How to Make Your Customer King

BETTER COMMUNICATION BETTER SALES BETTER PROFITS EXCLUSIVE CATEGORY GUIDANCE

MAY 2012 betterwholesaling.com

How to get into the community spirit P26

THE ROYAL TREATMENT HOW TO MAKE YOUR CUSTOMER KING

Turning Japanese P28 Brakes accelerates value P22 Local hero P10

p1_coverMayCS4.indd 1 26/04/2012 19:28 • Available in singles (45g) and pouch (185g) packs • M&M’s® is the BIGGEST chocolate brand in the world • Massive £2.2m integrated advertising campaign • Exciting new summer TV ad – on air 27th May for 4 weeks

Stock up on limited edition packs from 9th May 2012

Untitled-1Untitled-3 1 26/04/201224/04/2012 10:3811:27 welcome May/2012

Contents Leader

Responding to your needs One of our goals at Better Wholesaling is to stay close Analysis Cover story Category guide to you, our readers, and listen to your needs. So in response to your requests for more foodservice cover- 16/20 30/34 age, I’m delighted to bring you an exclusive column from James Armitage, marketing director of Brakes Group, one of the UK’s 6 drinks sales are you biggest foodservice wholesalers. James looks at the trends af- internet being served? aren’t soft ordering A happy customer The market for fecting the channel, including low-cost, high-value snacking, The web is finally is the key to great non-alcoholic drinks and outlines the benefits of online training p22( ). delivering results sales and we have is holding up Customer service also registers high on the list of your the right tools requests, so this issue, we provide you with some great tools 08/09 to help you give 36/37 to measure customer satisfaction, helping you to promote making fresh customers great purrfect great service and drive better sales (p16). a success service Range, quality pitch We also consider how to make field sales reps an asset, and location are key Features Four suppliers instead of a burden on your time, by getting them to help reveal the petcare you to understand products better (p12). products customers Summer is upon us and this issue, we have some refreshing Spotlight 22/24 are looking for ideas about how to capitalise on local community events and good food, run your own events in-depot. We also reveal the events 10/11 less costs 38/40 retailers say they want more of (p26). James Armitage scottish breads and Finally, we look overseas to the c-store sector in Japan on this year’s key spreads kaizen (p28) and whether there’s anything we can JC Filshill and foodservice trends Consumers want freshness, variety learn from this highly developed market. its continuous If there’s something you’d like us to improvement 26/27 and healthy options address in the future, please get in community 42/ 12/ spirit touch. In the meantime, I hope you Events can drive products enjoy this issue. the value of sales and bring you The latest launches field reps closer to customers and promotions Helping you get to know products 28/29 14/ eastern 43/ profit from wisdom Back page editor diversity Lessons the UK can 15 minutes with Guy Gissing on learn from Japan’s James Roydhouse of minority interests c-stores market Palmer and Harvey get in touch [email protected]

our contributors

james martin armitage is nick foster, a managing director shanagher is long-term Japan of Brakes Group, managing director of resident, is a a privately-owned Newtrade Publishing. freelance journalist leader in the His goal is to develop writing mainly foodservice industry Newtrade as the about business, with a turnover of first-choice company finance and £3 billion. Brakes for independent environmental serves international shopkeepers seeking issues. His work has catering companies, hotel chains, pub success in local appeared in The Wall Street Journal Asia, chains, restaurant groups and other retailing and for suppliers that want to grow The Daily Deal, The Guardian, The New related sectors. profits with these retailers. “We have great York Times and the Daily Telegraph. people and we will make our readers and customers happier and more successful.”

