Driving velocity in retail is the key to growth for CPG brands. But, let’s be real—getting your products to fly off the shelves isn’t exactly a walk in the park. With countless brands jostling for attention, how do you make sure yours stands out? The answer isn’t always about more shelf space or more stores. Sometimes, it’s about playing the game smarter, not harder. So, let’s break down five no-nonsense strategies that can help you boost your product’s velocity in retail—without losing your sanity.
1) Demos in Combination with TPRs (Temporary Price Reductions)
Nothing beats getting your product directly into the hands (and mouths) of your customers. But here’s the twist: don’t just stop at a free sample. Pair your demo with a Temporary Price Reduction (TPR). This can be anything from 20% off to a Buy One Get One sale. Why? Because people love a deal, especially when they’ve just tried something new and delicious.
Imagine this: a shopper tries your product, falls in love with it, and then sees that it’s on sale for a limited time. Bam! You’ve just created an irresistible offer. Demos alone might spark interest, but when combined with a price drop, you create urgency. You’re not just introducing your product; you’re converting interest into immediate sales. It’s a one-two punch that hits hard and drives up your velocity like nothing else.
2) Digital Rebate Programs in Combination with Digital Ads
Digital rebates are a great way to drive customers to stores to purchase your products, and can be super effective at both trial and repeat purchase. At its core, digital rebate programs allow you to offer customers a refund on their product purchase by submitting a photo of their purchase receipt.
There are a few companies that offer this service, but I’ve been really excited about Sampoll recently. You can use it to drive your own audience to purchase in store, or use their digital ads to acquire new customers. They also developed a brand ambassador chatbot that is more interactive than just filling out a form.
It’s quick, it’s easy, and it drives trials like crazy. Plus, it’s a great way to track the effectiveness of your digital campaigns—you’re not just throwing money at ads and hoping for the best. You’re getting real data on what’s working and who’s buying.
3) Segment Your Email List Based on Where Customers Shop for Your Product
Let’s get personal—literally. Not all of your customers shop at the same places, so why are you treating them like they do? Segment your email list based on where your customers are shopping, and tailor your messaging accordingly.
For example, your Whole Foods shoppers might respond better to messages about organic ingredients and sustainability, while your Walmart crowd could be more interested in value and convenience. By sending targeted emails that speak to the specific interests of each group, you’ll not only increase engagement but also drive more foot traffic to the stores where your product is sold. It’s all about being relevant and meeting your customers where they are.
How do you get this data? You can either collect this information through a form or pair it with a digital rebate through Sampoll to get a higher response rate.
4) Build Relationships with Buyers and Store Managers to Get Off-Shelf Placement and Displays
Here’s a little secret: retail is still very much a relationship business. You can have the best product in the world, but if it’s buried on a bottom shelf, good luck driving velocity. That’s why building strong relationships with buyers and store managers is crucial.
Offer to support the store with demos, provide promotional materials, and, most importantly, ask for those prime display spots. An eye-level placement or an endcap display can work wonders for your velocity. And trust me, once you’ve proven you can drive sales, store managers will be more inclined to give you the visibility you need.
5) Concentrate Marketing in a Single Geography to Maximize the Number of People Who Know About Your Product
Spreading your marketing budget too thin is frustrating and ineffective. Instead, concentrate your efforts in a single geography. By saturating one area with your marketing, you maximize the number of people who know about your product, which can create a tipping point in that market.
Whether it’s a specific city, region, or even a neighborhood, focusing your resources allows you to create a buzz. And when everyone knows about your product, your chances of turning that awareness into sales skyrocket. Plus, once you’ve nailed one area, you’ve got a blueprint to replicate your success elsewhere.
Wrapping It Up
Driving velocity in retail isn’t about reinventing the wheel—it’s about making the wheel turn faster and more efficiently. By combining demos with TPRs, leveraging digital rebates, segmenting your email list, building relationships with store personnel, and focusing your marketing efforts, you’re setting your brand up for success. These aren’t just tips; they’re actionable strategies that can give you an edge in the crowded retail landscape. So, go out there and start turning those strategies into sales!
Sampoll offers accessible and cost-effective tools to drive retail velocity with no monthly minimums, a performance-based model, and a cost of just $0.45 per lead.