all righty everybody we're gonna get
started on today's webinar I'm gonna
start off with a couple of quick
introductions my name is Sarah Adams and
I'm the marketing and communications
manager over here at askew 'ti I have
the absolute pleasure of introducing our
guest speaker today Sabrina gävle
Sabrina is the former director of
strategy at Bumble and Bumble where she
ran the strategic planning north
american marketing sales strategy and
planning and demand planning departments
she then moved over to Clinique where
she was promoted from the director of
global marketing to the executive
director of global marketing nowadays
Sabrina consults with beauty and
consumer brands on marketing strategy
and sales Sabrina is a wealth of
knowledge and I know everybody on the
call is going to learn a lot from
today's webinar so Sabrina welcome we're
so glad to hear it to have you here
today
well thanks sir I'm absolutely thrilled
to be here today too so a lot of today's
session is gonna be focused around my
experience at Clinique so just to give
people a little bit of context of what I
did there I was in global marketing so
not only did I set you know the strategy
for how we were gonna grow our
categories but once we you know settled
on something I it's our responsibility
to be the quarterback so we basically
quarterback to all of the marketing
campaigns and product launches to bring
them to life
awesome well I can't wait to hear more
about it
so just before we get started we're
gonna take a look at the agenda really
quickly how did become number one in
your category at Sephora we're going to
go through the five tips establish clear
objectives leverage insights from
Sephora be differentiated drive strong
engagement attract new clients and then
we're gonna round up with a question and
answer session at the end so I just want
to let everybody know that if you have a
question feel free to put it in the Zoom
Terminal and we'll answer them towards
the end and we're also recording this
presentation so everybody on the call
today will receive a full recording of
the presentation and the slides so don't
worry
scrambling to take notes right now and
then last thing I just want to make sure
everybody knows that we were gonna be
sending out an acuity feedback form at
the end of the presentation and I really
really really ask that you fill it out
not just because I want to know how we
did but also because you will be
receiving the complete roadmap to
becoming number one at your category at
Sephora so fill it out when you get it
alrighty Sabrina off to you
okay great so like you said Sarah
today's focus is gonna be on Sephora but
a lot of the strategies that we're gonna
be talking about today can definitely be
applied to other retailers as well okay
so the first step in becoming number one
in your category is to establish clear
objectives first determine where you
want to end up if it's number one in
your category what does that really mean
and then work backwards to create plans
to get you there so some examples of
goals you might have are building
awareness acquiring new consumers
increasing productivity from existing
consumers or launching new products when
I was a clinic we wanted to be number
one in acne at Sephora but we also
wanted to increase our penetration of
Beauty insiders which are supporters
loyalty program members ok so then
you'll need to prioritize which
activities will have the biggest impact
on reaching your goal and which ones you
and your team can accomplish well one
way we've looked at this in the past is
by plotting impact from low to high on
one axis and then resources whether
that's time or people money or other
capabilities from low to high on another
axis high-impact with low resources were
prioritized and then lower impact with
higher resources were either put aside
or taken off the list unless they had
some other strategic value and one of
the example of that is a clinic we had a
sonic cleansing brush that took an
enormous amount of time people and money
but it was equity building for us
the next step is to understand what the
retailer's goals are they might be
similar to yours but retailers might
have a slightly different agenda when I
was at Clinique our goal was to be the
number one acne brand at Sephora and
acquire more beauty insiders and Sephora
was you know totally on board with that
but more importantly they wanted to
wanted to grow their overall acne
category and recruit new clients who are
currently shopping in mass channels so
while there was some overlap it's
important that we understood their big
picture so we can make sure our plans
included acquiring mass consumers too in
addition to the objective you also need
to align on expectations around sales
timing and investment for instance
Clinique was wasn't going to become the
number one acne brand in a quarter so we
needed to agree on what success looked
like after three six twelve even
twenty-four months later we also had to
discuss how much the brand was willing
to invest and what Sephora was willing
to do so there were no misunderstandings
or disappointments down the road so
Sabrina I think that is a good segue to
