Today’s Supply Chains across many sectors are highly sophisticated – but often it comes down to what is called the last 50 metres, – or how to get the retail teams to put your products on good display Research has shown time and time again that when the product is not on the shelf when the consumer chooses to purchase, the customer will often choose a competitor product, delay their purchase or do their shopping elsewhere.
This concept which sounds like common sense (sometimes not that common! ), can be transferred to many businesses. If you are not displayed in front of the customer at the time when they make a buying decision, they may choose the competition!! This has implications on Google rankings, customer visits, exhibitions and fairs where customers seek out new products, press articles etc. The key is to target well based on background understanding of how customers purchase.
For more information on how to understand the best time to hit the customer, contact russ@rfm.co.uk
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