{"id":2617,"date":"2021-10-26T15:15:54","date_gmt":"2021-10-26T20:15:54","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=2617"},"modified":"2024-11-28T14:26:19","modified_gmt":"2024-11-28T19:26:19","slug":"5-tips-for-att-forbattra-cpg-och-aterforsaljarsamarbete","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/5-tips-for-att-forbattra-cpg-och-aterforsaljarsamarbete\/","title":{"rendered":"5 tips f\u00f6r att f\u00f6rb\u00e4ttra CPG och \u00e5terf\u00f6rs\u00e4ljarsamarbete"},"content":{"rendered":"

\u00c4r du besviken p\u00e5 hur ditt varum\u00e4rke presterar i butiker? K\u00e4nner du n\u00e5gonsin att du och dina \u00e5terf\u00f6rs\u00e4ljarpartners inte \u00e4r p\u00e5 samma sida?<\/p>\n\n\n\n

Om du m\u00e4rker att du nickar till dessa fr\u00e5gor, kanske din detaljhandelsstrategi saknar en viktig komponent: samarbete.<\/span><\/p>\n\n\n\n

N\u00e4r CPG-f\u00f6retag och \u00e5terf\u00f6rs\u00e4ljare bildar samarbetspartnerskap sk\u00f6rdar de frukterna av l\u00e4gre kostnader, en b\u00e4ttre shoppingupplevelse f\u00f6r kunden och h\u00f6gre int\u00e4kter.<\/span><\/p>\n\n\n\n

Enligt <\/span>Accenture<\/a>, "Framg\u00e5ngsrika medarbetare kan generera 2 till 10 procent i f\u00f6rb\u00e4ttringar av r\u00f6relsemarginalen. Samarbete kan h\u00f6ja lagerniv\u00e5erna i butikshyllorna med 5 till 8 procent, minska lagren med i genomsnitt 10 procent och s\u00e4nka logistikkostnaderna med 3 till 4 procent f\u00f6r \u00e5terf\u00f6rs\u00e4ljare, samtidigt som det ger en 5 till 15 procents minskning av tillverkningskostnaderna och 3 till 10 procents minskning av allm\u00e4nna och administrativa (G&A) kostnader f\u00f6r leverant\u00f6rer.\u201d<\/span><\/p>\n\n\n\n

Det \u00e4r uppenbart att det l\u00f6nar sig att skapa samarbetsrelationer inom detaljhandeln och CPG-omr\u00e5det, vilket \u00e4r anledningen till att varum\u00e4rken b\u00f6r g\u00f6ra allt f\u00f6r att fr\u00e4mja lagarbete och samarbete med sina detaljhandelspartners.<\/span><\/p>\n\n\n\n

H\u00e4r \u00e4r fem tips som hj\u00e4lper CPG-varum\u00e4rken att samarbeta med \u00e5terf\u00f6rs\u00e4ljare.<\/span><\/p>\n\n\n\n

Tips #1: Samarbeta i planeringsstadiet och uppr\u00e4tta gemensamma m\u00e5l<\/span><\/h2>\n\n\n\n

Ist\u00e4llet f\u00f6r att kontakta \u00e5terf\u00f6rs\u00e4ljare n\u00e4r du redan har en plan utarbetad, involvera dem i planerings- och m\u00e5ls\u00e4ttningsstadierna f\u00f6r dina program. Ta dig tid att klarg\u00f6ra varandras m\u00e5l och nyckeltal. Vilka siffror beh\u00f6ver du sl\u00e5? Hur ser framg\u00e5ngen ut f\u00f6r var och en av er?<\/span><\/p>\n\n\n\n

Se ocks\u00e5 till att identifiera dina gemensamma m\u00e5l.<\/p>\n\n\n\n

\n

\u201dF\u00f6r att vara effektivt m\u00e5ste samarbete baseras p\u00e5 en gemensam upps\u00e4ttning m\u00e5l och \u00f6nskan om ett win-win-partnerskap. <\/span>De mest framg\u00e5ngsrika och h\u00e5llbara samarbetsprocesserna \u00e4r de d\u00e4r b\u00e5da parter g\u00e5r mot att uppn\u00e5 sina \u00f6nskade m\u00e5l.\u201d \u2013 Paris Gogos, Vice President of Product at NeoGrid Nordamerika<\/a><\/span><\/p>\n<\/blockquote>\n\n\n\n

Stryk ut detaljerna och planera ditt program d\u00e4refter. Att g\u00f6ra det kommer inte bara att f\u00f6rb\u00e4ttra hur du genomf\u00f6r programmet och sp\u00e5ra resultat, utan det hj\u00e4lper ocks\u00e5 din \u00e5terf\u00f6rs\u00e4ljarpartner att bli mer investerad i programmets framg\u00e5ng.<\/span><\/p>\n\n\n\n

