{"id":2355,"date":"2022-01-14T14:53:00","date_gmt":"2022-01-14T14:53:00","guid":{"rendered":"https:\/\/thinkretail-consulting.de\/on-the-shelf-with-the-right-customer-perspective"},"modified":"2022-03-28T13:55:29","modified_gmt":"2022-03-28T13:55:29","slug":"on-the-shelf-with-the-right-customer-perspective","status":"publish","type":"post","link":"https:\/\/thinkretail-consulting.de\/en\/on-the-shelf-with-the-right-customer-perspective","title":{"rendered":"ON THE SHELF WITH THE RIGHT CUSTOMER PERSPECTIVE"},"content":{"rendered":"<\/p>\n<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-413n-520fb38efd003e7581307d71bd6d614a\">\n.flex_column.av-413n-520fb38efd003e7581307d71bd6d614a{\nborder-radius:0px 0px 0px 0px;\npadding:0px 10% 0px 10%;\n}\n<\/style>\n<div  class='flex_column av-413n-520fb38efd003e7581307d71bd6d614a av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d\">\n#top .av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d{\npadding-bottom:10px;\nfont-size:24px;\n}\nbody .av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d .av-special-heading-tag{\nfont-size:24px;\n}\n.av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-kqb11c9m-beb14854004e85e8b2bf0bfad34c733d av-special-heading-h1 blockquote modern-quote modern-centered  avia-builder-el-1  el_before_av_textblock  avia-builder-el-first  av-inherit-size'><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >On the shelf with the right customer perspective <\/h1><div class='av-subheading av-subheading_below'><p>Who is your customer?<\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-kqaxu13t-b65b19c0056acdc7e535eee2e8b34b5b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: right;\">Author: Oliver Merckens<\/p>\n<p>Tell me, do you know your customers? Do you think you understand their needs? Important questions that manufacturers should answer with &#8220;yes&#8221;.<\/p>\n<p>In <a href=\"https:\/\/thinkretail-consulting.de\/en\/what-makes-the-food-retail-industry-tick\">&#8220;What makes food retailers tick?&#8221;<\/a> I already pointed out how important it is to get to know retailers and their habits. Today I would like to take a closer look at a crucial aspect for food producers, namely the question: who is actually my customer?<\/p>\n<p>In this blog post on the right customer perspective, which originally appeared in <a href=\"https:\/\/foodhub-nrw.de\/news\/mit-der-richtigen-kundenperspektive-ins-regal\">FoodHub NRW<\/a>, I help you gain a better understanding of your customers.<\/p>\n<h2>WHAT DOES MY CUSTOMER NEED?<\/h2>\n<p>Many manufacturers are intensively engaged in market research. Basically, this is an important component in order to grasp what is happening in the market and to better understand consumers. A lot of time and energy is invested here, but in my view, many manufacturers pay too little attention to their direct customer, namely the trade.<\/p>\n<p>What good is the best market research if access to consumers is denied. After all, the buyer has to &#8220;taste&#8221; the product before it reaches his shelves. <strong>&#8220;How do I manage that?&#8221;,<\/strong> I am often asked.<\/p>\n<p>I have selected a few examples (change of perspective, supply chain, time &#038; presentation) from my own experience to prepare you for your conversations.<\/p>\n<h2>THE RIGHT CUSTOMER PERSPECTIVE MAKES THE DIFFERENCE<\/h2>\n<p>If you are new to working with retailers, a change of perspective can be very helpful to get started. Imagine you are sitting on the shoulder of the buyer (classic method in coaching) and your counterpart wants to sell you something. You will quickly realise what convinces you and what does not. This will give you the first clues to check your points of view and optimise your own arguments. By the way: every retailer is different<\/p>\n<h2>WHAT DOES THE BUYER LOOK FOR?<\/h2>\n<p>It goes without saying that all points concerning the supply chain (including delivery free warehouse, minimum order quantity, lead time or punctuality of delivery) should be calculated, prepared and guaranteed. What does this mean in concrete terms? While you charge the customer (B2C) delivery costs from your own online shop, delivery to the retailer &#8211; whether market or central warehouse &#8211; is always free. It is irrelevant whether you deliver a box or a full truck.