Betterwholesaling.com may 2012 05

p5_contentsCS4.indd 3 26/04/2012 19:16 news analysis

ordering digital delivers The internet is bringing wholesalers both benefits and dilemmas, says GUY CAMPOS ast month, JJ Food wholesaler Rayburn Trad- ers have gained experience of the new platform allowed bet- Service revealed ing, which reported internet and confidence in internet-or- ter cross-selling, with greater that its internet sales up 70% over three years dering as consumers, whole- visibility of clearance items, salesL had grown by an when it won a Queen’s Award sale platforms have evolved bestsellers and new products. astonishing 63% year for Enterprise for its export to tap into a substantial, It gained orders from new on year to £75m in the performance last year. latent opportunity. regions, with customers previ- 12 months to the end “This trend is likely to ously considered out-of-range of March. The increase The take-off in internet progress, as younger custom- placing bigger orders to qualify was double an impres- sales comes more than a dec- ers increasingly expect this for free delivery. sive growth rate of 30% ade after the original dotcom sort of technology to be avail- The average online order a year in total turnover, boom, so why is it happen- able,” he says. typically came in 10% larger which came in at more ing now? For wholesalers, the internet than the average order from than £180m. Patrick Mitchell-Fox, senior can broaden their reach, giving other channels. The company The figures suggest that at wholesale analyst at the IGD, them access to new customers. was also making sales it might least 90% of the company’s says: “Wholesalers have been Wholesaler Rayburn has otherwise have missed, with total sales increase came over slow to develop internet revealed that in the first year half of all web orders placed the internet, with online sales ordering platforms. They of its internet sales operation, out of hours. up £39m year on year, com- have been happy to stick with But there are dilemmas for pared to a total sales increase traditional service platforms some, says Mr Mitchell-Fox. of more than £40m. based around personal contact, “For customers, the internet In a statement accompany- which remains key to owning Wholesalers have offers additional capabilities, ing the figures, chief executive the customer relationship.” such as price-comparison. Mustafa Kiamil said: “An in- Mr Mitchell-Fox says been slow to But for wholesalers that have crease in new customers of customers have been quite develop internet traditionally operated with 16.6% showed that the many conservative and happy to ordering platforms less open pricing policies, this ways a customer can interact stay that way. But as custom- transparency is a challenge.” l with JJ Food Service was working. This coupled with genuine savings which can be made by placing and paying for their orders online and collecting from any of our seven strategically located branches throughout the UK was seen as a big advantage by our customers.” The news of JJ Food Serv- ice’s rapid online growth came as Booker also announced internet-sales growth far ahead of total-sales growth. In a Q4 trading update, Booker revealed that internet sales grew 21% year on year to £635m in the 12 months ended 23 March. This was almost three times the increase in total sales, which were up 7.3% to £3.9 billion. Around 40% of Booker’s total sales increase came over the internet (£110m out of £260m) and online sales now account for around 16% of Booker’s business. Other firms registering fast growth include Manchester- based health-and-beauty 06 may 2012 Betterwholesaling.com

p6 newsCS4.indd 4 26/04/2012 18:36 Untitled-1 1 24/04/2012 10:55 news analysis

foodservice

fresh thinking Range, quality and location are the keys to making ‘fresh’ a success, says faye david

resh is the word in fresh produce frequently saw a 131% increase in sales retailers price-marked packs retail at the moment. can really pay off. And of fruit and vegetables (141% of popular products, includ- A successful trial by that wholesalers must all in volume) after taking part ing lettuce, tomatoes, onions FNisa, a new concept store think fresh if they want to in a trial to see what produce and potatoes. from Budgens and sales grow orders. would work the best. The The move to fresh is also increases from forward- Many symbol groups have trial was so successful that supported by Budgens, which thinking retailers show already starting adding fresh the group has negotiated a has just unveiled its first that getting good quality, produce to their ranges. Nisa deal with suppliers to offer concept store in Hampshire.

08 MAY 2012 Betterwholesaling.com

p8-9 NEWS CS4.indd 12 26/04/2012 19:09 Evidence shows that many shoppers want good value over cheap produce, which supports the idea that shoppers will pay a bit more if they receive more in return

