PIC Division to Update Study

In 2006, the Professional Installation (PIC) Division of NARMS published a study called, “Building out the Future of Retail.” The study defined what PIC companies are, what they do, and where they do it. The study and the companion document were well received and have been serving this division well since publishing. The PIC committee has decided that it is time to refresh, renew and augment the project in time for the 2010 Spring Conference in Tampa. If you are a PIC member company, or part of your business falls into this segment, NARMS will be calling on you for your input.

During the last two PIC committee conference calls, plans have emerged for a refresh of the 2006 project. The new project is being dubbed, “Continuing to Build out the Future of Retail.” NARMS has partnered with The Christopher Group, who also conducted the last study in 2006.

The study is a position paper that helps build the case for looking to a professional installation company when undertaking new stores, remodels, acquisition conversions or category remodels, etc. It will define the companies, what part of the process they execute and the unique quality, time and cost saving expertise they bring to the table. This study will also update the size of the potential marketplace and present several case studies that demonstrate the division in action.

The process for the research will include extensive monitoring of top retailer plans for the near future, interviews with PIC industry leaders and an on-line survey that will be sent to all PIC member companies. The goal of the committee is 100 percent participation by the members of the division. Since this research will benefit all PIC members, the goal seems reasonable.

A breakout session is scheduled for the unveiling of the research at the 2010 NARMS Spring Conference at the Saddlebrook Resort near Tampa. Stay tuned for more details and look for the on-line survey soon.

Getting on the List

Due to a rediscovered consumer frugality, an increasing number of purchase decisions are being made in the home. The shopping list is again making an appearance in retail outlets around the world. Getting on the list and staying on the list appear to be a key factor of success in today’s new retail reality.

How consumers plan for and execute CPG shopping trips is the focus of the October issue of IRI Times and Trends, “Zero-Moment of Truth: Redefining the Consumer Decision-Making Process.” The report reveals some sharply changing shopper tactics. For instance, in the latter part of 2007, 60 percent of shoppers were making decisions at home and 40 percent in the store. Fast forward to July of 2009 when 83 percent said they made their purchase decisions at home. A 23 percent increase. This is where the shopping list makes its entrance.

IRI research shows that 64 percent of shoppers are now making a shopping list prior to visiting the store. Many of these lists are created through looking at coupons and flyers. This finding could represent a great opportunity for at-retail merchandising and marketing companies. Consumers who put an item, supported by a cents-off coupon or a special deal, on the list are going to expect to find the product easily and are going to expect it to be in-stock. Failure to do so could quickly turn the shopper to put a new brand or different store on their list.

Savvy CPG retailers and manufactures can look to NARMS members to carry out a variety of at-retail marketing support activities to match the changing trends. They can also look to our in-store experts to help measure retail marketing effectiveness at the point of sale. Brand Marketers are now changing their marketing strategies and tactics to match this new consumer behavior. They will be happy to know that the members of NARMS are perfectly positioned to support these efforts.

Oct 23, 2009 IRI / Morning NewsBeat

Below is the list of articles you will find for the week ending 10/23/09 edition of Retail Industry News.

- Supervalu Gets Out Of Urban Fresh Business
- Tesco Tests Self-Checkout-Only Store In UK
- Walmart Announces “Deep Savings” Initiative
- Supervalu Plans To Double Number Of Save-A-Lot Stores
- C-Store Association Announces Two New Initiatives
- Not Exactly A Blue Christmas, But…
- Sansolo Speaks: “Silo Busters”
- Target To Offer Discounts To Shoppers With Reusable Bags
- Walmart Looks To Small Formats As Engine For Big Growth
- FastNewsBeat
- The MNB Wal-Mart Watch
- The Balance Sheet
- Executive Suite

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Webinar Looks at Hiring and Firing

Hiring the right people and parting ways with the wrong ones presents one of the biggest challenges to any business. Next Tuesday, you have an opportunity to join your colleagues and hear from experts on the topic. The next NARMS webinar - Hiring and Firing: What you can and can not do - will be presented on Tuesday, October 27 at 1:00 pm CDT. This session is another in the continuing series of member educational offerings by NARMS-U. The NARMS Webinar Series is sponsored by Natural Insight and powered by the technology of ReadyTalk.

The hour-long event will feature Paula Cozzi Goedert and Jeremy B. Lewin of Barnes & Thornburg. They will offer practical tips for developing a strong workforce by asking the right questions before you hire and safely weeding out poor performers after. Get the inside scoop from a former EEOC investigator on best practices for hiring, firing, job eliminations and layoffs.

