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Driving Discovery, Trial and Repeat Sales
New beverage and food brands are discovered and tried on impulse by consumers at points of sale that they frequent during their day.
- Advertising can establish initial awareness, but discovery of products depends on market penetration and quality of displays.
- Carbonated soft drinks, cereals and soups demonstrate the importance of the "billboard effect" of merchandising at points of sale.
- Consumer experiences with new beers and spirits are driven by encounters and recommendations at certain accounts that convey credibility.
- Trial of a new beverage is the "closing" on the discovery process.
- A danger of too broad an availability strategy is that trial goes badly and repeat sales are lost, either because the product was:
- Inappropriate for the occasion and usage.
- Mishandled at the point of sale.
- There needs to be a strong strategic fit between targeted consumers and the points of sale targeted for product availability.
- Brand-owners and distribution partners need to work together at target points of sale to optimize the consumer experience of the brand.
- Merchandising and promotions should be engineered to penetrate and serve of sale.
- Auctive ensures that availability strategies link Marketing and Sales.