{"id":1955,"date":"2015-12-01T12:21:33","date_gmt":"2015-12-01T12:21:33","guid":{"rendered":"http:\/\/connociam.com\/?p=1955"},"modified":"2021-08-31T07:02:07","modified_gmt":"2021-08-31T07:02:07","slug":"out_of_home_sales_model_evolution","status":"publish","type":"post","link":"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/","title":{"rendered":"Out of Home sales model evolution after crisis"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">Out of Home (OOH) has changed in response to crisis. It used to be perceived as a &#8220;less professional&#8221; 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.<\/span><\/p>\n<blockquote><p><strong><span style=\"font-size: 18pt;\">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 \u201cplacing a product\u201d to favour \u201cthe end consumer choosing their brand.\u201d<\/span><\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">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 &#8220;generous investment&#8221; 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.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">This new out of home sales approach is requiring\u00a0many 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 &#8220;generous investment&#8221; without any control on returns to boost visibility and sell-in. Nowadays, priority is placed to understand how\u00a0is Shopper behaving\u00a0during 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\u00a0drivers for an outstanding Out of Home Sales execution.<\/span><\/p>\n<blockquote><p><span style=\"font-size: 18pt;\"><strong>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.<\/strong><\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">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 \u201cOut of Home\u201d marketplace.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>[supsystic-social-sharing id=&#8217;1&#8242;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Out of Home (OOH) has changed in response to crisis. It used to be perceived as a &#8220;less professional&#8221; 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 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1846,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[35,38,25,44,41,37,36,42,27],"tags":[128,129,127,130],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Connociam - Out of Home sales model evolution<\/title>\n<meta name=\"description\" content=\"Out of home sales model is evolving. Companies operating successfully, have moved from \u201cplacing product\u201d to favor \u201cthe final consumer choose their brand.\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Connociam - Out of Home sales model evolution\" \/>\n<meta property=\"og:description\" content=\"Out of home sales model is evolving. Companies operating successfully, have moved from \u201cplacing product\u201d to favor \u201cthe final consumer choose their brand.\u201d\" \/>\n<meta property=\"og:url\" content=\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/\" \/>\n<meta property=\"og:site_name\" content=\"CONNOCIAM\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-01T12:21:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-31T07:02:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/Barra-Disco-Barmans.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"943\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Xavier Lesauvage\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/connociam.com\/#website\",\"url\":\"https:\/\/connociam.com\/\",\"name\":\"CONNOCIAM\",\"description\":\"Marketing, innovation and commercial strategy\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/connociam.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/Barra-Disco-Barmans.png\",\"contentUrl\":\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/Barra-Disco-Barmans.png\",\"width\":1500,\"height\":943,\"caption\":\"Out of Home after Crisis\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/#webpage\",\"url\":\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/\",\"name\":\"Connociam - Out of Home sales model evolution\",\"isPartOf\":{\"@id\":\"https:\/\/connociam.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/connociam.com\/en\/out_of_home_sales_model_evolution\/#primaryimage\"},\"datePublished\":\"2015-12-01T12:21:33+00:00\",\"dateModified\":\"2021-08-31T07:02:07+00:00\",\"author\":{\"@id\":\"https:\/\/connociam.com\/#\/schema\/person\/49a1ff4f3a8cbb3334a18a8310c8ee5a\"},\"description\":\"Out of home sales model is evolving. 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He has worked over 15 years as marketer at Nestl\\u00e9, 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\\u2019s 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 Par\\u00eds y afincado en Barcelona. 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He has worked over 15 years as marketer at Nestl\u00e9, 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\u2019s 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 Par\u00eds y afincado en Barcelona. Ha trabajado m\u00e1s de 15 a\u00f1os como profesional del marketing y las ventas en Nestl\u00e9, Sara Lee y Panrico-Donuts, y m\u00e1s de 10 a\u00f1os como Director de Marketing y miembro del Comit\u00e9 de Direcci\u00f3n, 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 tambi\u00e9n lider\u00f3 las actividades de Innovaci\u00f3n y Emprendimiento de ESADECREAPOLIS, el centro de Collaborative Open Innovation de ESADE. Desde 1999, Xavier tambi\u00e9n es un reconocido profesor que imparte cursos de Innovaci\u00f3n, Marketing y Branding en ESADE, as\u00ed como en otras universidades internacionales y renombradas compa\u00f1\u00edas. 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