Operational marketing is founded on the physical execution phenomenon´s where the consumers and shoppers interact with the brand product and services at the point-of-purchase – at the “point” where the company revenues are generated!
There exist two road paths to activate sales at the point-of-purchase, they are:
I. Design and Develop Look-of-Success
II. The Sales and Services Systems
The look-of-success embraces for example understanding shoppers’ traffic flow through an outlet upon discovering where the brand products and/or categories could optimally be placed – to drive traffic, revenues, profits, image, impulse purchases and consumer satisfaction.
The service systems design embraces, who is doing what? How much time will it take, and how often it should be done? One must determine, who maintains the look-of-success standards in the outlet? How are the order generated? Who is merchandising the outlets? Who delivers the products to customers and consumers? Who takes care of after sales services? And so on.