Field marketing jargon buster

RedWigWam Field Team

Learn about terms and phrases used in store

As the UK’s number one job booking platform, RedWigWam offers jobs in all industries, including field marketing, field sales and mystery shopping. For those unfamiliar with these roles, here is a jargon buster to define some frequently used terminology in store.

Active Selling

Active selling involves identifying potential customers and ensuring that they know about your product and the reasons why they should buy it.

This can be done by offering discount, sampling, free trials etc.

Barker

Shelf point of sale (retailer or branded shelf barker / display material to highlight consumer message)

Barker

BOGOF

Promotonal mechanic where a customer buys one product and then recieves another one free.

Book stock

The store system thinks there is stock of an SKU available, but no stock on fixture or in store warehouse

Brand Ambassador

Someone who represents a brand in a positive way by promoting, selling or endorsing. The main objective is to increase brand awareness and sales. The brand ambassador’s job is to drive results through communication tools either publicly, such as social media, or privately including emails, messaging and further one-to-one channels

Capacity

Number of units or cases that can be held on shelf

Clip strips

Hanging display units

Clipstrip

Couponing

This involves handing out coupons to potential customers. These coupons offer money off/ offer an incentive for customers to buy them. Sometimes, this will be inside a store on the product aisle, or it may be outside a store.

Delisted

Product that has been temporarily or permanently discontinued by the store and currently does NOT have an SEL or stock on fixture or in warehouse

Demonstrator

Demonstrating new/ existing products to shoppers in store, encouraging them to try new flavours or products and to make a purchase. Often involves free samples or discount coupons.

Facings

Number of units of same product variety sited on shelf

Facings

Field Marketing

In short;

Field marketing is ensuring that products are available in store for customers to purchase. Anyone can be a field marketer with a a little training and understanding of the jargon!

In long:

Field marketing is a strategy that deploys teams of sales and marketing professionals supporting a brand to make sure you gain the greatest possible presence and can leverage and negotiate competitive advantage directly with retailers, shoppers and consumers:

– At retail
– At any other point of sale
– At live events
– In combination with digital and online

Field marketers may use any strategy to achieve your brand goals though typically will use skills such as:

– Field Sales
– Merchandising and Compliance
– Retail and Sales Training
– Mystery Shopping and Event Evaluation
– Product Sampling and Demonstration

(taken from http://fieldmarketing.com)

Fixture

Aisle with shelving instore where the consumer buys product from

FSDU (Free standing display unit)

Display units that is normally temporary and stands apart from the main fixture.

FSDU

Gondola End

Shelved fixture at the end of a main aisle used for new / promotional products

Gondola End

Merchandiser

person employed by store or by manufacturer to go into store and take products from the warehouse & put them on the shelf to improve availability for customers

POS (Point of sale)

Retailer or branded shelf barker / display material to highlight consumer message

RSP (Retail sales price)

This is the selling price of the product

Seasonal Aisle

Aisle where seasonal items are sold – Christmas, BBQ etc.

SEL (Shelf Edge Label)

Shelf label that sites below the product and gives pertinent information regarding the item i.e. bar code, pack size, selling price

SEL

SEL Tips

Shipper

Display units that is normally temporary and stands apart from the main fixture.

Shipper

Side stack

Shelved unit, often at the side of a feature / gondola end that is used to display product, often on promotion

Sidestack

SKU (Stock keeping unit)

SKU refers to a stock-keeping unit, a unique identifier for each distinct product and service that can be purchased in business.

SKU

Recent jobs

Walking in and siting POS in Tesco stores – £10/ 30mins

Online shop and taste test for new smoothie brand – £7.50 for time + £7.50 for products

Merchandising for Nutmeg clothing in Morrisons – flexible hours & nationwide

Handing out coupons in Supermarket stores to customers – £10/ hour

Food sampling in John Lewis/ Farm shops – £10/ hour

From our blogs

Field Marketing Jobs Available

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