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Achieving field execution nirvana
This document discusses achieving excellence in field execution from both the customer and field execution perspectives. It outlines 4 steps: 1) Define success for all parties upfront; 2) Leverage technologies and tools to support initiatives; 3) Ensure effective communication throughout planning and execution; 4) Follow through on execution and confirm outcomes meet initial objectives. The presenters from LEGO and Lindt describe their field teams and goals to provide context.
Achieving field execution nirvana
- 1. 1 Achieving Field Execution “Nirvana” Washington, DC| April 12, 2017 Aaron Sims, Senior Director, Field Sales & Merchandising, Lindt & Sprüngli North America Chris Herb, Director of Merchandising (retired May 2017), The LEGO Group
- 2. 2#INSIGHT2017 Chris Herb The LEGOGroup Director of Merchandising (retired May 2017) Why are we privileged to speak with you? • 36 years in retail industry – started as Field Sales Representative • Current field team size ~165 year round, 400 “in season” • Provide year-round service to Toys R Us, Target & Walmart • Current W.A.R.E.S Board Members Aaron Sims Lindt & Sprungli North America Senior Director, Field Sales & Merchandising • 27 years in retail industry – started as Field Sales Representative • Current field team size ~540 • Just completed the merger of 3 field sales teams above • Current W.A.R.E.S Board Members
- 3. 3#INSIGHT2017 Our Approach toToday’s Joint Discussion Clear & Concise Objectives Available Tools Communications & Training Point of Execution “Customer” Perspective HQ Selling Team Retailer Outsource Partner “Field Execution” Perspective Field Representatives Internal & External Achieving “excellence” in retail execution:
- 4. 4#INSIGHT2017 Step 1 :Define Success For All Parties Customer Perspective Field Execution Perspective Point of Execution Involve key players to identify & define deliverables Written success measures Ensure complete understanding of execution expectations Capacity Planning Impact How Is Success Defined Outcome Deliverables & Timetable Clear & Concise Objectives Available Tools Communications & Training
- 5. 5#INSIGHT2017 Step 2 :Leveraging Technologies & Tools Customer Perspective Field Execution Perspective Point of Execution Technology to support initiative - communication, training & follow through Specific account directions for project Recognize non-technology tools – photos, hardware tools (i.e. rubber hammer) Optimize Mobile Technology Utilize account direction by initiative (POG, marketing programs) Pre-initiative training – trial run Convert shoppers into buyers Clear & Concise Objectives Available Tools Communications & Training
- 6. 6#INSIGHT2017 Step 3 :Communication Is Key Customer Perspective Field Execution Perspective Point of Execution “Concise” is mandatory Communication options strengthen the ability to execute Should pre-training sessions be a part of the execution planning Try NOT to allow “technology” to decrease materials due date timelines Develop a storyline Top down & bottom up communication Provide pre-training sessions for success Inspection process Clear & Concise Objectives Available Tools Communications & Training
- 7. 7#INSIGHT2017 Step 4 :You Still Need to Execute Customer Perspective Field Execution Perspective Point of Execution Identify key HQ customer players when retail execution begins Project outcome alignment to initial objective Auditing & execution confirmation - follow up & follow through Identify key store level players when retail execution begins Customer scorecard – store survey call plan Develop “AAR” – After Action Review Clear & Concise Objectives Available Tools Communications & Training Provide a positive shopping & consumer experience!
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