Challenging the role of accreditation in field marketing

Julian Cordy, CEO of Field Sales Solutions, Challenges Industry Norms in Field Marketing Accreditation

In today's dynamic marketplace, where consumer demands are ever evolving, the role of field marketing services has never been more crucial. As CEO of Field Sales Solutions, I am deeply committed to ensuring that brands receive the highest level of support to drive sales and enhance customer experiences in retail outlets.

However, amidst the backdrop of rising costs of living and inflation, coupled with the challenges posed by staff shortages and increasing demand in retail, a significant hurdle stands in the way of efficient field marketing operations – the Retailer Accreditation scheme.

While the intention behind accreditation may have been to standardise and ensure quality, it has inadvertently created barriers for non-accredited agencies, driving up costs for brands and limiting their choices in selecting the most suitable field marketing partners. The accreditation fees, particularly for retailers like Asda, reaching more than £400 per person, and even a moderate £15 for Sainsbury's, are burdensome for agencies and brands alike.

What's more concerning is that this accreditation process is not based on the right fit for the brand. It is also not subject to service levels or execution quality, which other agencies’ ultimately need to prove in abundance, in order to be selected over a pre accredited supplier so to justify both selection and additional fees to accredit, but simply because they can circumvent additional fees. This not only reduces competitiveness in the marketplace but also compromises the ability of brands to select the optimal agency fit for their in-store goals.

For brands striving for marketplace consistency, the reliance on syndicated or flex field forces, favoured by current accredited agencies, proves limiting. Where brands overlook non-accredited agencies, they ultimately miss the opportunity for more dedicated brand focus within outlets. This oversight carries long-term implications, as brands forfeit field teams aligned with their brand and strategic in-store objectives.

Working with a consistent agency partner, and field force, drives increased focus and facilitates data-driven decision-making, empowering teams, and outlets to address the most pressing in-store issues and opportunities. This unlocks greater accessibility to field teams capable of more than just merchandising, and significantly impacts sales potential, a key focus for brands and retailers alike. For consumers, a more strategic approach enhances in-store experiences, enabling field teams to implement theatre, display, and promotion effectively, right at the point of purchase.

For accredited agencies, while coverage and interventions are key deliverables, fully account managed solutions have the added advantage of being able to provide bespoke reports across the whole range of services via a single platform, with greater insights across various touchpoints, including sales and outlet data integration. This comprehensive reporting not only offers a more holistic campaign view but also streamlines decision-making processes for brands, optimising field team focus and ensuring optimal support in the right stores.

In a time where both retailers and brands require agile and effective support to meet consumer demands, the current accreditation system seems to serve as an unnecessary obstacle rather than a facilitator of excellence. By removing this barrier, brands could access a broader pool of talent and expertise, leading to more effective in-store strategies and ultimately better sales outcomes.

At Field Sales Solutions, we advocate for a system that prioritises flexibility, innovation, and most importantly, delivering tangible results for our clients. Customers deserve the best in-store experience, and it's our collective responsibility to ensure optimal brand availability and sales achievement.

As an industry, it's time we reassess the role of accreditation in field marketing and work towards a more inclusive and efficient system that benefits brands, retailers, and, most importantly, the end consumer.