<\/p>\n<p>The minimum order quantity is relevant for buyers because they want to minimise their own risk (not being able to sell products) or reduce capital commitment. No trader will fill up his warehouse, especially not with products that are new on the market. Calculate in advance the delivery quantities that you need and that are reasonable for your customer.<\/p>\n<p>When you are ready, the production and logistics processes should be in place, because retailers expect reliability! When an order is placed, the goods must be delivered within the contractually agreed period (lead time). In addition, there are clearly defined delivery windows. Central warehouses are synchronised and there is no room for manoeuvre. If the delivery does not arrive at the advised time, your slot is gone. Consequence: no delivery, reduced stock in the warehouse, no deliveries to the stores, empty shelves, no turnover and you can imagine the rest&#8230;<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-56q9-181ddce7a05664a7a76f4ab96cc0a72e\">\n.flex_column.av-56q9-181ddce7a05664a7a76f4ab96cc0a72e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-56q9-181ddce7a05664a7a76f4ab96cc0a72e av_one_full  avia-builder-el-3  el_after_av_one_full  el_before_av_one_full  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kqb0tshi-87c993447e767702ec893f6513660166\">\n.avia-image-container.av-kqb0tshi-87c993447e767702ec893f6513660166 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-kqb0tshi-87c993447e767702ec893f6513660166 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-kqb0tshi-87c993447e767702ec893f6513660166 av-styling- avia-align-center  avia-builder-el-4  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-2314 avia-img-lazy-loading-not-2314 avia_image ' src=\"https:\/\/thinkretail-consulting.de\/wp-content\/uploads\/2021\/11\/thinkRETAIL-Consulting-SHELF-scaled-e1637584247142.jpg\" alt='' title='thinkRETAIL Consulting SHELF'  height=\"427\" width=\"640\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-kqb0yofx-bf509fd629a007a3f87c3e0014fdeeed '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">How do I get on the shelf?<\/p>\n<\/div><\/section><\/p><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2lcv-d256c5f196f4e9ddd631c917e5d93688\">\n.flex_column.av-2lcv-d256c5f196f4e9ddd631c917e5d93688{\nborder-radius:0px 0 0 0px;\npadding:0px 10% 0px 10%;\n}\n<\/style>\n<div  class='flex_column av-2lcv-d256c5f196f4e9ddd631c917e5d93688 av_one_full  avia-builder-el-6  el_after_av_one_full  el_before_av_one_full  first flex_column_div  column-top-margin'     ><section  class='av_textblock_section av-3hbp-0d1b088c8c105f72e440bcf079d9e751 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>THE BASIC RULE IS&#8230;<\/h2>\n<p>Grocery retailing is a complex machine that runs through and waits for no one. If you want to be in the game, you have to follow certain rules and bring the solution to various challenges. And don&#8217;t think that a retailer will make an exception for you because you offer such a great product. The shelves are full and the retailer has managed so far without you. Harsh words, but there it is.<\/p>\n<h2>TIME IS MONEY!<\/h2>\n<p>When presenting your ideas, it is important to keep an eye on the time. Because time is scarce for every buyer. Purchasing managers have to deal with a large number of suppliers every day who want to market their assortment and present their &#8220;innovations&#8221;. Remember here, too, that from your customer&#8217;s point of view you are only one of many.<\/p>\n<p>Manufacturers&#8217; documents are regularly too long (50 pages plus). Often far too much information is packed in. Information that is of no interest to the buyer. Here, too, &#8220;less is more&#8221;. How often has the presentation of one&#8217;s own topics been cut short prematurely because the time was &#8220;up&#8221;. The most convincing arguments are of no use if you don&#8217;t have the opportunity to present them.<\/p>\n<h2>WHAT IS YOUR MESSAGE?