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More About RPM:

RPM's consulting and management services are uniquely suited to those manufacturers that:

• Believe retail performance is an important factor in achieving sales goals
• Have a current or ongoing need, problem, or opportunity at retail
• Are not completely satisfied with their current retail performance
• Lack the time, manpower, or expertise to effectively manage retail

 

RPM’s experience provides the required expertise to assist manufactures in developing the strategies, tactics, and tools that drive retail excellence:

• Over 31 years experience working for leading corporations such as the Musicland Group Inc, American Greetings, Novartis, and Bayer.
• Over 10 years experience working for a nationally recognized third-party merchandiser managing critical retail projects for major manufacturers
• Vast experience in Sales, Client Service , and Retail Service Management

 

Our core product offering is to act as an extension of the manufacturer, focused on managing their merchandising efforts.   Our engagement options include ad hoc projects to continuity programs.  We perform all the required activities for successful retail service management:

• Identifying and recommending the appropriate service provider(s)
• Negotiating service contracts
• Developing Standards for Performance
• Establishing objectives
• Creating the strategy
• Controlling the implementation
• Creating merchandising tools and sales aids
• Designing retail reports and conducting analysis of results
• Evaluating performance and assessing the strengths/opportunities

 

In general, RPM represents a “one-stop shop” for its clients and prospects.  We provide a litany of services all focused on improving retail performance.  In addition to our merchandising management capabilities, we have performed the following projects as part of our consulting work: 

• Evaluated the organizational infrastructure for a major CPG company, and provided solutions for more efficient sales/retail management.  This included evaluation/alignment with direct sales teams as well as broker representation.

• Established a set of “Retail Standards” for a company seeking to hold their broker representation more accountable for shelf presentation/planogram implementation.

• Conducted Market Audits to assess actual distribution and promotional compliance levels.

• Constructed a Category Management presentation to be used with a major retailer in a new item launch proposal.

• Created a Demonstration/Mystery Shop program to ensure the Client monitored and maximized their investment with their outsourced partner.

• Managed a product recall/major return

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Our Services:

All of RPM’s services can be utilized as a complete package or on an ad hoc basis. We tailor our solutions to fit your needs.

• Continuity Program Management
• Special Project Management
• Retail Program Evaluation and Assessment
• Development of Shelf Standards
• GAP MAP™– Quality Distribution Analysis
• PAR™ – Product Availability Reporting
• Retail Reporting Design
• Analysis of Broker / Service Provider Retail Data
• Broker / Service Provider Scorecarding
• Market Audits

 

And through our affiliation with CMS Consulting we offer:

• Sales Training
• Broker Management Training
• Category Management Training
• Share Groups

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Q & A:

An interview with RPM’s Partners, Mark Duss and Chris Booth, as it appeared in the July issue of MMR.

Q: What is Retail Performance Management?
 
  A: RPM is a retail management and consulting organization designed to help manufacturers succeed at store level. Our goal is to provide turn-key solutions that allow manufacturers to place an enhanced focus on improving their selling conditions at retail and their compliance levels as well.
 
  Q: What is the compelling idea that drives RPM?
 
  A: RPM was built on the premise of making retail ``come alive.'' We are committed to creating genuine excitement for establishing retail excellence. We strive to help manufacturers enhance their perceptions of retail execution, and to better identify and optimize its value.  The process for achieving success is often viewed as a tedious, cumbersome journey that is difficult to manage and tangibly measure. Many see it as an expense rather than a contributing factor to success.  There are numerous capable and qualified field organizations available to manufacturers, so it is really a matter of how well they work with those organizations and guide them toward their goals. We offer our clients the products and services to successfully facilitate the process.
 
  Q: Who can best utilize the services you provide?
 
  A: Our current clients and many prospective partners seem to maintain a specific profile. First, they all recognize that in-store representation can add value. Next, although each is unique in its needs, they all have a reason for utilizing retail services.  Some are disenchanted with the service that they are currently getting and others are new to the pursuit and unsure of just how to get started. Most importantly, they often acknowledge that they do not have the time, manpower, or expertise to manage the process effectively.
 
  Q: How do RPM's services and expertise deal with these issues?

  A: We have built our services around the key areas that drive successful retail performance. These include experience, focus, command and control.  As principal partners of RPM we have over 32 years of combined experience in sales and retail management. This includes involvement as a manufacturer, service provider and retailer. Our solid understanding of the ultimate goals of the manufacturer, coupled with our history of working for and with retail service organizations, helps us bring the two parties closer together and makes each more successful.  Functioning as an extension of the manufacturer allows RPM to provide the focus and flexibility required to deliver success at retail. In turn, this also allows the manufacturer to maintain its focus on achieving sales goals. Ultimately, we tailor solutions that allow manufacturers to take control of their retail-management operation.
 
