News
REPS Merchandising Organization Returns to Home Video
By
May 7, 2007, 13:51

The Handleman Company will be announcing its “return” to providing third-party merchandising services to the home video studios at the Entertainment Supply Chain Academy (ESCA) in June in Los Angeles; the company previously curtailed all of its services to the category in 1998.  

The move results from the acquisition of Murfreesboro, Tennessee-based REPS 18 months ago, which specializes in third-party merchandising for a range of consumer packaged goods products. This standalone organization currently handles the music category for Handleman as well as products for Gillette, P&G and other consumer package good companies.

According to Handleman’s Vice President of Business Development, Mark Heidel, the company has meticulously rebuilt the REPS organization since its acquisition, now providing 400 full-time Territory Managers, 1,500 part-time Territory Assistants, 41 District Managers and five Regional Directors to support this direct-to-store merchandising organization.  Additionally there are 50 national trainers responsible for all training requirements such as new project launches, new hire training and proficiency training on new technologies.  

“Our customers have seen the benefit of having sales reps with experience in the home entertainment category working directly with both the VMI and retail department leads. They focus on items such as supply chain opportunities, improving promotional placement and educating stores on new release benchmarks” he says.

Heidel emphasizes that over the past ten years; the speed of information has increased dramatically, now demanding that data be provided overnight to the VMI. REPS accommodate these demands with the use of PDAs, laptops and Bluetooth scanners.  

“We are the eyes and ears of the VMI, which is critical for any new product launch; we need to understand all the new metrics and communicate if the product was placed, where it was placed, how long it was placed as well as provide feedback directly from the consumer,” Heidel adds.  “Our number-one focus is on improving promotional execution.  If you are providing consistent service day in and day out for the retailer, you earn their trust and they will in turn support you.  Of course the strength of the title will drive your business, but better store relationships will always work to your advantage.”

Though RFID hasn’t played a role in REPS activities at this point, Handleman has a dedicated RFID team and is considered one of the forerunners in the adoption of this technology.  Even so, the REPS organization is still able to track a display from the moment it is built and are able to give the customer a visual of the supply chain for their promotion.
“We have just launched new software to organize photographs of new release products. Our reps are able to identify pictures by store and date for customers to view through a real-time portal. This provides physical confirmation to our customers that their projects are being executed on time and in the way they want.”

“Ultimately, it is our job to ensure that the right data flows to the customers to afford quick and accurate decisions and maximization of sales performance.”


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