This has been highly com- cash in on fresh fruit and veg- says Him!’s Tom Fender: ing seasonal produce to help mended for its fresh-produce etables is huge but wholesal- “Wholesalers who can con- drive sales.” offering: the 8,000sq ft store ers need to improve quality vince retailers to recognise features a fresh-fish counter, control if they want a bigger the importance of fresh – The freshopportunity locally sourced eggs, and slice of the action. including bakery and chilled is proving particularly big for a wide variety of fruit and “We have another supplier ranges – and accept some delivered wholesalers. They vegetables. The opening of from New Covent Garden wastage allowance will see will be able to capitalise on the store followed an aggres- Market to supplement our customer numbers grow.” the needs of retailers and sive marketing campaign by fresh offering from Londis – But with fresh produce foodservice outlets to have all Budgens that included a pric- they get us more exotic fruit deemed more costly, how will their requirements covered in ing initiative to match Tesco varieties like mangos, melons c-stores remain competitive? one delivery. on 1,000 brands. This is the driving force Budgens is keen to be behind Somerset-based L&F famous for fresh foods and Jones Food Services’ plans to recent category development introduce a fresh-fruit and veg- work includes an increased etable service in the summer. range of loose fresh produce, David Jones, the company’s as well as more seasonal lines operations director, says: with in-store theatre created “We’ve combined forces with using wicker baskets, crates Class One, a top-quality fresh and display tables. fruit and vegetable provider, Kenton Burchell, Mus- to offer our customers a range grave Retail Partners’ head of fresh fruit and vegetables of trading operations, says: every day.” “The fresh produce category Class One will be delivering development work includes a van full of produce to training for store staff, which the wholesaler every includes visits to suppliers and day. “Because we growers to learn more about get a huge deliv- the product ‘from field to ery all in one go, store’.” The group also offers they are saving a ‘catch of the day’ fresh fish Customer asked Roli Ranger (right) to lots on petrol initiative that guarantees fish give his c-store a ‘greengrocer feel’ and delivery- will arrive in stores within van usage,” 36 hours of being caught. and passion fruit, and the Mr he adds. quality is very high,” he says. Fender Mr Jones Fresh food lies at the Wholesalers need to get says: vetted five other heart of top-up shopping in their quality-control right, Mr “Evidence companies for qual- c-stores, which is expected to Ranger adds: “This is where shows that ity and range before increase in future. But “get- many symbol groups fall down many shoppers deciding on Class One. He ting fresh right remains the – they need to improve their want good value over cheap adds: “If delivered wholesal- biggest concern for 47% of standards and increase the produce, which supports the ers want to be successful in shoppers,” says Tom Fender, frequency of deliveries.” idea that shoppers will pay a their fresh venture, they need managing director of shopper- Some c-stores perceive the bit more if they receive more to join forces with a top-qual- insight consultancy Him!. fresh category to be difficult in return,” whether that be ity supplier.” Roli Ranger, who owns a to manage and costly to run, more local produce or range. Booker launched a range of Londis c-store in Ascot, Berk- but Mr Ranger insists that re- Locally-sourced products fruit and vegetables for inde- shire, saw his weekly turno- tailers need to allow three to are in high demand right pendent retailers in August last ver increase by 220% after six months for the category now, he explains, so thinking year. This covers 30 products listening to customers’ advice to take off. ‘local’, not just ‘fresh’, will in shelf-ready packaging with to give his shop a ‘greengro- And the fresh opportunity give wholesalers a competi- a guaranteed minimum 30% cer feel’. isn’t limited to fruit and veg, tive edge. profit on return for retailers. He placed two old-fash- Focusing on seasonality – Meanwhile, in the food- ioned greengrocers’ barrows something that supermarkets service channel, Woodward outside his store to attract can overlook – will also give Foodservice extended its customers to his fresh offer- wholesalers and retailers a range in April last year to of- ing. Customers can come and 47% strong point of difference. fer fresh fruit and vegetables ‘feel’ produce before they buy Shoppers whose Mr Fender says: “A final idea to chefs and caterers, helping it, “just like in the old days”. top priority is to consider is whether local them to be seen as a ‘one-stop Mr Ranger agrees that the fresh ‘done right’ wholesalers and retailers can shop’ covering all their needs opportunity for c-stores to provide menu ideas involv- in one delivery. l

Betterwholesaling.com may 2012 09

p8-9 NEWS CS4.indd 13 26/04/2012 19:09 wholesaler spotlight

independents Scottish kaizen JW Filshill is thriving thanks to a dedication to constant improvement, writes NICK SHANAGHER