our first poll question and I'm just
gonna get the answers ready for
everybody to put into the zoom terminal
the question is what are your key
objectives for the next 12 months
Sabrina what do you what do you think
what do you think you're seeing from
brands nowadays about what their
priorities are yeah I mean I would say
the most brains that I'm working with
right now are really focused on on
acquisition they're looking to acquire
new customers to gain scale and that's
through either like paid search or
social ads but they're they're looking
for customer acquisition yeah absolutely
and actually as as the questions are
rolling or as the answers are rolling in
we're seeing a lot of the goals tend to
be or a lot of the objectives are
increasing brand awareness that tends to
be tied right now with acquiring new
customers and launching new products so
really interesting results there let me
close out this question and move to the
next slide okay
the next tip is
to leverage insights from Sephora
knowing which products or categories are
doing well can help you prioritize what
to focus on and invest in so ask your
buyer for as much data as they're
willing to share about the category and
even your competitors Sephora never
shared specific numbers with us but they
told us that within acne cleansers spot
treatments and sets were the
best-selling subcategories so when we
were deciding which existing products to
resupport
for new products to launch we focused on
products within those winning areas okay
so for like most retailers has a ton of
information about its clients which it
could be a gift and it can be used to
complement your own consumer research as
an example Sephora shared that their
acne clients were quite knowledgeable
and selective about acne ingredients and
we're looking for efficacy and fast
results that may or may not seem obvious
but it impacted our messaging product
innovation pipeline and claims testing
which I'll talk about in a little bit
another great source of information is
sell through data we looked at POS data
regularly to help track product and
overall category performance you know by
retailer region by door etc we it also
helped us analyze and compare new
launches promotions and seasonal
campaigns in Sabrina this is you know
one of my favorite parts of the
presentation not just because we're
talking about a skew-t here but because
we get to actually show what these
insights so if everybody can see this
product launch comparison chart here
this is from our trends page on the
acuity platform and Sabrina and I just
launched our imaginary new lipstick
lunch and so we launched it around April
8th and you can see from this data here
that the launch went really really well
in the Southwest market and in the
Northeast market what can you do as a
brand Sabrina with this kind of data
yeah I think what for me what data does
is it just
prompts questions to to look into so I
would say you know I would look at the
top-selling regions and say okay what
are they doing well and what best
practices could be then take to the you
know lower selling reasons or look at
the lower selling ones and say okay well
do we have a stock issue is it a
training issue is it a messaging issue
maybe it's not locally relevant so I
think it just provides an opportunity to
like dig deeper to solve problems before
you know and and and recapture sales
before it gets too late yeah absolutely
and I think having that data in
individual way definitely does make a
difference as well yeah do you see a
benefit from brands using a tool like
this oh definitely I mean it would be
really complicated and time intensive
for a lot of brands to parse out
information like this on you know in
Excel or through other ways so being
able to just like see it on a screen
really quickly it eliminates a lot of
that that work on on the brand side in
terms of like data crunching and it
allows for more and more time to
actually like get insights and ask
questions so yeah no I think this is an
amazing tool absolutely okay so here's
our next poll question I'm just gonna
open that up for everybody right now and
what we want to know is how often are
you leveraging data during your buyer
meetings what do you think Sabrina um
you know I don't know how often I would
hope that it's always but maybe it's
most of the time people would say yeah I
think as the answers are coming in we're
seeing most of the time always some
brands are saying never and rarely so
I'm actually shocked by that oh I am you
really should be using data well I think
it's about knowing who your audience is
I know you know a lot of brands it
depends on the culture right like some
brands make decisions by using you know
intuition like okay I think this is an
opportunity for us we're just gonna go
for it but your buyers tend to be more
data-centric and want to be able to
validate decisions so if you're
launching a new product they might want
to know okay well how do you know you
know why so you know being able to come
and say here's our sales projections
this is you know filling a gap in this
area this is innovative because this is
how you know we think we're going to
grow and how you're gonna grow by
