Out of Home sales model evolution after crisis

Out of Home (OOH) has changed in response to crisis. It used to be perceived as a “less professional” channel primarily because of its management. However, market contraction and margin reduction has made companies reconsider and reorganise their Out of Home sales model approach by finding ways to gather useful information about consumption trends and improve sales execution.

The OOH model is evolving its approach. Sales are no longer confined to the distributor, wholesaler or cash and carry. And those companies who are successfully operating in the OOH channel have transitioned from “placing a product” to favour “the end consumer choosing their brand.”

 

As a result of this new out of home sales approach, many commercial departments have made a strategic shift towards a Shopper Marketing methodology and are finding ways to favourably position their brands at the point of sale. Out of Home sales used to be driven by personal relationships and “generous investment” without any control on returns to boost visibility and sell-in. Priority is now being placed on understanding how shoppers behave during the purchasing process in order to adapt commercial strategies and key leverages to meet their needs. Shopper marketing insights and accurate channel segmentation are currently the two key drivers for an outstanding Out of Home Sales execution.

This new out of home sales approach is requiring many commercial departments for a strategic shift towards a Shopper Marketing methodology and find ways to value the proposal of their brands at the point of sale. Out of home sales used to be driven by personal relationship and “generous investment” without any control on returns to boost visibility and sell-in. Nowadays, priority is placed to understand how is Shopper behaving during path to purchase to adapt Commercial strategies and key leverages to satisfy its needs. Shopper Marketing Insights and accurate Channel Segmentation are currently two key drivers for an outstanding Out of Home Sales execution.

Companies looking to enhance control and monitor their investments in the different Out of Home sales channels need to define a new commercial model by establishing key areas to ensure their efforts are properly defined and executed.

 

For this reason, we provide support for companies in their efforts to strengthen their Shopper Marketing teams, specialize commercial positions or define new commercial conduction models which follow the methodology we propose. With our help, food and beverage companies are able to define new business strategies which capture value in the “Out of Home” marketplace.

Defining the right Out of Home sales model is a must for all companies looking for a return from their investment in their market and this can be achieved with our proven methodology.

 

 

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Xavier is an experienced executive, consultant and lecturer. He has worked over 15 years as marketer at Nestlé, Sara Lee and Panrico-Donuts, and over 10 years as Marketing Director and Board member, leading national and international teams. Since 2005 he has been acting as a consultant for several international growth projects. Between 2010 and 2015 he also acted as Innovation Leader at ESADECREAPOLIS, ESADE’s Collaborative Innovation Ecosystem. Since 1999, Xavier is also a renowned Marketing, Innovation and Branding lecturer at ESADE, as well as other international universities and companies. He participates in several entrepreneurship initiatives, as well. ----------------------------------------------------------------------------------------------- Xavier es un experimentado directivo, asesor y profesor nacido en París y afincado en Barcelona. Ha trabajado más de 15 años como profesional del marketing y las ventas en Nestlé, Sara Lee y Panrico-Donuts, y más de 10 años como Director de Marketing y miembro del Comité de Dirección, liderando equipos nacionales e internacionales. Desde 2005 ha venido desarrollando su faceta de consultor y asesor en diversos proyectos internacionales de crecimiento. Entre 2010 y 2015 también lideró las actividades de Innovación y Emprendimiento de ESADECREAPOLIS, el centro de Collaborative Open Innovation de ESADE. Desde 1999, Xavier también es un reconocido profesor que imparte cursos de Innovación, Marketing y Branding en ESADE, así como en otras universidades internacionales y renombradas compañías. Además, Xavier participa en diversas iniciativas emprendedoras, como inversor y asesor experto o Professional Board Advisor.