Goedert is a partner in the Chicago office of Barnes & Thornburg LLP where she is a member of the Business, Tax and Real Estate Group. Ms. Goedert serves as legal counsel for NARMS. She is listed in the 2009 edition of The Best Lawyers in America

Lewin is a partner in the Chicago office of Barnes & Thornburg LLP and a member of the Labor and Employment Law Department. Mr. Lewin advises employers regarding compliance with state and federal employment laws and represents management in labor and employment litigation matters before state and federal courts and administrative agencies. Prior to joining Barnes & Thornburg, Lewin was an investigator and mediator for the Equal Employment Opportunity Commission (EEOC).

The session if complimentary to NARMS members as a membership service but is also made available to other interested persons at a non-member rate of $99.95. We encourage you to share this invitation with other co-workers and anyone else who might gain value from this information-sharing opportunity. You can register for this event by clicking here.

NARMScertifyU to Debut in 2010

Last week, NARMS International announced further developments surrounding the NARMScertifyU program that was introduced shortly after the 2009 Spring Conference. This newly launched program will benefit all NARMS member companies through workforce training that builds on industry standards to improve the quality of workforce at the retailing level. Listed among the new developments are a formal agreement with bds marketing, inc., the timing of the initial program launch and the program price and starting parameters.

According to the agreement, bds marketing will be the association’s partner in the design, development, management and promotion the on-line learning system. bds, a California-based retail marketing agency, is an active NARMS member.

The NARMScertifyU launch date is slated for February 2010. The program will continue to be developed over the coming months as a benefit to both member companies and individuals seeking work in the at-retail service industry. Addressing a recognized on-going industry challenge, the learning program is destined to become a strong component in the overall NARMS-U educational program.

The initial offering will be made up of eight on-line training modules priced at $15 per module. Merchandisers and companies can access the modules at www.NARMSCertifyU.com. The site is based on a Learning Management System, offering on-line learning and testing using Adult Learning Principles, with administrative performance management and measurement features. Certificates of achievement are awarded for each area of study completed. Social media is integrated into the users experience with discussion forums, bulletin boards and chats to create an extended learning experience and community.

NARMS International is proud to be a leader in establishing this official learning center for member companies and their field representatives. More information about NARMScertifyU is available from Larry Dorr (office 949.472.6700 x1216 or cell phone 949.303.8492).

Oct 16, 2009 IRI / Morning NewsBeat

Below is the list of articles you will find for the week ending 10/16/09 edition of Retail Industry News.

- 7-Eleven Gets The Hots For Foodservice
- Reporting In: Day Two Of FMI’s Future Connect Conference
- Reporting In: Connecting With The Future
- Walmart Invests In HBC Home Delivery Model
- The Downturn That Must Not Be Named
- Sansolo Speaks: “Modern Times”
- A Fresh Perspective On American Food Habits & Needs
- Stater Bros. Uses Price Cuts, People Skills To Navigate Downturn
- FastNewsBeat
- The MNB Wal-Mart Watch
- The Balance Sheet
- Executive Suite

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A Room with a View

This week NARMS announced that Saddlebrook Resort is now available for reservations for the 15th Annual NARMS Spring Conference scheduled for April 17-20, 2010. To add to the excitement, the relationship between NARMS and Saddlebrook has resulted in a Room Sale that enhances the affordability of the event.

Your NARMS staff has been working diligently to make the Spring Conference even more attractive and affordable by negotiating lower hotel rates while maintaining the Conference Registration at 2008 rates. To that end, a special offer will be available for those individuals looking to save on accommodations. Through 5:00 PM (EST) on December 31, 2009 you will be able to save $30 a night on each room with a non-refundable full prepayment at the time of booking via a valid credit card authorization. Under this offer, no cancellations will be allowed though you can transfer the registrants name with the original credit card charge. This discount rate of $190 is a great savings for a spectacular Florida Resort property. If you do not want to take the risk of not being able to cancel, you can still make a reservation at the reduced rate of $220 per night. This is already a discount off the original contract rate of $249.

Reservations can be made by calling 1 800 729 8383 during regular business hours and mentioning NARMS Spring Conference. You can also visit the conference center on www.narms.com for more information.