supporting our launch being able to give
them as much data as they can so they
can also sell your idea down their pike
I think is really important so if your
buyers tend to be data driven which most
are knowing your audience and giving
them what they need to support you I
think is only more beneficial for you
one hundred percent already so I'm just
closing off that poem now and we can
move on to the third tip okay a nexus to
be differentiated there are over 300
brands sold at Sephora and dozens per
product category so how does yours stand
out who are your top competitors what
are you doing better or different who
are your target consumers do you really
know what she wants or what drives her
this is where we leveraged you know all
of our market research competitive
reviews Sephora insights for visits
customer surveys and reading product
reviews to make sure that we have the
right positioning one of Sephora score
strategies is to have a narrow but deep
focus on hero products so what does that
mean it means that it's more effective
to invest in growing a few core products
than to spread your resources across
trying to support your whole line a
Clinique our heroes were bestsellers of
course but we always also focused on
products that were effective in
recruiting new consumers to the brand or
category for instance on three stuff
that's the cleanser clarifying lotion
and yellow moisturizer through our
research we know that three-step is a
great entry point into Clinique skin
care and maybe even their first
introduction to the brand other types of
consumers are looking for innovation and
technology so serums were effective
there we knew that
acne clients at least at Sephora are
drawn to cleansers spa treatments and
sets so that was a focus point for acne
and we just you know if you're trying to
get new insights into which to choose
you can always use retail sales reports
your own sales information or research
or even you could even leverage the
askew D data right to figure out which
products to probably focus on okay it's
not enough to have the best product if
it's not clear what your product does or
what's special about it and in this day
and age you basically have milliseconds
to grab attention
and make an impression a Clinique all of
our products were great I mean it
especially the acne ones they were all
clinically tested so we knew they were
effective but if your consumers don't
know that then it doesn't really matter
so knowing that sephora's acne clients
were looking for fast effective results
we took the opportunity to strengthen
our messaging to be more competitive and
stand out in a claims driven industry we
retested our acne 3-step and were able
to claim that it reduced acne by 37% in
3 days which we added to our packaging
merchandising and advertising and that
had a big impact on acne 3-step sales as
well as ancillary products
another core strategy at Sephora is
discovery and and key to that is
introducing newness as a way to delight
clients and differentiate Sephora from
other retailers but it has to be the
right product meaning it fits with your
DNA its innovative and different and
it's the and it's rate for the Sephora
client so for also likes having
exclusive products as another way to
differentiate itself from other
retailers so we often worked with them
to develop exclusive products or sizes
even if it was only a limited life like
a holiday set or exclusive for a limited
time before opening it up to broader
distribution it also has to be the right
category we'd find out which trends
they'd be focusing on for the next six
months or so and then tried to be
included in relevant animations so if
they were having an acne animation for
example we try to make sure that at
least one or two of our products was
featured and lastly it's having the
right messaging that's not only clear
and persuasive but Sephora eyes one of
the examples of Clinique was the launch
of the acne clinical clearing gel we
knew that it was an effective product
because we had the clinical testing it
was a spot treatment which we knew from
Sephora was a growth category and we
developed a campaign that compared the
results to a prescription acne drug
because we knew efficacy was important
to this for our client so here we had
the right product in the right category
with the right messaging the next tip is
to drive strong client engagement like
with many retailers Sephora's clients
tend to research products online before
they buy they might still buy in store
but they're doing they're learning
primarily online so prep brands should
use that opportunity to create digital
content that builds an emotional
connection with consumers one way is to
use your brand and product pages to tell
your story we always put a lot of
emphasis on the pride and claims we are
making but having other assets like
videos or how to's especially for your
hero products is maybe even more
powerful Sarah I wish I had a statistic
on this but conversion is much higher on
product pages with a product or how-to
and on pages without so enhancing
product pages the video can be really
worthwhile for brands Wow yeah social is
another focus for Sephora to help keep
