First there was void, and then came products to make life vibrant.
And today, products have become life itself. We literally cannot live without them, including the clothes on your body right now and the device you’re reading this on.
But why exactly can’t we imagine our lives without the products we love? Is it just love or is there an important task that each product gets done that ensures we buy them?
|Nope! It’s not about USP.|
|It’s about the job they do.|
But, the job a bottle of coke does for a salesman travelling in the heat all day is not the same job it does at a house party.
Products perform different jobs for each buyer – the consumer, the caretakers, the purchaser.
In case of a bottle of coke the consumer represents all three buyers, but if it was a bottle of cooking oil it can include all the family members who consume it, the one who buys it and even the doctors who take care of the family’s health.
The marketing side of manufacturing has captured and leveraged this insight to the hilt, but sadly, the supply side still struggles with it largely.
In RTM, the distributors and retailers also become the buyer as they are the product caretakers. But it’s impossible for product makers to know that a modern trade retailer is stocking bottles of coke because the customers are asking for it, whereas a local shopkeeper sitting in a shack by the mountain is buying coke bottles because a local festival is coming.
That’s why companies keep investing heavily in channel management to build and maintain their network in the market and ensure that there are people who make sure the product gets the job done for all types of buyers.
But when the need changes, jobs need to evolve too, and this is only possible when you have retail intelligence.
By analyzing every possible job a product can perform, RTM technology makes innovation more predictable and profitable.
In case of a coke manufacturer, it can analyze in-store footfalls in real-time and suggest giving the modern trade retailer a new chiller to showcase all the coke bottles and capture higher demand.
It can also highlight that the shopkeeper sitting by the mountain should buy smaller SKUs and tin cans of coke, to increase sales numbers while keeping up with the area’s Go Green initiatives.
And because retail intelligence monitors every pulse in the market, all jobs – critical, personal, emotional, and even the financial ones will always get done, ensuring undisrupted supply chain harmony.
But how exactly does this happen?
Don’t wonder, see how 600+ global leading manufacturers get the job done with retail intelligence. Tap on the link below or mail at email@example.com for a free platform demo of Bizom.