Tips #2: St\u00e4ll in regelbundna m\u00f6ten f\u00f6r att granska prestanda och resultat<\/span><\/h2>\n\n\n\n

F\u00f6r att s\u00e4kerst\u00e4lla att b\u00e5da parter h\u00e5ller sig p\u00e5 r\u00e4tt sp\u00e5r, arrangera regelbundna m\u00f6ten f\u00f6r att granska programmets resultat. <\/span>Enligt PwC<\/a>, detta steg i gemensam aff\u00e4rsplanering g\u00f6r det m\u00f6jligt f\u00f6r "CPG-f\u00f6retag och \u00e5terf\u00f6rs\u00e4ljare att s\u00e4tta realistiska m\u00e5l, m\u00f6ta marknadens efterfr\u00e5gan och minimera lageruttag."<\/span><\/p>\n\n\n

\n
\"executive_summary_retail_audit_data_compliantia\"<\/figure>\n<\/div>\n\n\n

PwC delar ett exempel d\u00e4r en ledande brittisk \u00e5terf\u00f6rs\u00e4ljare och en global marknadsledare inom munv\u00e5rd samarbetade genom att anta ett "ett team"-tillv\u00e4gag\u00e5ngss\u00e4tt. Ledarskapsgrupper fr\u00e5n b\u00e5da f\u00f6retagen tr\u00e4ffades m\u00e5nadsvis f\u00f6r att diskutera sina prognoser, prestationer och resultat.<\/span><\/p>\n\n\n\n

Detta gjorde det m\u00f6jligt f\u00f6r f\u00f6retagen att komma \u00f6verens om "f\u00f6r\u00e4ndringar s\u00e5som kampanjer, f\u00f6r\u00e4ndringar i serviceniv\u00e5er och justeringar av delade f\u00f6rm\u00e5ner." Inte bara det, utan samarbetet banade v\u00e4g f\u00f6r "f\u00f6rb\u00e4ttrade leveranshastigheter, \u00f6kad tillg\u00e4nglighet p\u00e5 hyllan, nya riktade kampanjer, b\u00e4ttre marginaler, minskningar av lagerniv\u00e5er och enklare enighet om andra samarbetsinitiativ."<\/span><\/p>\n\n\n\n

\u00d6verv\u00e4g att anta ett liknande tillv\u00e4gag\u00e5ngss\u00e4tt. V\u00e4nta inte till slutet av ditt detaljhandelsprogram f\u00f6r att utv\u00e4rdera dess prestanda. Schemal\u00e4gg regelbundna m\u00f6ten med \u00e5terf\u00f6rs\u00e4ljaren under hela initiativet, s\u00e5 att du b\u00e5de kan granska resultaten och komma \u00f6verens om det b\u00e4sta tillv\u00e4gag\u00e5ngss\u00e4ttet fram\u00f6ver.<\/p>\n\n\n\n

\"Att<\/a><\/figure>\n\n\n\n

Tips #3: Odla starka m\u00e4nskliga relationer med dina detaljhandelspartners<\/span><\/h2>\n\n\n\n

Starka f\u00f6retagspartnerskap har sina r\u00f6tter i samma saker som m\u00e4nskliga relationer: tillit, anst\u00e4ndighet och empati. Tappa inte dessa v\u00e4rderingar ur sikte, och str\u00e4va efter att odla starka m\u00e4nskliga relationer uppifr\u00e5n och ner.<\/span><\/p>\n\n\n\n

Alltf\u00f6r ofta b\u00f6rjar partnerskap riktigt bra p\u00e5 verkst\u00e4llande niv\u00e5, men \u00f6vers\u00e4tts inte i butik eftersom de anst\u00e4llda inte \u00e4r engagerade. Detta resulterar inte bara i d\u00e5lig programprestanda, utan din relation med \u00e5terf\u00f6rs\u00e4ljaren kan ocks\u00e5 v\u00e4nda s\u00f6derut.<\/span><\/p>\n\n\n\n

Enligt detaljhandelsexperten <\/span>Jaymison Haeussler<\/a>, f\u00f6rh\u00e5llandet mellan \u00e5terf\u00f6rs\u00e4ljaren och varum\u00e4rket - s\u00e4rskilt n\u00e4r det kommer till butiksrepresentanter fr\u00e5n CPG-sidan - \u00e4r avg\u00f6rande f\u00f6r programmets framg\u00e5ng.<\/span><\/p>\n\n\n\n