clients engaged and up to date on the
latest beauty trends brands looking to
leverage Sephora social media channels
can create content for the beauty board
or other hashtag campaigns like trending
at Sephora email is another great way to
reach Sephora's best clients which are
its beauty insiders we often worked with
Sephora to get featured in an email like
if we were part of a trend animation or
we're trying to promote a new launch
I'm always looking at my Sephora emails
I always look forward to them coming I
do too I want it I'm always looking at
what rewards like again you know so it
does it does work smells do do work
absolutely or what's new right like I'm
always looking to see what's new even no
one's brand loyal anymore
which is another challenge for a lot of
brands but that's part of their whole
discovery right it's trying to get
people to to try new things okay so um
the next is proceeding readings and
reviews so with so many options
available most consumers are looking to
others unbiased experiences for
validation and reassurance before they
buy I know I do
that's why having positive reviews is
super important for your heroes and for
new products at launch for bigger
launches we often gave vib and Rouge
members early preview samples to drive
strong ratings and reviews before launch
we also paid attention to the product
reviews and use those insights to for
future practive element plans
strengthening our messaging and even
cast member of training
while many Sephora shoppers research
before they buy 77% of purchases can be
influenced in the store 77% that's a
massive number what is amazing right it
just talks to the power of impulse
purchasing so so having cast members on
your side and being an advocate for you
is pretty darn important
they're the ones that are interacting
with your potential consumers
facilitating discovery answering product
questions and sharing their own
testimonials we always made sure to
provide training and gave cast members
simple but strong talking points and
especially for hero products and bigger
launches we always tried to gratis as
many cast members as we could so they
could speak to them firsthand there's
just nothing like a rave review from a
beauty expert to drive sales and from
either a brand perspective where do you
feel teams fit into that well your feel
team is you know dealing it's there
basically you're your sales team right
there they're your first line and in the
cast members are your first line of
consumers so they're providing training
and making sure that the cast members
are you know all understanding what your
products are doing and getting excited
about them and can speak to them but
they're also trying to get them engaged
and excited so that enthusiasm spills
over to the client to sephora's clients
and that they can recommend your brand
with with enthusiasm they're also a
great source of information so they can
give you feedback on you know what's
doing well and store what are consumers
saying and that can help you modify your
plans and also recapture sales so your
field team is really important in terms
of working with the field bringing that
back to sales as well you need to be
able to track where field team education
is taking place and whether those doors
are seeing in increase in sales and you
can definitely use it to like ask UT to
do that definitely so once again a great
segue into our our last poll question
here which is whether you have a field
team or not I'm just gonna open this up
for everybody in the audience and feel
free to answer Sabrina what do you see
you mean due to field sales do people
have field sales teams yeah like I mean
I'm sure I'm sure quite if you do I know
we also talked about the importance of
field field sales teams what like where
are you seeing the importance I know you
did talk about that quite a bit yeah I
think that you know it's important to
have that those field field teams and I
think part of it is like I said that the
training but building the enthusiasm I
know I've done a lot of secret shopping
in my in my life and there was you know
one time you know you would go and
browse the shelves and ask the cast
members questions or whether it's you
know be to consultants in other stores
and you know Oh tell me about this new
product and I can't even tell you how
many times we've gotten the most bizarre
answers they you know didn't understand
what the product did what the beauty
benefits were you know obviously had
never tried the product themselves so it
just reinforces like making sure that
your training is on point that you're
giving them really simple clear talking
points that they can share back to
clients and giving them a chance to
sample the product too and be able to
talk about it from a first-hand
experience it's just so critical so it
just it just speaks to the importance of
what your field sales can do when
they're operating optimally sure and
just so you know and everybody on the on
the call know that the answers that
we're getting is about 60% of people on
the line do you have internal field
teams about 17% have third-party teams
and 28% have actually don't have a field
team so those are also really