In the days, weeks and months ahead, you will be reading and hearing more about the value-packed agenda in-store for conference attendees. The event is sure to be full of insightful education sessions, business building networking and enlightening speakers. Our Spring Conference Room Sale is designed to give you one more reason to register for a great view of your industry.

Promotion Huge in CPG Sales

It is no surprise that low prices and promotions have become important to consumers as they look to stretch their shopping dollars. And even though economists are now saying that the recession is over, most retail experts believe that consumer buying habits have been changed forever. What is surprising is the extent that promotion plays in typical supermarket sales.

A study by The Nielsen Company has shed some light on the direct effect of sales promotion. The study says that almost 48 percent of grocery purchases are sold on promotion. That’s up two percentage point from last year. And it’s not just grocery stores. The study says that over 40 percent of Drug store sales are linked to promotions, displays and features.

So what drives the success of these promotions? Nielsen says it is a matter of setting goals for each promotion and then measuring the results to determine optimal promotion effectiveness. Finding the right mix of product, price and display support are the keys to success.

For the members of NARMS, these results are welcome news. Our membership is made up of at-retail merchandising and marketing support companies who are out in retail aisles everyday making sure product is on the shelf, promotional end-caps are built and point-of-purchase material is in place. The best planned in-store promotions will not work without flawless execution at the shelf. Additionally, our companies can monitor and measure the results of at-retail activities by using constant presence and advanced data collection and reporting capabilities to give their clients a portal into each retail location.

The importance of at-retail marketing and promotion is at an all time high. Now is the time for CPG manufacturers and retailers to partner with NARMS members as part of an integrated promotional solution.

Oct 9, 2009 IRI / Morning NewsBeat

Below is the list of articles you will find for the week ending 10/9/09 edition of Retail Industry News.

- Delhaize Moves To Buy Bankrupt Bi-Lo For $425 Million
- Sansolo Speaks: “Young At Start”
- Jewel Faces Aldi Threat In Crowded & Tightening Market
- Back To The Future: Traditional Brands Getting Advertising Support
- Target Tries To End Year On Up Note
- FastNewsBeat
- The MNB Wal-Mart Watch
- The Balance Sheet
- Executive Suite

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It’s Membership Renewal Time!

Check your mailbox in the next few days for the arrival of the 2010 NARMS Membership Renewal packet. Yes, it is time again to renew all the great business opportunities and insights that are essential in your race for success. In the packet, you will find everything you need to maintain your relationship with your industry trade association and continue to enjoy all the benefits of leadership and membership.

With the goal of helping your company prosper in the at-retail services industry, the ongoing mission of NARMS is to position your company in a trusted marketplace characterized by professionalism and high ethical standards. How do we accomplish this? By providing members with valuable resources, innovative services, and learning opportunities to help you become a more effective and efficient retail solution.

Here are some of the business opportunities that NARMS has in store for members in 2010: STRATCONN is a face-to-face event focused on retail execution. This “invitation only” event features meetings between buyers (manufacturers and retailers) and sellers (service companies) over a two day period. NARMS 2010 Spring Conference features Connection Sessions with manufacturers and retailers. The IFBA Top to Top Conference is business-to-business meetings between manufacturers and food brokers. Our IFBA Advertising/Branding campaign promotes IFBA brand in Supermarket News. GlobalShop is the largest store design and at-retail marketing show in the United States .

NARMS also makes available an impressive list of member exclusive business insights and thought leadership: RORI – Return on Retail Investment is a 360 degree analysis of in-market retail execution. The 2010 Spring Conference agenda includes five NARMS-U sessions taught by University of Wisconsin faculty with CEU credits. The 2009 Survey of At-Retail Marketing Services is an attitudinal survey directed at the users/benefactors of the at-retail marketing services. Other such research efforts include the 2010 Sampling Survey and a 2010 PIC Benchmark Study.

Membership includes additional programs and features: The NARMS CertifyU program is an on-line certificate course for at-retail field personnel. The NARMS Accreditation Program is in its early stages for at-retail marketing entities. The very popular NARMS-U webinars are held monthly. NARMS InfoShare Library contains a wealth of at-retail research. NARMS Newsfeed is emailed to members three times per week and keeps you abreast of happenings at-retail. The industry magazine, NARMS Today, is now in a digital format and arrives quarterly.

As the old advertising tag line goes, “Membership has its privileges.” But it is truly our privilege to continue the quest to bring you the tools you need and foster the relationships that you trust. Please take a few minutes with the membership packet and renew your membership today.