Sometimes our teams are directed to perform at a sub-optimal level. Sometimes our teams don't have the reporting to help them understand what they "should" have done.
Here's the four-year trend for new item introductions for a brand. The arrow tells you where the problem resides.
In 2018 the brand introduced new items at a thrilling clip ... now, that isn't always right either, especially if none of the items become winners. However, what happens in 2019 borders on being grounds for dismissal with cause. Average monthly new items per year look like this:
- 2018 = 28.6
- 2019 = 6.8
- 2020 = 13.1
- 2021 = 10.5
We don't need a lot of reporting to help us. We just need the "right" reporting. And if your merchandising/product team won't produce the reporting, well, then it is your job to produce the reports.
When you have a year where your merchandising/product team is asleep at the wheel, you have subsequent years where the marketing team suffers because the failure to develop new items ripples through the future, causing customers to spend less. That's not the fault of the marketing team.
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