interesting results
okay the last tip is to attract new
clients
now I am really big on retaining the
clients that you already have but to be
number one in your category you need to
keep filling the funnel that's just a
reality so getting good exposure on
sephora.com
is huge for generating awareness first
of all we know even brick-and-mortar
shoppers are looking online second we
know consumers have a short attention
span so if you're not on the homepage or
ranking high in search results your
product or brand may not be seen and
third a lot of grams at Sephora aren't
sold in store they're only available
online at least initially so clients who
typically shop in-store it may not know
that you're available at Sephora yet we
always ask to be included in feature
categories on the homepage like just
arrived or editors picks especially if
we had a big launch or an exclusive
product how to merchandising distortion
in store or we're running you know like
paid ads or search to drive traffic to
the site another way support creates a
sense of discovery for clients is by
giving them a chance to try different
brands you're sampling this is also a
great way for brands to get more
exposure for their heroes
remember narrow and deep so this would
be your best sellers recruitment skews
for new products
there are several ways sampling happens
at Sephora there are free samples like
check out samples on Sephora comm which
is there smart sampling or there are
Beauty Insider samples like 100-point
perks and then there is paid sampling
for instance like through Beauty on the
fly or Sephora favorite sets you just
want to make sure whichever sampling
strategy you pick aligns with your
objective and some examples of the
objectives might be building awareness
launching and sustaining new products
selling to more Beauty insiders and
driving full-sized sales when we were
launching the acne clinical clearing gel
we offered a packet sample to build
awareness we also offered deluxe samples
to beauty insiders because unique Beauty
insiders was an objective for Clinique
we also developed two sizes one was
smaller at a lower price point so that
could be sold on the Shelf as well as
beauty on the fly and we developed a
starter kit that included smaller sizes
of the clinical clearing gel and also a
cleanser and a moisturizer so the
consumer would be able to see some
results and then could replenish with
full sizes next time I always love
samples here look one of my favorite
parts about going to Sephora don't you I
don't even need them but I always you
know I always Ford them so okay
remember that statistics there are the
77% of purchase decisions are made in
store
well merchandising plays a big part of
that especially since the stores are
designed so clients can navigate and
discover new products and trends on
their own so if you're one of the
brand's sold in store having exposure on
an end cap or a favorites wall makes it
much easier to stand out while she's
browsing another way of to make sure
your collateral and branding pop with
consumers attention spans are short so
especially while browsing so we would
make sure our visuals and headlines were
were i'm i catching and tied to the
product benefit
okay expect to invest in advertising to
attract your target consumer a clinic we
had big budgets we we ran you know TV
and print ads but we also focused on
heavily on paid search and social ads to
build awareness and drive the next step
in the consumer journey which is
consideration I know I I think of ads
like a first date it's like if she's
interested she'll be open for more which
is why which is why ads should always
include a call to action so you get a
second date
and in this case that second date would
be driving traffic to sephora.com
and then you can use all your assets
like progr scription x' videos ratings
and reviews beauty bore photos etc to
get her to the next step which is point
of purchase
all right so yes this is where we can
you know quickly recap what we've
discussed today first we need to
understand what's the force key levers
are and what's important to them like
digital merchandising they're cast
members or their big insider program and
that way we not know not only what to
pitch to them but where we'll get the
biggest return on our investment second
prioritize what you can reasonably do
well and then knock it out of the park
we can't possibly do everything so focus
on things that have the greatest impact
on meeting your objectives and actually
there's one example that comes to mind I
was working with another company
recently and they were launching they're
planning a new launch and we're you know
I'm gonna had plans to have like a big
PR event and I you know I don't know how
many of you have put on PR events but
you know it's always part of like a
launch campaign plan or strategy but
they take an enormous amount of
resources they're expensive so I mean we
were looking at spending you know
between 50 and $100,000
it requires you know working with an
outside agency it requires a ton of
internal resources from creative just to
managing the whole process
it's just a lot of work and when we were
thinking about okay what would we really
