Push & pull equals rice & beans

Push & pull equals rice & beans

Have you ever come across a store stocked with a certain product, and no one buying that item? Or have you already been encouraged to buy a certain product and not found it in the store?

You’ve just been presented with a classic Push and Pull problem.

Retail pressure

Let’s say you manufacture a brand of soap. Your commercial team needs to visit the various points of sale to supply them. More than supplying: highlighting the product at the point of sale. This is an action called “Push”, pressure from the manufacturer on the retailer.

It is the effort that the company makes to occupy space on the shelf, to make its product stand out more than the competition.

Pull Shares

But what if that store is stocked and the customer doesn’t show up to buy anything? The soap will sleep forever on the shelf or on the promotional island, and nothing will happen.

Welcome to Pull Actions. They are the efforts that companies make, motivating the consumer to buy. They are usually Communication actions, promotional actions, which impact the consumer and make him realize that he can no longer live without buying that item. Yes, I overdid it here.

Boosting a message from that soap, some action on a social network, an event, something that highlights the brand, should cause traffic favorable to the product. That’s the idea.

Kind of like the commercial on Youtube or on TV, showing the preparation of a brigadeiro, with enormous appetite appeal, explaining which brand of condensed milk has that devastating effect on your diet. And urging you to go to the market to buy, prepare, enjoy. Can you live without this condensed milk and without the brigadeiro-consequence after that?

Push & Pull

The magic is the combination. It’s no use for the manufacturer to stock a store without prodding the final consumer to go there and buy. And there is no point in urging the consumer to go to the store if there is no product there. The consumer feels frustrated and ends up buying the competing brand.

Generally, the commercial team already makes the sale to the point of sale, pressing for larger volumes (Push), combining the action that will make the consumer run there (Pull). And this Pull action can be supported by the manufacturer or cooperated with the retailer.

The final care here is with timing. Supplying the store and starting the actions that take the customer there need to be very well orchestrated. If the product stays in the store waiting for the customer, or if the customer does not find the product in the store, it will look like a scene of a bride or groom abandoned at the altar. Take good care of this wedding and keep your company cashier from being lonely!

If you want to comment, question, praise (hopefully!), talk about your experience on the subject, contact me via email igdal@ism.com.br

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