10 MAY 2012 Betterwholesaling.com

p10-11_wholesalerCS4.indd 12 26/04/2012 17:58 earing a set of store. This not only improves In contrast, Mr Hannah’s “Tesco is driving a big headphones and security but also means the office is smartly outfitted in a agenda into the convenience a high-visibility company can see the condition contemporary style. He admits market,” says Mr Hannah, “and Wvest, the stock-picker of the goods that it delivers. that his mother had a big hand independents know they have moves steadily along the in the look. On the wall are to improve.” bay in JW Filshill’s large When I mention that photographs of his father and The company promises to Renfrewshire warehouse. Filshill is a family company, Mr grandfather. His father, he adapt its KeyStore scheme Software means that he Hannah emphasises that it is says, objected to the photo- to meet the needs of every finds what he is looking for, not just one family but a group graph on the grounds that he is member’s store. This is backed even if some of the bays of families. Many of his staff still very much alive. up by investment in a team of look to be nearly empty. come from the same families. With more than 1,500 cus- business development manag- Every step along the journey Morale on the depot floor is tomers and a strong retail bias, ers (BDMs), who visit shops that he repeats regularly good and this must help build Mr Hannah is keen to persuade every three weeks and conduct through the warehouse has the positive momentum of the major brands to pay more business reviews twice a year. been rehearsed many times, business. When I arrive, I park attention to his operation and Armed with tablet technology, and carefully calibrated to next to a retailer who is using his customers. the BDMs can show retailers ensure that picking is as ac- the depot as a cash & carry. He JW Filshill is nimble. Hil- what should be in their range curate and as quick as possible. has a big van with the logo of lington is full of warehouses and suggest better sellers. The headphones mean he is “Our customer care is about told where to go, leaving both sustainable growth,” says hands free to grab products. Mr Hannah. “We don’t want to The picking starts by the steal someone else’s customer tobacco room, where a large for five minutes.” blue tote box is placed directly on the pallet. As other goods As well as wanting retailers are piled on top, the security to buy into JW Filshill’s vision, of the tobacco is enhanced. he is also keen for suppliers to The pallet steadily fills until it support the company. The ideal returns back to where picking negotiation would be about the has started and the completed price that the shopper will be order is shrink-wrapped and offered and to work the deal left in the loading area. backwards from there, rather The picker then retraces his than having a big fight over steps and starts filling another how much a pallet should cost. customer order. A large board “We’re looking for good con- shows how many orders need sumer mechanics. A two-for-£1 to be picked and by when, deal is a big opportunity for which drives the remunera- wholesalers and retailers,” he tion process. The company says. “We always try to get the has saved £300,000 by being consumer mechanics right to more efficient; its pickers work create pull-through.” harder and get paid better. We would like to see suppliers JW Filshill is happy to share JW Filshill is a family-run, support wholesalers who can data with suppliers. It is also £170m-turnover business demonstrate discipline committed to buying UK stock that, under current managing from UK suppliers. “We are director Simon Hannah, has very much a branded offering,” the ambition to be the best a national wholesaler’s symbol selling bathrooms and most says Mr Hannah. “We would wholesaler in the UK. While group prominently on the side. of the stock arrives by road like to see suppliers support his leadership style is hands-on Following him inside, I find from Newcastle. Instead of wholesalers who can demon- and friendly, Mr Hannah has a myself in the depot. the trucks returning empty, strate discipline.” ‘kaizen’ approach to manage- The reception area walls the company uses them to The company is also ment, focusing on continuous are filled with awards picked reach shops in the north of experimenting with digital improvement. up for excellence (including England. JW Filshill serves an marketing. Teaming up with He walks me outside the Hil- a record six ‘best wholesaler’ area from Wick in the north Molson Coors on a promotion lington depot to the transport awards from the Scottish of Scotland to Leeds in the for Carling Chrome, it worked office, where more innovation Wholesale Association), for south, its trucks covering hard to filter out ‘competition is on display. Every van is selling a million Mars bars, more than 1.1 million kilome- surfers’ and to reward proper tracked by computer. The team and perhaps one or two tres a year. customers. Buying a list from can see on-screen not only for golf. Sky, it sent emails to 50,000 where every van is but also its Mr Hannah is opti- addresses in 160 postcode ar- speed and fuel-usage. Driving mistic about his core cus- eas on a Friday and sold 1,000 carefully saves fuel, and that tomer – the local independent cases of lager in a week. converts into extra profit for shopkeeper. The company’s Ambitious and working the company and bonuses KeyStore symbol group has hard to deliver for suppliers for drivers. £170mJW Filshill’s more than 160 members and and customers, JW Filshill The vans also have video annual each member has invested up demonstrates that independ- cameras that are used to show to £100,000 in getting his or ent food-and-drink wholesalers the delivery being walked in- turnover her shop up to standard. can continue to thrive. l

