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Channel Prioritization & Strategy
Outside of a few channels like drug and mass merchandisers, retail execution is challenged by the fragmentation of the wider POS universe. However, in most cases, the 80/20 rule applies, with a subset of the universe of accounts often comprising the lion share of sales and profit potential. A critical issue, therefore, is to differentiate those accounts that reward incremental investment of spending and time, what we term prime locations.
- Auctive targets business potential at the point-of-sale and helps category leaders re-align sales organizations to ensure broader availability and stronger presence while preserving margins.