer behavior, client ordering behavior and out of stock incidence in order to capitalize in this opportunity and prevent loosing sales.
For all reasons mentioned above, PMR has existed for over 30 years by identifying product availability situations and trade marketing opportunities through it’s enhanced sales fundamentals dashboard and analysis systems called IntelliShelf. We understand that there is an opportunity on implementing our IntelliShelf program that can integrate trade marketing stakeholders and become the Retailer and Supplier’s best allied by fostering growth and efficiency.
Currently, our system operates in Puerto Rico, Trinidad & Tobago and the Dominican Republic. According to Stratistics MRC and Markets and Markets, the Business Analytics Market is estimated at $44.5 billion in 2015 and is expected to reach $71.1 billion by 2022 growing at a CAGR of 6.9% from 2015 to 2022. We have the opportunity to tap this market with a sales fundamentals tool capable of providing onsite information targeting trade marketing and sales fundamentas such as out of stock and product availability.

In summary, there are
two opportunities:

  • 1.Improve overall product availability to increase sales
  • 2.Integrate available technology to enhance our IntelliShelf analytics with more metrics and offerings for current clients.

Trade Marketing Info:

Current trends in trade marketing

Shopkeepers and retailers are becoming more and more profit margin oriented. They seek to extract maximum margins from one company, by quoting higher margins being given to a competitor company
A current trend in trade marketing is the focus on customer data. According to a research conducted by Deloitte in 2016, digital experiences and interactions influence customer spending. This tendency has been noticed by retailers and it has affected their strategies. Retailers focus their efforts into e-mail, mobile and social media marketing activities in order to deliver personalized consumer experiences. Therefore, marketers have to create comprehensive trade marketing strategies that will be based on customer data, aimed also at the delivery of personalized customer experiences which influence sales and purchasing behaviors..

Shopper Marketing

Shopper marketing may be included in trade marketing, therefore the shopper being another target for trade marketing managers, while it can also be considered as a separate discipline. Some of the activities to increase demand at shopper level include setting the right planogram, price announcements such as inserts, use of point of purchase materials, alternatively called promotional material.

KPI Trade Marketing

  • Active customer base - distribution, sales outlets which buy products of company
  • Middle order from a sales outlet
  • Share trade shelf
  • Fullness on trade shelf
  • Regular presence of must stock
  • Right representation planograms
  • Accommodation POS
  • Additional space for products of company
  • Lack of OOS
  • Low level of commodity rests
  • Knowledge about product in sales outlets

References

“The new digital divide”. Deloitte Insights. Retrieved 2018-07-01.
Sands, Mike. “Why Customer Data Is Trade Marketing’s New Currency”. Forbes. Retrieved 2018-07-01.

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