As a customer manager we may inherit a historical customer category support spend level which includes a set of trade spend buckets considered the ‘price of doing business’ or simply what is considered ‘normal’ in the customer or category. We can optimise our trade spend by introducing and executing a new set of trade […]
News & Views, Eye Spy’s and Inspiration
CUSTOMERAIDE® Insight : how do customer and category managers learn?
CUSTOMERAIDE® INSIGHT : ON THE JOB, ONLINE AND IN THE TRADE IS STILL THE BEST PLACE TO LEARN Sales and marketing is a fast paced industry to work in. We asked our Key Account, Customer and Category members: “When you want to know something, what do you do?“. This confirmed what we already know […]
Trade Spend Top Tip #2 : Invest in and focus on customer sell out stock
Often we may secure a huge volume order with our customer which on the surface seems like a win, but part of the negotiation will include a locked in level of promotional allowance for the stock ordered. If we structure our trade spend investment based on sell out volumes and not sell in volumes, […]
Trade Spend Top Tip #1 : Customer order cycles should reflect real shopper demand
Frequently order cycle timings exist simply because it’s the end of an order period (i.e. month, cycle, quarter or year end). Changing this behaviour to focus on sell out activity throughout the month, cycle, quarter or year helps to reduce the amount trade spend we invest in and increases our net revenue. If we […]
Your category led brand story IS unique
In an internet enabled world it is easy to find and copy other people’s information, therefore ideas. This will be exacerbated with the rise of AI and sophisticated search and other software that can not only find the information but can also analyse it for you. In our market, category and customer all suppliers potentially […]