"Det st\u00f6rsta \u00e4r att ha en representant som inte \u00e4r p\u00e5tr\u00e4ngande och som \u00e4r mer h\u00e4nsynsfull mot \u00e5terf\u00f6rs\u00e4ljaren. Jag har sett representanter komma in och s\u00e4ga "Jag beh\u00f6ver det h\u00e4r, det h\u00e4r och det h\u00e4r och varf\u00f6r g\u00f6rs det inte och varf\u00f6r har du inte ringt mig?"<\/span><\/p>\n\n\n\n

"Denna attityden f\u00e5r \u00e5terf\u00f6rs\u00e4ljaren att ta ett steg tillbaka och t\u00e4nka, "titta, jag beh\u00f6ver inte n\u00e5gon som ber\u00e4ttar f\u00f6r mig hur jag ska driva min butik."<\/span><\/p>\n\n\n\n

Han till\u00e4gger, "ur \u00e5terf\u00f6rs\u00e4ljarens perspektiv, n\u00e4r en representant ger oss sv\u00e5rt, slutar vi med en mycket tr\u00f6ttsam upplevelse."<\/span><\/p>\n\n\n\n

Detta kan undvikas genom att utbilda din personal ordentligt, fr\u00e4mja empati och g\u00f6ra dina program enkla att implementera.<\/span><\/p>\n\n\n\n

Som Rob Volpe, grundare och VD f\u00f6r <\/span>Ignite 360<\/a> s\u00e4ger: "CPG-teamet som ansvarar f\u00f6r att planera programmet m\u00e5ste ha empati f\u00f6r de m\u00e4nniskor som m\u00e5ste genomf\u00f6ra programmet - personalen som arbetar p\u00e5 butiksniv\u00e5. G\u00f6r det tydligt, enkelt att implementera och demonstrera win-win f\u00f6r b\u00e5de \u00e5terf\u00f6rs\u00e4ljaren och tillverkaren.\u201d<\/span><\/p>\n\n\n\n

"N\u00e4r programmet k\u00f6rs, se till att s\u00e4ljteamet som \u00e4r ute p\u00e5 f\u00e4ltet \u00e4r engagerat och g\u00f6r vad de kan f\u00f6r att hj\u00e4lpa till. Lite ludd och veck som hj\u00e4lper till att f\u00e5 programmet att se b\u00e4ttre ut gynnar alla.\u201d<\/span><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Tips #4: Dela r\u00e4tt data och insikter<\/span><\/h2>\n\n\n\n

CPG-f\u00f6retag och \u00e5terf\u00f6rs\u00e4ljare m\u00e5ste komma \u00f6verens om vilken data som ska delas med varandra. <\/span><\/p>\n\n\n\n

\n

"Ett samarbetspartnerskap b\u00f6r dra nytta av varje parts unika data och expertis. Varum\u00e4rken kommer att ha bredare och djupare insikter om konsumentbeteende, demografi och omst\u00e4ndigheter, medan \u00e5terf\u00f6rs\u00e4ljare kommer att f\u00e5 en b\u00e4ttre \u00f6verblick \u00f6ver shoppares beteende i butik.\u201d \u2013 Paris Gogos, Vice President of Product p\u00e5 NeoGrid North America<\/span><\/p>\n<\/blockquote>\n\n\n\n

S\u00e5 best\u00e4m vilka data eller m\u00e4tv\u00e4rden som ska delas. Till exempel kan CPG-f\u00f6retaget dela information om marknadstrender eller konsumentinsikter, medan \u00e5terf\u00f6rs\u00e4ljaren kan tillhandah\u00e5lla lager och POS-data<\/a>.<\/span><\/p>\n\n\n\n

Du kan ocks\u00e5 \u00f6verv\u00e4ga att genomf\u00f6ra gemensamma kundunders\u00f6kningar. Ta till exempel <\/span>vad Unilever gjorde med Migros, en ledande \u00e5terf\u00f6rs\u00e4ljare i Turkiet<\/a>. De tv\u00e5 f\u00f6retagen gick ihop f\u00f6r att genomf\u00f6ra en unders\u00f6kning i butik, d\u00e4r de fick reda p\u00e5 att shoppare s\u00e5g h\u00e5rbalsam som dyrt och on\u00f6digt.<\/span><\/p>\n\n\n\n

Som ett svar implementerade Unilever och Migros priskampanjer och modifierade hyllutrymmen f\u00f6r att placera balsam bredvid schampon, f\u00f6r att uppmuntra kunder att se balsam som en kompletterande produkt.<\/p>\n\n\n\n

Resultatet? Unilevers int\u00e4kter fr\u00e5n h\u00e5rbalsam \u00f6kade med 36 procent och Migros med 25 procent<\/span><\/p>\n\n\n\n

