In today’s high-stakes retail environment, software is a must-have for CPGs that want to optimize their retail execution, sales, processes, and retailer relationships. But is it better to build your own custom solution or choose a purpose-built retail execution platform? Here are the five key reasons why we think a purpose-built retail execution (RetEx) software like Repsly is a smarter way to go.
1. It’s designed specifically for the needs of CPGs.
Home-grown solutions are generally made using all-purpose programming platforms—the same kinds used for a variety of different industries and workflow types. Purpose-built retail software, on the other hand, is tailored to the needs of CPG companies, including the complexities of their workflows. Industry-specific tools for retail audits, trade promotions, and field sales tracking are all included, and don’t have to be built from scratch.
A frequent complaint we hear from CPG leaders who have gone the custom-built route is that it was difficult to anticipate up front all of the features they might need. When the functionality of their custom software doesn’t match the day-to-day reality of in-store teams, tweaks and revisions have to be made, leading to scope creep and lost time. With purpose-built RetEx software like Repsly, robust retail execution features and functionality based on industry best practices are already included, so you never have to go back to the drawing board.
2. It’s faster to implement—which means faster time to value.
A custom software build can be a long road, often requiring significant trial and error to get the functionality just right. Whether you hire an outside firm to build your system or rely on internal resources, you can be sure that your IT team will be sinking significant time and energy into the process.
Purchased retail execution software, on other hand, doesn’t require any upfront design or extended test cycles. While there is still some customization and configuration required, it’s generally more straightforward, with existing, vendor-assisted enablement processes. Most vendors have their own online or in-person training, too, so you don’t have to develop or conduct your own. The upshot: you can start getting a return on your software investment faster, and with far less friction.
3. It’s always up to date and always improving.
Building your own retail execution software solution is anything but a one-and-done. Making updates, scaling the system as you grow, staying ahead of new security threats—these all require additional investment. And with the retail landscape changing as rapidly as it does these days, in-house solutions risk becoming quickly outdated.
When you go with purpose-built software, innovation is part of the package. RetEx software vendors make updates and improvements on an ongoing basis, and when new integrations are available or tighter security protocols are available, they’re incorporated seamlessly.
Vendors also have their finger on the pulse of retail trends, and are continually evolving their solutions to help CPGs stay out in front. At Repsly, we’re especially focused on gathering feedback and ideas from our customers. This means that our users benefit from the best practices and real-world experiences of CPGs nationwide.
4. It’s got a more stable and predictable total cost of ownership.
It’s a big-ticket investment to build a retail execution solution from the ground up. At approximately $1 per line of code, it can cost up to $6 million to develop a large-scale software project. There are engineers, developers, consultants, and project managers to be paid, and in some cases new systems or even hardware to be purchased. Ongoing maintenance, upgrades, and security updates add to the expense over time—and don’t forget hidden costs like downtime and missed opportunities when internal solutions fall short.
Off-the-shelf solutions come with a much more predictable total cost of ownership (TCO). With the subscription pricing models (SaaS) most vendors use, you know exactly how much you’ll be spending on your software each year. Maintenance and updates are handled by the vendor at no extra cost, as are troubleshooting and support. No surprises, no regrets.
5. It gets proven results.
Purpose-built solutions are used by hundreds or even thousands of CPGs brands, so there’s substantial evidence to back up their efficacy. Multiple studies show that CPGs that switch to purpose-built RetEx solutions experience higher efficiency, better retail execution, and reduced operational burdens. We can’t speak to other RetEx solutions, but with Repsly, CPG brands have gotten measurable results:
- A global CPG brand improved field team productivity by 30% using a pre-built solution tailored for retail operations.
- A North American pet food brand was able to achieve 50% more store visits after implementing a purpose-built retail execution platform.
- One brand, realizing they needed a retail execution tool to ensure the success of a new product launch, was able to get ramped up with Repsly in just 2.5 weeks—something that would have been impossible if they had tried to build a similar tool from scratch in-house.
The Bottom Line: Leave the software to the experts and focus on your business.
There was a time when building your own software was the only way to use technology to improve your retail execution. But those days are long gone. Today there are excellent, purpose-built options on the market that deliver superior scalability, innovation, and long-term value. So instead of being in the software business, you can focus on growing your own business.