<\/h2>\n<p>From my experience, presentations often do not speak the language of the buyer. While manufacturers talk in terms of tonnes (coming from production), the relevant figure in the trade is turnover. If you don&#8217;t understand or can&#8217;t comprehend the figures, you won&#8217;t trust them and won&#8217;t make a decision (at best against them). Make the effort and &#8220;translate&#8221; your figures so that both sides can develop a common understanding as a basis for a goal-oriented discussion.<\/p>\n<p>Furthermore, key account managers often take over the &#8220;colourful pictures&#8221; from the marketing department in presentations, in which the trader does not find himself at all. Especially if the manufacturer&#8217;s next marketing campaign (and the associated budgets) has no added value from the retailer&#8217;s point of view. For example, what does the brick-and-mortar retailer gain from a social media campaign if it doesn&#8217;t bring him any new customers? That is wasted time.<\/p>\n<p>I hope that I was able to give you some impulses for dealing with your customers. The right customer perspective is crucial.<\/p>\n<p>Basically, the more convincing the product, the fewer additional arguments you need.<\/p>\n<p><strong>MY TIPS<\/strong><\/p>\n<ul>\n<li>Make it easy for your customer<\/li>\n<li>Put yourself in the customer&#8217;s shoes and offer solutions.<\/li>\n<li>Make sure that the customer can have &#8220;fun&#8221; with your product.<\/li>\n<\/ul>\n<p><strong>Conclusion:<br \/>\n<\/strong>It is worthwhile to inform yourself in advance so that you choose the best approach and have the right arguments on your side. Take a look at my checklist for listing talks. As the saying goes: &#8220;The worm must taste good to the fish, not the angler.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kqc0tx75-2879dc8eaf738d9d51b7ab9034aa03c8\">\n.flex_column.av-kqc0tx75-2879dc8eaf738d9d51b7ab9034aa03c8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ff9900;\n}\n<\/style>\n<div  class='flex_column av-kqc0tx75-2879dc8eaf738d9d51b7ab9034aa03c8 av_one_full  avia-builder-el-8  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><div  class='av-social-sharing-box av-kqbzrz68-9215115239a5fd18677c092240400e6a av-social-sharing-box-default  avia-builder-el-9  avia-builder-el-no-sibling  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thinkretail-consulting.de\/en\/on-the-shelf-with-the-right-customer-perspective&#038;t=ON%20THE%20SHELF%20WITH%20THE%20RIGHT%20CUSTOMER%20PERSPECTIVE' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Share on Facebook'><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-whatsapp avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Share on WhatsApp\" href='https:\/\/api.whatsapp.com\/send?text=https:\/\/thinkretail-consulting.de\/en\/on-the-shelf-with-the-right-customer-perspective' data-av_icon='\uf232' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Share on WhatsApp'><span class='avia_hidden_link_text'>Share on WhatsApp<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=ON%20THE%20SHELF%20WITH%20THE%20RIGHT%20CUSTOMER%20PERSPECTIVE&#038;url=https:\/\/thinkretail-consulting.de\/en\/on-the-shelf-with-the-right-customer-perspective' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Share on LinkedIn'><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail avia_social_iconfont' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=ON%20THE%20SHELF%20WITH%20THE%20RIGHT%20CUSTOMER%20PERSPECTIVE&#038;body=https:\/\/thinkretail-consulting.de\/en\/on-the-shelf-with-the-right-customer-perspective' data-av_icon='\ue805' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>What you should know about this<\/p>\n","protected":false},"author":2,"featured_media":2314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54,57,58],"tags":[60,49,47,59],"class_list":["post-2355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","category-food-manufacturer","category-purchase","tag-buyer","tag-food-manufacturer","tag-grocery-retail","tag-listing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ON THE SHELF WITH THE RIGHT CUSTOMER PERSPECTIVE - thinkRetail Consulting<\/title>\n<meta name=\"description\" content=\"The right customer perspective is crucial for sales success. 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