  Q: What types of services have been requested most often?
 
  A: Our clients all utilize our services a bit differently. Some employ us to become their outsourced retail management team. In those cases they ask us to assume complete control over managing their retail initiatives. This includes strategy development, selection of service providers, contract negotiation, implementation and performance evaluation. Others ask us to play more of a consultative role in which we help them to assess their current go-to-market strategy and/or provide a focus on a specific aspect of the retail-management process.  Along with that, many of our clients currently benefit from an array of services/products such as our Gap Map tm, a tool that analyzes the quality of distribution; Product Availability Reporting, or PAR tm; Market Audits; Retail Presence Scorecards; and Speed-to-Market programs for new-item launches and promotional-compliance projects. RPM prides itself on being able to help its clients improve in many facets of their business.  Our network of qualified partners extends into areas well beyond retail execution. For example, our affiliation with CMS Consulting Inc. supplies our clients with access to share-group participation, sales training and sales-research tools.
 
  Q:  What would you like RPM to be known for?

A: Two things. First, we would like RPM to be recognized as the company that took the industry to the next level of performance in retail management.  Second, we would like to be viewed as a “turn-key” solution for improving our clients’ approach to managing their merchandising efforts.  We are confident that we can help make the investment in retail service a rewarding endeavor, and believe RPM can have a lasting and favorable impact on their business. That is why we urge companies “to call RPM before they do anything at retail.”

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Case Study:

SITUATION:
A major CPG manufacturer was experiencing significant distribution voids/out of stocks on 7 priority SKUs in the major chain drug accounts.  They were looking to create sales and share growth in 2005 through aggressive television advertising and other aggressive marketing programs.  It was imperative that retail conditions be improved to support the growth these initiatives were designed to deliver.

ASSIGNMENT:

This manufacturer contracted RPM to:

1. Create a retail plan to increase availability of their products in Chain Drug Accounts

2. Review service options and select providers best suited to their needs

3. Construct and deliver the most cost effective retail coverage possible

4. Provide ongoing management of all retail initiatives

SOLUTION:

RPM provided the following solutions to improve the client’s retail conditions:

PHASE 1

• Utilized store volume and market data to create a short term retail coverage plan for CVS, Rite Aid, and Wal-Mart

• Renegotiated the client’s contractual terms with its existing service provider to deliver immediate cost savings/efficiencies

• Constructed ongoing store service instructions designed to increase inventory on priority SKUs

• Created retail reports to benchmark current conditions and provide method for trending/measuring service results

• Provided ongoing management of retail initiatives

 

PHASE 2

• Presented newly developed retail plan featuring RPM Gold Performance Drivers – customized strategies/tools designed to maximize retail coverage and performance

• Developed store grading system to focus service on “high priority” stores, eliminating unnecessary coverage of stores with adequate inventory levels

• Utilized store grading system to produce a monthly Stock Level Scorecard used by the client’s sales personnel to address retail opportunities at chain headquarters and chain field management

 

PHASE 3

• Provided rationale for increasing the client’s retail budget to effectively support enhanced marketing/insurance initiatives

• Created new Expanded Service Plan using Spectra store volume data and Top Drug Markets to target retail coverage in major chain drug accounts

• Managed “Request for Proposal” process to identify those service providers best suited to achieve cost effective results

• Selected 2 new providers to replace existing service partner in order to deliver improved service performance and coverage capabilities

• Conducted price/contract negotiations with new providers to maximize cost savings/efficiencies

• Constructed Store Information Packet containing product and marketing information designed to alert store management of the need to increase inventory on the client’s products

PHASE 4

• Launched Expanded Service Plan using new service providers

• Developed ongoing market audit/mystery shop program (conducted by RPM) to measure retail conditions and pharmacy recommendations

• Provided comprehensive list of “worst stores” for the purpose of increasing store level inventory on the client’s products via “push out” program sold at chain headquarter level

• Continue to provide ongoing management of all the client’s retail initiatives

 

RESULTS:

RPM’s efforts produced the following results:

• RPM’s support  allowed the client’s sales personnel to remain solely focused on driving sales volume, avoiding the distractions of retail service management

• RPM’s selection of service providers and contract negotiation provided an annualized savings of 15.4% on the client’s retail service investment

• The service strategy and tactics developed by RPM improved product availability as follows:

 

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Contact Information:

Retail Performance Management, LLC
500 Purdy Hill Road, Suite 6
Monroe, CT 06468
Email: info@rpm-llc.net

Mark Duss
Partner
Office: 203-445-1974, ext 108
Fax: 203-445-1980
Email: mduss26@aol.com

Chris Booth
Partner
Office: 203-431-0398
Fax: 203-445-1980
Email: chrisbooth@comcast.net

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