Betterwholesaling.com may 2012 11

p10-11_wholesalerCS4.indd 13 26/04/2012 17:59 have your say [email protected] Opinion

Visits from field sales reps are still key in helping to improve knowledge and understand the products being sold, writes Mike McGee

any years ago, I was walk- ing around a cash & carry depot with its manager. MHe told me how much he disliked reps and how he took some pleas- ure in making them wait in a small, dark room. Fast forward to today and the same manager has a very different attitude: sales personnel are now a rare sight to small- and medium-sized wholesalers because, with some exceptions, most major companies have significantly reduced the size of their sales teams so depot-managers have more time to see them. Some suppliers continue to question the value of field reps, claiming that with the wholly-owned wholesalers, business can be done through calls to head office. Membership of buying groups also means that communication with most independent wholesalers can be undertaken through central offices, rather than visits to the depot. However, the multiples sector, which no substitute for a quick presentation expensive than the multiples’ normal is similarly disciplined, benefits from on why certain activities are important, prices may need a bit of explaining. multi-million pound investments in what impact they will have in-depot field forces, demonstrating that there and the action wholesalers can take to l Category management support: is genuine business generated through support them. Few would disagree that suppliers have personal contact. expertise in their categories and can provide good advice and best practice. Major brands spend substantial The multiples sector But this can only be implemented with a amounts in the following areas which benefits from multi-million depot visit, rather than through telesales. are then undermined by lack of follow through. Here are a few reasons why pound investments in field Realistically, despite the above, we are field sales are important to depots: forces, demonstrating that not going to see a dramatic change in there is genuine business these challenging times. But the big dif- l Understanding new products: generated through the use ference now is that most major whole- Many of us lament the speed that the salers make data available to subscrib- wholesale sector takes up new products. of personal contact ing suppliers. This is useful in helping But to support them, the operator needs suppliers to measure their market to understand the propositions. Central positions and competitive sets, but the listing is fine but there are innumer- biggest return could be in identifying able nuances to display, point-of-sale, opportunities in the data and using it to customer communication and order size l Trade promotions explained: direct a leaner, more focused sales force. that directly affect success. Price-marked packs, extra fills and other Not only will this be more cost-effective specific wholesale activity are not in and deliver benefits to all parties, it may l Marketing made relevant: themselves guarantees of success, which even lead to data-driven sales. l Sadly, advertising campaigns, sponsor- may come as a surprise to some suppli- ships and on-pack offers can get very ers. Their benefits and the pricing strat- Mike McGee is the partner of wholesale lost in the multitude of communications egy need to be clearly communicated and convenience industry consultancy The from head and central offices. There is – a price-marked pack that is 20% more Whole Sale Company.

12 May 2012 Betterwholesaling.com

p10_columnCS4.indd 10 26/04/2012 18:38 McCoy's Euro 2012 A4FINAL.indd 1

® Registered Trade Mark of United Biscuits (UK) Limited. CHAMPION PROFITS! STOCK THE WHOLE TEAM & GET A RESULT!GET A & STOCK THEWHOLETEAM day as well as 10% off at Sports Direct redeemable with every pack. every with redeemable Direct Sports every single at off 3D TV 10% a as well as win day to chance the offers promotion on-pack An ever sellingLimitedEditions‘ChickenWinger’ &‘SausageStriker’! Back inplaybyPopularDemand-McCoy’s are relaunching theirbest- category advicetoboostyour sales category www.ubperfectstore.com Independent BiscuitsandSnacks

