Two Events Will Connect Trading Partners

With the positive momentum still in the air from the Manufacturer/Retailer Connection Session at Spring Conference, it is time to remind you of some upcoming events that continue the theme. The 7th Annual IFBA Top to Top Executive Business Conference will be held May 18-20, 2010 at Renaissance Chicago Hotel in Chicago. StratConn Retail Execution Resources meetings will be held on July 28-29 in Chicago in affiliation with the In–Store Marketing Institute. Both events are designed to bring at-retail resources together with brands and retailers who are seeking help.

The annual IFBA Top to Top Conference is being held this year at an exciting new venue. The event allows manufacturers to network with brokers from all across North America. Each year, top national and regional brands fill their daily schedule with B2B broker/manufacturer supplier meetings and network with other brokers and manufacturers at evening social receptions. This year, NARMS has arranged for more meeting space to be available to conference participants. This is also a chance to gain market perspectives from industry leaders such as the Keynote address being delivered this year by Dr. Brian Harris, the “Father of Category Management.” Another added bonus for manufacturer and suppliers will be the Manufacturer Share Group Session, Tuesday, May 18 from 1-4 p.m. We encourage one representative per manufacturing company attend this idea/issue-sharing conversation.

The increased emphasis on shopper marketing along with a sharper focus on ROI from trade promotion and customer marketing initiatives has created an even greater need for flawless in-store execution. The StratConn Retail Execution Resources event will showcase a range of both manpower and technology solutions for staffing, managing and reporting results at retail. Key retailer and brand manufacturer executives with responsibility for retail operations and the execution of in-store merchandising – displays, new items, shelf re-sets, fixture installations – will have a unique opportunity to discover new resources to help achieve their objectives. This is a series of pre-arranged face-to-face meetings with qualified buyers who are in the market for your services.

IFBA Top to Top and StratConn are just two more ways that your trade association is working to help you gain and strengthen your customer relationships. We encourage you to consider attending these events.

Moving to the Strategic

As members of the at-retail merchandising and marketing services industry, we are often asked by our customers to become the tactical wing for their in-store initiatives. While this is an important role that we must embrace, long term success and growth may hinge on appealing to the more strategic aspects of the go-to-market process. In the next NARMS webinar, “Moving from Tactics to Strategy,” retail consultant Richard Seesel will examine how we can become more relevant to our customers, and thus more valuable. The session takes place on Thursday, April 29 at 1:00 PM CDT. The NARMS webinar series, part of the NARMS U educational platform, is sponsored by Natural Insight and powered by the technology of ReadyTalk.

During the hour-long event, Seesel will introduce four principles that have helped his clients in the retail and wholesale industry. He will demonstrate how to focus on becoming more strategic, consistent, responsive, and relevant to your customer base. These principles can also help NARMS members define themselves, grow their market share and position their businesses for the future.

Seesel is the Manager and owner of Retailing In Focus, LLC. Most recently a Senior Vice President and Divisional Merchandise Manager at Kohl’s Department Stores, Seesel helped Kohl’s grow from 18 stores to a national retail powerhouse. He has shared his insights and experience as a guest speaker at the Wharton School (University of Pennsylvania), Marquette University and the Wisconsin Association of College Stores. Seesel also teaches Retailing Management to undergraduate business students at the University of Wisconsin-Milwaukee.

The session is 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 the event by clicking here.

April 23, 2010 IRI / Morning NewsBeat

Below is the list of articles you will find for the week ending 4/23/10 edition of Retail Industry News.

- Kmart Seeing Improvement In Tough Economic Times
- Sansolo Speaks: “The Not-So-Phantom Menace”
- A Story Of Unknown Retailers (At Least In Some Quarters)
- Supervalu Acts To Reduce “Over-Assorted” Categories
- Ukrop’s Conversions Create Issues For Competition
- HEB’s Newest Format Innovation Just Weeks Away From Opening
- Study: LOHAS Sales Reflect $290 Billion “Marketing Opportunity”
- Not Just A Restatement Of The Obvious … Or Is It?
- Organic Sales Grew By Five Percent In 2009, Despite Economy’s Decline
- Rite Aid Expands Rx Consulting Services
- Meijer Gets Greener With New Truck Fleet
- FastNewsBeat
- The MNB Wal-Mart Watch
- Executive Suite

Download the PDF

Spieckerman Reviews NARMS Conference

Carol Spieckerman of newmarketbuilders writes about her time at the 15th Annual NARMS Spring Conference.

