Sales usually foster relationships
We will return to our series about building relationships. One of the best opportunities you have to develop a positive relationship with your customers is great execution of seasonal programs. They are important to retailers and when suppliers come to the table it can have a lasting impact on your relationships.
An example of a seasonal program would be a holiday like Christmas or Chinese New Year, a theme like summer BBQ or a regional program like Foodland Ontario.
We appreciate the feedback we received regarding our cross-country tour last week.
Why seasonal programs are important
You have heard us say many times sales are a top priority for retailers. They really like incremental sales. Often seasonal programs can drive consumer traffic into stores and deliver incremental sales.
When retailers can entice consumers into the store with a great seasonal offering, they shop differently. They are often more willing to spend money and put those extra items in the shopping cart. When people are buying what they need for regular weekly groceries they want to save money and get out of the store feeling like they got a few deals. When they are shopping for a seasonal event, they want it to be special. It is possible they have family or friends coming over and they want to make it memorable.
These programs are also opportunities for retailers to differentiate their offering. There is not too much they can do with the regular soup section. It is what it is. Merchandising seasonal programs can bring excitement to the store and create an event.
Advanced planning is key
Any time a seasonal program is planned it requires a lot of work in advance. The participating items, promotional pricing, buying and shipping of inventory and store merchandising all need to be planned ahead. It takes months of work to get all of this done so the consumer experiences flawless execution.
Often there is a specific date for these seasonal programs. If inventory arrives too late or it is not priced properly when it arrives sales will be missed.
Suppliers should be talking to customers about the timelines they have for all seasonal programs. The big ones take more time. When I was at Loblaw, we would take the learning from one holiday like Easter and plan the following year right away. If suppliers did not have information and ideas into us 12 months ahead there is a chance they would not participate. Many retailers will have a seasonal calendar, ask them when they need information from you.
Part of the plan should be sell through targets. It is very difficult to be perfect. Many retailers will want a mark-down plan in advance. If 40% of inventory is still in stores 2 weeks prior to the event, is the retail reduced and who is paying for the reduction? Those conversations are much better in advanced as opposed to when emotions are high.
A great opportunity to share ideas
Most retailers are looking for ideas to grow sales. If you can provide them with a few suggestions, they are usually more willing to entertain them when they are related to seasonal programs. There is more room for creativity and they don’t feel like you are telling them how to do their job.
It can be a tough time to get out into stores, but it is also a great time. If you can grab a few photos of good ideas you can share these with your customers. If you know people in other markets ask them to visit a few stores and send some pictures of what they are seeing.
They depend on you to execute
You always want to execute 100% but it is even more important with seasonal programs. If you have convinced them to list a seasonal SKU or build some bigger displays you need to get them what they need when they want it.
Communicate often and a few quick emails or voice mails to let them know things are on track always helps. They appreciate the focus on their business.
Make sure everyone in your business understands how your customer is depending on them to execute.
Get into the stores
It can be a challenge but getting into the stores is important. You need to see the inventory out there and work through any issues. This is the true test. It can be great for your relationship if you can meet your customer at a store during a seasonal event. You can walk the display and this is a great time to bring up next year and how you can build on the current program.
Follow up after the program
Most retailers will do a post mortem for seasonal programs. Send them a note with your perspective and give them a format and tone they can use in their own work. If you have any numbers they usually like those.
This is a great time to foster that relationship and build for next year.
Seasonal programs are work but they are also great opportunities to develop the relationships you have. You can make them slightly unique for specific customers.
Peter
SKUFood Recipes for Success Podcast
The response to our SKUFood Recipe for Success podcast has been great. We want to thank everyone who has been with us as a guest. So many interesting conversations about our industry.
In this episode of SKUFood Recipes for Success, we head to Prince Edward Island to explore the unique world of dairy with Lee Turner, National Sales Manager at Amalgamated Dairies Limited (ADL). With over a decade at ADL and nearly 15 years of advocacy for local food and beverage in Atlantic Canada, Lee shares how a cooperative rooted in community has built a national presence on grocery shelves across the country.
Lee reflects on his role in launching ADL’s Dairy Isle brand and the importance of strong partnerships with major retailers like Walmart, Loblaws, and Sobeys. He gives us an inside look at what it takes to grow a local dairy brand into a trusted national supplier, all while staying true to its PEI roots.
We also dive into the evolving dynamics of the Canadian dairy market, from shifting consumer expectations to supply chain complexities. Lee speaks candidly about the role of innovation in traditional industries, the challenges of navigating national distribution from a small island province, and why supporting local processors is more vital than ever.
It’s a conversation about legacy, leadership and local pride, straight from the Island to the national stage.
Listen and subscribe wherever you get your podcasts.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Challenging times for even established food businesses
There is a lot of uncertainty out there these days. A strong brand is great but the entire business needs to be delivering results. It will be interesting to see if another CPG company buys the brand or if it disappears. If you operate in any of these categories there might be some changes coming.
Where is Peter speaking?
I do have travel coming up to Toronto, Saskatoon, Calgary and Fredericton, so if you want to connect or have an event in any of these locations give me a call or send me an email.