want to get out of this it was we you
know success would look like six
placements in magazines
so we placements in six different
magazine so we could get that then that
would be a win but all of the effort in
like time and money that would go into
that it just there that just doesn't
seem like a reasonable ROI so really
okay if we don't do this big PR about
what could we do to still get those
results and we ended up figuring out we
could spend about ten thousand dollars
do a bunch of desks sides and have maybe
a few nice dinners and we would get the
same results so instead of sending a
hundred thousand dollars and requiring
like all these people to focus on
putting on this big event for a few
months because it would take a lot of
time plant you know and planning leading
up to it we could do you know five
dinners and get you know five or six
dinners and get the six placements for a
fraction so it just goes to show about
you know planning through like and
working backwards what is your end goal
and then what do you have the capability
to do and then we could reinvest the
that ninety thousand dollars into other
things so that was a big win for us the
next is to make sure you have you that
you've sufficiently budgeted for
resources and capabilities another
example is when I was at clinic we have
this this product that we were launching
and my team wanted to gratis every cast
member but when it came down to it there
just wasn't enough budget for that so we
had to scale back the number of cast
members that we could gratis which was a
bummer because the project was amazing
and everyone who tried it loved it so it
would have been awesome to get it in the
into the hands of all these influencers
but you know I guess the the moral is
you might have some big ideas just make
sure you're realistic about what it's
gonna cost and and then like what that
impact could have the next is plan ahead
several seasons we always have one or
two years planned out at least and even
longer for product development and we
would always ask to see what the
retailers calendars were to make sure
that we were also a lot
and for instance if they were having an
animation you might need to pull up a
product launch or some type of marketing
campaign to align with their calendars
as well keep dialogue open and ongoing
they'd like to know what's coming what's
going on with your pram and what's
coming down the pike like new products
in fact they like being taken into the
fold and able to provide input early
which is also a great way to get them
more excited about your launch and we're
willing to support it on their end
and lastly reassess goals from time to
time
both the brand and Sephora your focuses
might change and you just want to make
sure that you're on the same page for
instance let's say they decided the acne
wasn't a priority category for them
anymore well then you know let's say you
had a bunch of advertising spend against
acne you might want to then redirect
those funds and put it behind a
different category that Sephora was was
focusing on and so you may not want to
support something that they're not so
just making sure that your your goals
are aligned and that you're keeping that
communication open is really important
all right you so much Sabrina that was
that was amazing
and I know a lot of people learned a lot
on this call just a reminder that we
will send out a complete recording of
the presentation we're gonna jump into
the Q&A so if everybody could put in
their questions in the zoom terminal
that would be fantastic
thank you again Sabrina I was it was
really really wonderful I want to just
remind everybody before we step into
that if you could fill out that eschewed
e feedback form that would be phenomenal
and that way you can receive your copy
of the complete roadmap to becoming
number one in your category at Sephora
and I'm also listed or contact info
information here if anybody on the call
wants to learn more about a Scootie and
tracking product performance by region
doors and skews or analyzing and
comparing new launches promotions and
seasonal campaigns or really any of our
other features that include inventory
management
sales enablement field team in a
enablement regional analysis our cross
retailer analysis feel free to reach out
and we will be more than happy to answer
all of your questions so Sabrina you
ready for some hard questions bring it
on
I'll do my best let's see what we got so
Deena asks on the exclusives were you
able to sell them on your own website
yes for the most part yes so exclusives
that are sold at Sephora it's something
that you need to discuss but generally
selling them on your own website is is
allowable it's more about exclusivity
from other retailers that they're
concerned about but it's it's definitely
something to discuss with them but
usually yes resold if it made sense for
us we know there might be like a beauty
on the fly
set or some type of holiday site where
we maybe didn't want to sell it on our
site but for the most part we were
allowed to alright umm Dominica asks
what are your recommendations for small
brands that are trying to start their
own field team right now we only have