23/04/2012 13:46 industry spotlight

guy gissing AG Barr, National Impulse Controller the facts

Company: AG Barr produces and markets a wide portfolio of soft drinks. Profile: Irn-Bru makes up just under half of the business, while Rubicon, KA, St Clement’s, Rockstar, Simply, Strathmore, Snapple, D ’n’ B, Orangina, Tizer, Sun Exotic and Barr make up the remainder.

ramadan returns Elit Rowland talks to Guy Gissing about profiting from diversity andA G Barr’s plans for 2012

BW: How important is the 2011. KA, Rubicon and Barr of our brands, we have special ily having 5% less spending wholesale channel to are now our fastest growing drinks packs dedicated to power, but the good news is your business? brands. A more recent innova- the Jubilee and to this year’s that people are still prepared GG: Wholesalers are some tion was the extension of Ru- big sporting events that will to spend money on low- of our best customers – the bicon, the UK’s number one engage with consumers. cost treats. People are also impulse channel and cash & exotic juice drink brand, into Ramadan is another big becoming less dependent on carry make up almost half the £800m ice-cream market. event for us and is the biggest supermarket deals and more of our business. We under- We also released Rockstar sales month for our Rubicon focused on everyday value stand the impulse channel Recovery energy drink into brand, which holds 33% of the in impulse via PMP (price- really well, so while some of the UK market – it’s our first UK’s market share in exotic marked packs). A lot of people our competitors get most non-carbonated energy drink juices. Customers buy enor- don’t realise the importance of their business from the that has been designed for mous amounts of the exotic of PMP, but we’ve been push- multiples, we’re targeted rehydration and thirst replen- juice brand, which is worth ing it for over 10 years. This towards independents and ishment, responding to the over £100m in the UK and will continue to be a strong wholesalers. Bestway, Today’s growing market for energy growing, to serve to friends area for growth in the soft and Booker are three of our drinks. Our latest launch, and family during this non- drinks category. top customers. We have also Rockstar Xdurance, is now the alcoholic festival. recently joined the Federation best-selling Rockstar variant. We also created National What advice would you give of Wholesale Distributors to Mango Week, in May 2008, to wholesalers? help to improve and develop What plans do you have for in association with Rubicon, GG: Britain is a regionally and our relationship with the the next six months? which has really helped to ethnically diverse nation. This wholesale channel. GG: 2012 is the year for events drive mangos to the forefront means that the ‘one size fits in Britain and we are planning of our customers’ minds. We all’ approach doesn’t work, BW: What has been your to get involved. For a number have lots of colourful displays and we stand by the principles greatest achievement? and promotional packs avail- of offering taste, choice and GG: Back in 2010, we able for retailers and wholesal- value, even at depot-level. The launched the Fruit Punch ers to get involved in the fun. economy will stay tough so variant of KA into the stills We stand by the supporting PMP and getting market. Today, this is our What trends are you seeing in involved in promotions around number one best-seller, principles of the soft drinks category? key events, particularly this achieving sales of over £5m offering taste, GG: Lower earnings and year’s big sporting events, in its first year. The total KA choice and value increased living costs have re- Mango Week and Ramadan, brand saw 75% growth in sulted in the average UK fam- are key to growing sales. l

14 May 2012 Betterwholesaling.com

p14 industry CS4.indd 1 26/04/2012 19:29 Say Hello to OUR new additions your shoppers will love

• Shoppers are increasingly looking for a pack size which allows them to control alcohol volume during the week1 • Over 50% of drinkers claim to moderate their consumption during the week2 • Bulmers, the UK’s Number 2 Modern Cider brand, has developed a pack that directly meets the needs of these shoppers3 • Stock new Bulmers Original or Bulmers No 17 6 x 284ml in your chiller now to make sure you don’t miss out on these shopping occasions

SOURCES: 1 Incite SKU Quant Research June 2011 2 Omnibus Survey 2011 2 IRI Off-Trade Excl Spec to MAT to 24.12.11

