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Last updated on 2024年8月2日

Here's how you can assess the impact of your strategic thinking as a retail marketer.

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In the dynamic world of retail marketing, your strategic thinking can make or break your brand's success. As a retail marketer, you need to constantly evaluate the effectiveness of your strategies to ensure they are delivering the desired results. This involves a multifaceted approach, looking at various aspects of your campaigns and their outcomes. Understanding how to assess the impact of your strategic thinking is crucial to refining your approach and achieving better results over time.

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Angela Brigman Holland, CSM

People Advocate l Brand Protection
Dolapo Kuye Otegbayi M.CIoD FNIMN

Result-Driven Commercial Director| Expertise in Sub-Saharan Africa Markets| I Help Brands Leverage R2M & Sales…
Nic Troman-Green

Director of Growth at Vault | Digital & Data Transformation - Strategy - Change Management - Agile Growth - Customer…

1 Sales Metrics

Sales metrics are the most direct indicators of your strategic thinking's impact. By analyzing sales data before and after implementing a new strategy, you can see how changes affect your bottom line. Look at overall sales, product-specific sales, and the performance of items related to marketing campaigns. If sales have increased following a strategy shift, it's a good sign that your thinking is on the right track. However, it's important to consider external factors that might also influence sales, such as seasonal trends or economic shifts, to get a true sense of your strategy's effectiveness.

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Dolapo Kuye Otegbayi M.CIoD FNIMN

Result-Driven Commercial Director| Expertise in Sub-Saharan Africa Markets| I Help Brands Leverage R2M & Sales Operations | Impactful Integrated Commercial Marketing Plans | to drive a 100% Increase in Market Penetration
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To assess the impact of one's strategic thinking as a retail marketer, it's recommended to use both internal and external sales metrics. Internally, track key performance indicators like sales growth, distribution, and customer retention. Externally, utilize data from Nielsen retail audits to gauge market share, trends and competitive performance. For example, if a Nielsen audit shows a significant market share increase after a retail campaign, it's a clear indicator of your strategy's success. Combining these insights helps you understand the broader market impact and refine your strategies for better results.

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2 Customer Feedback

Customer feedback is a goldmine of insights for assessing your strategic thinking. Regularly gather customer opinions through surveys, focus groups, or online reviews. Pay attention to what they say about your products, brand, and the overall shopping experience. Positive feedback can validate your marketing strategies, while negative comments offer a chance to refine your approach. Remember, the goal is not just to sell products but to create a positive brand perception that encourages long-term loyalty.

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3 Market Position

Evaluating your market position provides a broader view of your strategic thinking's effectiveness. Compare your brand's position in the market before and after implementing new strategies. Have you gained market share, or are you now seen as a leader in certain categories? Movement in your market position can indicate whether your strategic thinking is helping you stand out against competitors. This assessment should be ongoing to adapt quickly to market changes and competitor moves.

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4 Digital Analytics

In today's digital age, analytics provide powerful insights into the impact of your marketing strategies. Use tools to track website traffic, conversion rates, and engagement levels across digital platforms. If you see an uptick in online activity that correlates with your strategic initiatives, it's a sign that your thinking is resonating with consumers. Additionally, look at the customer journey analytics to understand how consumers are interacting with your brand online and identify any potential barriers they may face.

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5 Inventory Turnover

Inventory turnover is an often-overlooked metric that can shed light on the success of your strategic thinking. A higher turnover rate suggests that your marketing strategies are effective in driving demand for your products. Analyze how quickly inventory is sold and replenished, especially for items targeted in recent marketing campaigns. If certain products are moving faster than before, it's likely that your strategic decisions are having a positive impact.

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6 Team Feedback

Lastly, don't underestimate the value of feedback from your team. Your sales staff, customer service representatives, and other team members are on the front lines and can provide first-hand insights into how customers are responding to your strategies. Encourage open communication and regular discussions about what's working and what isn't. Their observations can help you fine-tune your strategic thinking and ensure that it aligns with on-the-ground realities.

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Angela Brigman Holland, CSM

People Advocate l Brand Protection
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Empower your front lines by giving them a voice and soliciting feedback, fostering a sense of ownership in their work. Maintain open lines of communication, acknowledge and reward their efforts, and invest in their development. Lead with a servant leadership approach and build a culture by design. By genuinely valuing your front line, you enhance engagement, improve customer and employee satisfaction, and drive overall business success.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nic Troman-Green

Director of Growth at Vault | Digital & Data Transformation - Strategy - Change Management - Agile Growth - Customer Experience
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Don't lose sight of the outcome you are trying to influence. Is it campaign performance, increase in stats, sales, or brand awareness. Not all measurements are relevant so don't try to focus on them all. Just focus on what you are trying to influence and decision on how best to measure that. Sometimes that measure isn't completely tangible or specific enough for leadership meetings. It doesn't mean its not a way to understand your own impact with your strategic thinking. Impact is a side note to growth. So measure as you see fit.

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Here's how you can assess the impact of your strategic thinking as a retail marketer.

1

2

3

4

5

6

7

1 Sales Metrics

2 Customer Feedback

3 Market Position

4 Digital Analytics

5 Inventory Turnover

6 Team Feedback

7 Here’s what else to consider

Retail Marketing

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Here's how you can assess the impact of your strategic thinking as a retail marketer.

1

2

3

4

5

6

7

1 Sales Metrics

2 Customer Feedback

3 Market Position

4 Digital Analytics

5 Inventory Turnover

6 Team Feedback

7 Here’s what else to consider

Retail Marketing

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