Tips #5: Anv\u00e4nd r\u00e4tt teknik f\u00f6r att sp\u00e5ra resultat och dela information<\/span><\/h2>\n\n\n\n

N\u00e4r du har reda ut programdetaljerna och g\u00e5tt med p\u00e5 att dela insikter med din \u00e5terf\u00f6rs\u00e4ljarpartner, \u00e4r n\u00e4sta steg att ta reda p\u00e5 hur du ska sp\u00e5ra och dela programprestanda, resultat och insikter.<\/span><\/p>\n\n\n\n

Det finns m\u00e5nga s\u00e4tt att g\u00f6ra detta. P\u00e5 detaljhandelssidan kan butiken skapa f\u00f6rs\u00e4ljnings- och lagerrapporter och tillhandah\u00e5lla dem till CPG-f\u00f6retaget. Vissa f\u00f6retag g\u00e5r till och med ett steg l\u00e4ngre genom att dela POS-data<\/a> automatiskt.<\/span><\/p>\n\n\n\n

Enligt PwC, n\u00e4r Godrej Consumer Products of India satte upp gr\u00e4nssnitt f\u00f6r elektroniskt datautbyte (EDI) f\u00f6r att automatisera informationsutbytet med \u00e5terf\u00f6rs\u00e4ljare, s\u00e5g f\u00f6retaget int\u00e4kterna fr\u00e5n detaljhandeln \u00f6ka med 28 procent.<\/span><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

I vissa fall kan du ocks\u00e5 sp\u00e5ra prestanda och dela data med hj\u00e4lp av uppgiftshantering och programvara f\u00f6r detaljhandelsrevision. Att anv\u00e4nda en molnbaserad l\u00f6sning f\u00f6r att <\/span>genomf\u00f6ra detaljhandelsrevisioner och utv\u00e4rdera dina program<\/a> g\u00f6r det m\u00f6jligt f\u00f6r dig att dela information i realtid med ditt team och din \u00e5terf\u00f6rs\u00e4ljarpartner. Detta h\u00e5ller inte bara alla p\u00e5 samma sida, det l\u00e5ter dig ocks\u00e5 snabbt implementera program\u00e4ndringar vid behov.<\/span><\/p>\n\n\n\n

Avslutningsvis<\/span><\/h3>\n\n\n\n

De b\u00e4sta detaljhandelspartnerskapen \u00e4r rotade i anstr\u00e4ngningar fr\u00e5n fantastiska m\u00e4nniskor, korrekt planering och p\u00e5litlig teknik. F\u00e5 dessa tre komponenter r\u00e4tt n\u00e4r du planerar och genomf\u00f6r dina detaljhandelsinitiativ, och du kommer att dramatiskt f\u00f6rb\u00e4ttra dina resultat. <\/span><\/p>\n\n\n\n

Om f\u00f6rfattaren:<\/p>\n\n\n

\n
\"francesanicasio\"<\/figure>\n<\/div>\n\n\n
<\/i>Francesca Nicasio<\/a> \u00e4r en frilansskribent och inneh\u00e5llsstrateg som \u00e4r dedikerad till att skriva om detaljhandelstrender och tips som hj\u00e4lper handlare att \u00f6ka f\u00f6rs\u00e4ljningen, f\u00f6rb\u00e4ttra kundservicen och bli b\u00e4ttre \u00e5terf\u00f6rs\u00e4ljare \u00f6verlag.<\/em><\/div>\n\n\n\n

<\/p>\n\n\n\n

 <\/div>\n\n\n\n
\"Bindy<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

\u00c4r du besviken p\u00e5 hur ditt varum\u00e4rke presterar i butiker? K\u00e4nner du n\u00e5gonsin att du och dina \u00e5terf\u00f6rs\u00e4ljarpartners inte \u00e4r p\u00e5 samma sida? Om du m\u00e4rker att du nickar till dessa fr\u00e5gor, kanske din detaljhandelsstrategi saknar en viktig komponent: samarbete. N\u00e4r CPG-f\u00f6retag och \u00e5terf\u00f6rs\u00e4ljare bildar samarbetspartnerskap, ... Forts\u00e4tt l\u00e4sa 5 tips f\u00f6r att f\u00f6rb\u00e4ttra CPG och \u00e5terf\u00f6rs\u00e4ljarsamarbete<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":61579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[11682095],"tags":[573863352,454459303,573863350,68976671],"class_list":["post-2617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cpgs","tag-cpg-in-store-program","tag-cpg-merchandising","tag-cpg-store-execution","tag-retail-best-practice"],"yoast_head":"\n5 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