In today’s highly competitive retail environment, successful brands are not just about availability; they must have a flawless execution process in every store daily. From improving shelf visibility to shopper engagement, implementing promotions, and ensuring compliance, field marketing is essential to influencing purchase decision at POS.
A leading Pan-Indian field marketing firm, Love In Store assists FMCG, consumer goods, food & beverages, personal care and retail brands to enhance their presence in the retail market through effective execution programs for modern trade and general trade segments.
Covering most of India through our trained teams and technological support in data reporting, we help brands build their visibility, compliance, shopper engagements, and retail performance.
What is Field Marketing?
It involves combining sales and marketing activities on-ground that are aimed at engaging consumers, enhancing retail execution, and increasing brand visibility in the POS.
Unlike conventional advertising, field marketing allows for direct interactions between brands and shoppers through a series of activities such as merchandising, sampling campaigns, product demonstrations, and retail audits among others.
Field Marketing Activities include:
- Retail Merchandising
- Deployment of Brand Promoters
- Product Sampling
- Shopper Engagement
- Point of Sales Material Implementation
- Retail Audits
- Store Compliance Tracking
- Market Intelligence Collection
- Retail Activations
Importance of Field Marketing for FMCG Companies
FMCG companies have their final decision point in the retail outlets. Therefore, field marketing programs play a key role to facilitate visibility, availability, and promotion of the product while making purchase decision.
Advantages of Field Marketing Programs
Increase Product Visibility
Visibility will be increased through better display execution, shelf presence, and branding in retail stores.
Engage with Consumers
Interaction with consumers in order to make them consider the product and initiate trial purchases.
Boost Retail Compliance
Ensure that the planogram, promotions, and visibility standards are implemented properly.
Increase Product Trials
Demonstrations will help the consumer try the products before buying.
Drive Better Sales Performance
Efficiently manage the in-store sales performance to improve sales performance.
Our Pan India Field Marketing Services
We provide full field marketing services to support your retail growth through effective in-store execution.
Retail Merchandising Services
We provide merchandising services to keep our retail stores well stocked and ensure proper shelf visibility.
Included Services:
- Shelf management
- Product placement
- Planogram management
- Improvement in visibility
- Displays
- Stock visibility
Brand Promoter Services
Brand promoter services include consumer interactions and communicating product benefits to customers to help them purchase products.
Promoter Services:
- Product demonstration
- Shoppers’ interaction
- Introduction of new products
- Campaigns for brand awareness
- Store sales assistance
- Sampling campaigns
One of the most effective marketing tools for product trial is the product sampling campaign.
Product Sampling Methods:
- In-store product sampling campaigns
- Mall activations
- Society activations
- Event-based sampling campaigns
- Taste tests
- Retail Activation Services
We help in developing retail activation campaigns which increase shopper engagements and promote brand visibility.
Retail Activation Services:
- Customer promotional programs
- Contests in retailers
- Shopper engagements campaigns
- Seasonal campaigns
- Product launch campaigns
- POSM Implementation & Visibility Campaigns
The implementation of POSM (Point of Sale Material) increases visibility amid cluttered retail markets.
POSM Services:
- Shelf strips
- Danglers
- Standees
- End cap displays
- Display units
- Branding materials
Retail Audit Services
Retail audits help us understand the in-store execution of campaigns.
Retail Audit Services:
- Product availability audit
- Display compliance audit
- Price audits
- Benchmarking against competitors
- Visibility audit
Retail Execution: The Backbone of Efficient Field Marketing
Field marketing efforts yield better results when aided by retail execution discipline.
With Love In Store, we combine field activities with retail execution discipline, ensuring that there is:
- Greater shelf visibility
- Increased compliance
- Consistent store execution
- Enhanced brand presence
- Greater retail accountability
This ensures better performance in converting the marketing spend into retail execution.
Technology-Assisted Field Marketing
Field marketing is about being visible and having an accurate perspective on the process.
We do this via:
- Mobile reporting tools
- Geo-tagging of store visitation
- Real-time dashboards
- Compliance checking
- Monitoring the campaigns
- Retail analytics
- Image-based execution verification
It helps the brands monitor their campaigns and take well-informed decisions.
Pan India Retail Execution
Love In Store performs its field marketing programs in various retail formats and geographies across India.
Includes:
- Modern Trade
- General Trade
- Super Markets
- Hyper Markets
- Convenience Stores
- Organized Retail Chains
With our robust infrastructure, our campaigns are executed consistently in metropolitan, tier II, and tier III cities.
Sectors Served
We work for various sectors including:
- FMCG
- Food & Beverage
- Personal care
- Home care
- Consumer Electronics
- Consumer Durables
- Healthcare & OTC
- Retail & Consumer goods
Why Choose Love In Store?
Love In Store is an effective ally who can provide scalable, measurable and implementation-oriented solutions on retail execution and field marketing services.
Why Choose Us?
- Pan India operations
- Operations across over 670+ cities
- Operations across over 5,000+ modern trade outlets
- Experienced merchandisers & promoters
- Experiential FMCG retail execution
- Product sampling and shopper engagement
- Retail audit & compliance services
- Reporting and analytics using technology enablement
- Knowledge of levers of retail visibility
FAQ’s
What is a field marketing agency?
A field marketing agency provides marketing solutions to brands in the areas of merchandising, promotions, retail audits, product sampling & shopper engagement at POS.
How is field marketing important for FMCG companies?
Field marketing is important in driving product visibility, shopper engagement, product trial and retail execution.
What are the services offered by field marketing companies?
Some of the services include merchandise, deployment of promoters, sampling, implementation of POSM, auditing, campaign activation, and shopper marketing programs.
How does field marketing improve retail sales?
Field marketing plays an important role in increasing visibility, improving awareness, increased interaction with consumers, assisting in purchases, and ultimately resulting in improved retail sales.
How is field marketing different from retail execution?
While field marketing covers consumer interactions and promotion, retail execution involves product delivery, display and merchandising standards within the store.
Can field marketing campaigns be done on a national scale?
Yes, large field marketing campaigns can be conducted nationally through the central management of the campaigns, field teams, and reports.
How will the performance of the field marketing campaign be evaluated?
Evaluation of the performance can be done based on the store coverage, consumer engagement, trial numbers, display standards, visibility metrics, and retail execution.
What industries are best served by field marketing campaigns? FMCG, food & beverages, personal care, consumer electronics, healthcare, and retail brands are examples of some industries that benefit from field marketing services.
