Most manufacturers believe in the virtues of retail coverage across the key channels that sell their products. This ranges from manufacturers looking to cover grocery stores, drug stores, convenience outlets, mass merchandisers, office supply stores, DIY outlets, toy stores, office supply stores and more.

But few manufacturers can accurately determine the return on their retail coverage investment. Retail managers, too often, are left to rely on self-reported statistics about completed activities with the implicit assumption that every activity is profitable. At DHC we have developed a model to QUANTIFY the impact of calling on retail stores. By using DHC’s proprietary Retail Coverage Impact ROI™ model, a manufacturer can answer questions like:

• What return in sales volume do I get for my investment in retail coverage?
• Should I use a direct sales approach (my company’s employees) or a 3rd party organization? What are the trade offs?
• Is there a difference between full-time and part-time retail sales representation?
• What’s the value of each in-store activity, and which ones should we continue?
• What is the value of various coverage frequency options (weekly, monthly, quarterly)?
• What is the optimal time to spend in a store?
• Which / how many stores in a channel/chain should receive retail coverage?
• How does my retail ROI change as we adjust deployment strategies? Which adjustments matter?

With these answers in hand, retail deployment strategies become justifiable strategic assets. Understanding these issues help manufacturers determine how retail coverage can drive their business, and tailor the right retail coverage plan with the highest ROI.

Read a case study on how DHC recently worked with a major manufacturer to optimize its retail coverage.
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