March 6, 2024

Leveraging Physical Availability for Brand Triumph in the FMCG Arena

In the fast-paced world of Fast-Moving Consumer Goods (FMCG), the adage “out of sight, out of mind” holds significant weight. However, its counterpart, “in sight, in mind, in cart,” is equally impactful, spotlighting the pivotal role of physical availability in brand success—a cornerstone strategy at Bounty Foods & Care, a vanguard FMCG distributor.

Physical availability is about ensuring a product’s presence in locations where consumers can easily find and buy it. This strategy, often overlooked, plays a crucial role in brand success. According to ‘The Shopper Marketing Revolution’ by Mike Anthony and Toby Desforges (2013), a Nielsen report notes that 70% of buying decisions are made at the point of sale. Additionally, research by OgilvyAction, which included interviews with 14,000 shoppers across 24 markets, indicated that the majority of purchasing decisions happen in-store, with one in 10 shoppers leaving without items they intended to buy. Steve Harding, CEO of OgilvyAction Europe, stressed the importance of the point-of-sale as the modern-day critical moment for brands, highlighting the need to grasp shopper behavior.

At Bounty Foods & Care, we understand that ensuring a product’s presence across various channels involves more than making it visible—it’s about making it available at the right place and right time. Our approach combines thorough market analysis, strategic positioning, and vigorous execution across multiple channels, ensuring that our partner brands achieve prominent placement and visibility.

Our strategy is heavily supported by our skilled sales team, who possess an in-depth understanding of the South African market. This enables them to effectively convey each brand’s unique selling points at the retail level, fostering relationships and developing compelling brand stories that connect with consumers. Our partnership with On The Go, for example, led to a significant increase in brand visibility and sales.

Utilizing cutting-edge inventory systems and predictive analytics, we keep stock levels optimal, reducing the risk of missed sales due to stock shortages. This forward-thinking approach simplifies operations and offers our partners immediate insights into their brand’s performance.

Case Studies that Speak Volumes:

Our collaborations with brands like Serena and General Mills underscore our effectiveness. Even in a crowded market, our targeted strategy for physical availability—securing prime shelf positioning and executing strategic promotions—resulted in remarkable growth in the meal solutions category.

Physical availability is more than just placing a product; it’s about understanding and integrating into the consumer’s purchasing journey. At Bounty Foods & Care, we go beyond mere distribution; we are strategic partners in brand development, turning availability into a golden opportunity for growth.