Back to stationary shopping and trade show and conference activities.

Sales support outsourcing will increase in importance

Shopping malls are seeing an increase in the number of visitors. According to the Polish Council of Shopping Centers, visits are more purposeful and result in a higher value of purchases made. Retailers affected by the pandemic-induced restrictions are already implementing measures to help maximize sales and make up for losses. OEX Cursor, as a provider of a whole range of sales support services, is seeing an increase in inquiries for mystery shopper services and promotional campaigns.

The massive return of consumers to the traditional form of shopping is an opportunity for manufacturers and retailers to strengthen their brands and build positive consumer experiences. OEX Cursor has seen an increase in inquiries about outsourcing sales support services, especially in retail and service outlets located in shopping malls.

Until now, the key aspect for manufacturers has been to stand out among the competition. A new trend, even on a massive scale, are audit assignments - including so-called "mystery shopper" assignments, which, in addition to a company's standards of, for example, display, make it possible to examine the quality of customer service or the professionalism of the salesperson. Manufacturers and distributors have recognized that consumers have changed their habits and even in the "shopping frenzy", in addition to the availability of products, they should also be guaranteed the highest level of service quality. " - Agnieszka Belusiak, Group Account Director, OEX Cursor

The return of customers to traditional stores poses new challenges for the sales support services market. The pandemic situation and the restrictions that have been put in place have long translated into a special sanitary regime for employees when interacting with a vendor or product. Equipping staff with disinfecting and protective materials, i.e. masks or gloves, has already become part of the current work standards.

The need for strict compliance with point-of-sale security rules has also determined new shopping practices. Consumers are limiting visits to the store to a few minutes, maximum, and expect to be able to handle them efficiently at the point of sale. In order to meet the challenges associated with the spread of new shopping habits, it is becoming particularly important to intensify sales support mechanisms, such as constant availability and proper display of products at the point of sale. It is worth using a specialized company in this area, which will ensure not only security but also carry out the necessary activities in an optimal way. adds Agnieszka Belusiak

Manufacturers are also returning to the organization of promotional campaigns, which are among the more effective forms of building customer-brand ties. An example of how good concepts work is the cyclical sales activation run by OEX Cursor for Costa Coffee Home Edition coffee.

In 2021, we have already conducted activities in more than 200 locations, resulting in the sale of nearly 7,500 packages of Costa coffee. The activities were carried out both in the modern channel in the HM of the Carrefour chain and in traditional trade stores in small and larger towns across the country. Costa ambassadors are tasked with animating sales combined with the promotional mechanism of freebies given for the purchase of certain products.
Manufacturers usually used this time and various local events, concerts or art events to offer customized activities combining entertainment and promotion of their products. - Jolanta Dobrzynska, Account Director at OEX Cursor, said.

"We are already working on concepts and implementation of such activities for our long-standing clients. We can't quite predict what the situation in this area will be and what restrictions will apply during the vacations or beyond, but we already have experience in the flexible design of such projects. This has been recognized by, among others, British American Tobacco Poland. OEX Cursor received the highest award given to suppliers for exceptional business support during the COVID 19 pandemic. - said Przemysław Bogdanski, CEO of OEX Cursor.

OEX Cursor is celebrating its 20th anniversary this year. To mark the occasion, it has launched a promotion  20 for 20, in which it offers a flexible package of auditing and merchandising activities for companies.