I can’t imagine a better time for retailers, suppliers and retail marketing services firms to convene … Retailers’ in-store focus has snapped to attention, suppliers are wrestling with unprecedented disruption, and NARM’s member companies, whether they work in event marketing, assisted selling, training, merchandising, or demos, sit right smack in the middle of the action between both.

I’ve tied together my observations from the conference and the many sidebars that I had with attendees and presenters regarding the state of the industries (retail and marketing services).

Read the rest of her insights on her blog.

Sampling Survey Gives Strong Evidence

For the past few years, Dr. Kenny Herbst of Wake Forest University has been studying the effects of at-retail samplings and demonstrations on various aspects of retail sales. He recently presented findings at the 15th Annual NARMS Spring Conference as part of the NARMS U educational platform. The study is being conducted in affiliation with NARMS, StratMar and with NCiM.

In one case, Herbst looked at bath and skin care products in a 300 store test that was employing an assisted sales model. He found that quarterly per store sales in the stores that were being serviced by a professional at-retail event marketing company were approximately double for both bath products and skin care products over non-serviced stores.

In another case, he looked at various food products in a 57 store test. The test showed a 28% sales lift 20 days after a demo when compared to 20 days prior to a demo. On demo day, the sales more than doubled. Fifty-seven percent of customers said they would purchase a product after sampling it, 66% said they were more likely to be loyal to a brand after a sampling, and 85% said they preferred shopping in a store where they can sample foods prior to purchase.

Other observations made by Herbst during his presentation were that warm and knowledgeable demo associates are vital, the distance between demo and point-of-purchase make a difference, and that product availability and the “look” of the facings at point-of-purchase are important factors.

The slides from Dr. Herbst’s presentation are available to NARMS members only on www.narms.com. Questions can be directed via email to kenny.herbst@mba.wfu.edu.

Spring Conference Appears a Big Hit

The early returns seem to indicate that attendees at this year’s NARMS Spring Conference thoroughly enjoyed their four days at Saddlebrook Resort in Tampa. However, there is always room for continuous improvement. We are open to any and all feedback as we try to bring maximum value to our members. Please take a moment to fill out this 2010 NARMS Conference program evaluation.

Although the weather was gloomy at times, attitudes were positive and hopes were high as members of the at-retail merchandising and marketing industry heard from manufacturer and retail speakers, learned about exciting research and took part in an extensive NARMS U educational platform. Most shared stories of a positive upward trend in their business.

If you missed a session, or if you were not able to attend, we invite you to visit the agenda page on www.narms.com. Many of our speakers and workshop leaders were audio taped and have shared their presentation materials on-line. An icon will appear just to the left of the agenda item for slides and documents while the sound file appears just below the agenda item. If the material you are looking for is not there, check back in a day or two. This is a great way to hear what you missed or share the lessons learned with your co-workers back home. Also, check out NARMS official social media outlets for posts and videos made during conference.

Many thanks go out to all the sponsors and exhibitors who make our annual event possible. We also thank all the speakers for sharing their time, knowledge and expertise with use. The NARMS staff and support team also deserve some recognition for their hard work, dedication and enthusiasm. And finally, thanks to all the attendees for engaging in an active and lively exchange of information and ideas. This is your conference and your high level of involvement is the key ingredient to a successful outcome.

Video - RORI, Bart Flaherty and Phil Lauria

Mark Hunter talks to Bart Flaherty and Phil Lauria about RORI.

Video - Bart Flaherty at NARMS Spring Conference

Mark Hunter speaks to Bart Flaherty at NARMS Spring Conference.

Video - Harold Lloyd at NARMS Conference

Mark Hunter interviews Harold Lloyd at NARMS Spring Conference.

Video - Spieckerman Interview at NARMS Conference

Mark Hunter interviews Carol Spieckerman at the 15th Annual Narms Spring Conference at Saddlebrook Resort in Tampa, Florida on April 19, 2010.