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Scenario for Retail Execution

Retail sales representatives perform the process in this example scenario for retail execution. Your company might follow a different process according to its business requirements.

A retail sales representative for a large food manufacturer visits a series of retail outlets in southern France each week. He meets with the retail outlet manager and performs various retail activities, such as taking retail orders, conducting retail audits, and promoting sales objectives that his manager establishes.

Each morning, he checks his calendar and starts planning his visits for the day. He begins by reviewing activities from prior visits, noting any outstanding issues that require special attention, and checking for any objectives that are assigned to his accounts.

Today, he notices that a new objective named Southern France Beverage Launch was created for one of the accounts he is scheduled to visit. The following list of activities is also included:

• Meet with the retail manager to make sure the new beverage is priced correctly.
• Conduct a retail audit of the beverage to make sure that it is correctly positioned on store shelves.
• Place point-of-sale coupons in the retail outlet.
• Undertake a retail assessment to gain competitive intelligence.

The first two activities have a priority of 1-ASAP, and he knows he can complete them in the time he has to spend at this account. Because he has only one hour to spend at this account, he defers the remaining two activities until a later visit.

Before entering the retail outlet, he records the start time of the visit. While in the store, he performs the activities and takes notes he can use when planning future visits. He also reviews audits that were previously completed, the products carried, and the account promotions currently running. After completing the retail visit, he records the ending time of the visit and changes the status of the activities that he performed to Done.