The Importance of a Field Component to Program Design: Market Transformation for the "Real World"

Sarah Johnson and Mark Newton, Ecos Consulting

Keywords

Abstract

In the highly competitive environment of retail sales, the inclusion of a field service component in any marketing strategy has become essential. Competition for every square inch of retail shelf space is becoming increasingly intense, while at the same time many retailers are seeking greater profitability through a leaner staff. The resulting demands on retail staff have heightened the necessity for retail field service. Manufacturers can no longer take for granted that their product will be merchandised prominently on the sales floor, or that the retailer will be familiar with and knowledgeable about their product. In fact, they can no longer assume that their product will make it to the sales floor at all.

The goals and objectives of "market transformation" programs are even broader than the promotion of the products of any one manufacturer. Not only do these programs attempt to promote the ENERGY STAR® qualified products of participating manufacturers, they attempt to introduce new technologies and transform consumer attitudes and buying behaviors. Because the education of the retailer and consumer is essential to this process, the critical role of the field representative becomes one of educator, merchandiser, and promoter.

Building on the experience of the ENERGY STAR® Residential Lighting program, this paper examines the importance of the field representative in the larger urban market as well as in the smaller, rural market, where the field component becomes even more critical to program success.