her and in Chicago and they like to grow
their training team yeah I think it
depends on you know what your scale
right now and what it's going to take I
know that there are outside resources
for that so you know it's always great
to have you know everything done
in-house because then it's really
branded in it's your own you have more
control over it but there are some
providers that that provide that field
sales help especially as you're as
you're starting out and that might be
something to look into you know before
you start taking on all of those
expenses in-house it depends on your
your budget actually but you could you
could definitely use some outside
resources at least initially and then
you could take that back inside when
you're ready but it also depends on how
many doors you have to service and what
you're like what the needs are I would
if it were me starting out I would
probably
either hire like one person that could
take on all that or I would maybe look
to an outsource and to outsource that at
least to start all right um we have
another question here did Sephora care
about what worked at her for Clinique
and other retailers um not really
they support you know if they've they're
really on top of it and they know what
works for them so and some of the
strategies you know are are the same
merchandising its sales and training its
sampling actually Sephora it's much
bigger in sampling for some in some
respects so I think a lot of the
strategies overlap but I think they they
have their own ideas and and that drives
them for sure um there's another
question here do you have any tips for
getting and cap space how do you make
that case yeah I think first of all is
to understand what their plans are like
for using that space going forward so
they might have animations I know back
in the day they were doing like a que
Breann animation and we had some you
know asian-inspired products but we're
not a kibriya but we still pinched it so
go for it and they're like thank you but
no so you know but we have a moisturizer
animation going on and you guys can sit
there so I think is understanding what
animations are what trends are they
promoting down the pipe where the how
are they gonna be using that space can
you participate in it obviously they're
going to be putting it towards you know
bestsellers or up and comers that you
know maybe it's part of their scouted by
Sephora you know group so seeing how you
can fit in and where you're you're
aligned but then also offering you know
seeing how you're going to support it so
if you're just like hey can I be on your
end cap and there's no other support
from the brands like okay well are you
going to be participating in the
sampling program are you
to be gratis ting cast members are you
gonna be doing trainings are you gonna
run some events are you gonna be running
ads so what is it that the brand is
going to be doing other than just
relying on this one merchandising so I
think it's it's a partnership and having
that conversation and it might even just
be like what can I do to be a part of
this animation and and see what they say
but I think understanding you know what
are they've they've plotted out on their
planogram and they're their sales their
marketing calendars how they're gonna be
using these spaces and so you just want
to fit see where you can fit in yeah and
I think you know here as well like
really bring that data I know we were
talking about bringing data to buyers
meetings that's entirely what you should
be doing here as well yeah for sure
um so just in the interest of time we're
gonna have to and only answer a couple
more questions
but this this team or this person asks
with defaults and with a small field
team how do we decide which stores to
visit I would focus on strengths so the
biggest doors you want to put all of
your effort against the biggest
opportunities so the biggest doors are
gonna have the biggest opportunities in
sales and that's where you want to focus
so find out which are there a doors and
go there it depends on to whether you're
full distribution or if you're you know
your limited distribution but find out
within the doors that you are which are
their top doors and they they have them
tiered out so I would definitely put
your focus on their top tier doors and
put your align your resources there
because that's also where they're
focused yeah and then once you've you
know made sure that you're covering the
a doors it's the B doors
it's the C doors but you know I would
have more frequent visits with your a
doors less frequent visits with the D
doors or no visits things like that yeah
for sure and it looks like that is it
for time well thank you again so much
Sabrina for all of your time and your
expertise everybody on the call did
really enjoy this and we look forward to
having you on again sometime you're
welcome
and I'm noticing that there are some
open cute you know questions still so
for people that are you know would like
their questions answered please feel
free to to get a hold of me I'm happy to
answer whatever questions that you have
now or that you think of later perfect
alright thanks everybody have a good day
Sarah