Over 18s Only

www.starretailer.co.uk

45297 Better Wholesaling Bulmners New SKU-tradepress_ad.indd 1 24/4/12 16:55:49 cover story ‘are you being served?’ A happy customer is the key to great sales, but you need to have the right tools for the job, says Elit Rowland

rice is often a key driver for standing stock service level independent retailers and of 99.7% last year. caterers, especially during a Gary Fice, buying Precession, but it’s is not the only director at MJ Baker, battleground wholesalers are says: “The most impor- fighting over. Customer service lies tant values for us are at the heart of customer loyalty, availability and be- and increased sales and profits. ing able to deliver So how can wholesalers improve products on time: customer service and, in turn, satisfac- it’s no good hav- tion? Tom Fender, managing director at ing great stock if shopper-insight consultancy Him!, sug- you can’t get it to gests setting up wholesaler focus groups your customer.” to get both positive and negative The group’s feedback from customers. telesales team “You can only improve customer service speaks with by understanding what disappoints your 30 customers customers,” says Mr Fender. every three Many depots have been investing in sig- months and nage and the identification of best-sellers, also emails cus- which has led to an improvement in the tomers online ease of finding products. This may have feedback forms also contributed to retailers giving their to measure their cash & carries high satisfaction ratings, satisfaction. according to Mr Fender. “Last time, we Some wholesalers say that making emailed 1,333 sure you have the right tools to measure copies and re- customer feedback is the key to great ceived 49 respons- customer service. es – that may not MJ Baker Foodservice, one of the West sound like much, Country’s leading independent foodservice but every piece of wholesalers, in part attributes an increase customer feedback in profits in the past year from £1.5m to is important to us,” £2m to great customer service. The group Mr Fice says. monitors key performance indicators every While availability and day, which helped it to achieve an out- punctual deliveries are

16 may 2012 Betterwholesaling.com

p12-16 coverstory CS4.indd 12 26/04/2012 18:36 customer service

important, they don’t necessarily spell Mr Bailey developed the Customer good customer service, according to top tips: how to improve Confidence Index (CCI) to identify a way John Bailey of Manor Consulting, which service with the cci to measure customer satisfaction that has worked with wholesalers such as is tailored to the needs of individual Booker to develop an approach to im- l understand customers: Know businesses. “You can’t tell customers proving customer service ‘culture’. what’s important to customers and how a that you never make a mistake. What Mr Bailey argues that good service product or service in question is delivered, you should tell them is that if they are in comes from knowing what your cus- including how complaints are handled and trouble, you will be there to help.” ‘are you being tomers’ customers need: “Wholesalers approaches to customer care. Real-time understanding is an impor- shouldn’t just be thinking about retail- l Identify key customer service tant part of this: “Sales performance ers. They need to take one step back and objectives: This will involve looking at isn’t measured annually – it’s done on consider what the consumer wants.” the measures that are currently available a monthly, weekly and sometimes daily and exploring areas that are not measured basis. Customer satisfaction should be but need to be. the same.” l create one confidence figure: Getting to know your customers per- Pull together all the key customer sonally is also key to building customer service parameters to provide one satisfaction, says Nikkita Mulchandani, figure that measures the trade marketing manager at Imperial overall understanding of Cash & Carry. served?’ customer confidence “We don’t have any formal way of across the measuring customer satisfaction – in- organisation. stead, we speak to our customers, treat

We speak to our customers, treat them like friends and try to understand what makes them tick

them like friends and try to understand what makes them tick.” Imperial, which is celebrating its 25th anniversary this year, always has a store director on the shop floor available to deal with customer enquiries. “But customer service doesn’t just start in the depot,” says Ms Mulchandani. “It begins from the moment someone clicks onto your website or picks up the phone – you have to make sure that media are easy to navigate and that telesales are well-informed.” Sometimes, it’s good to go the extra mile for a customer to help your business stand out from others. “We had a retailer whose customer wanted a specific organic wine that we didn’t stock, but we managed to get it in. He was delighted because we helped him make his customer happy; that’s what makes us different.”

Some software suppliers believe that they can help wholesalers to open the doors to good customer service by improving efficiency. Tim Dobie, finance

Betterwholesaling.com may 2012 17

p12-16 coverstory CS4.indd 13 26/04/2012 18:36 cover story

director and co-founder of software solutions company STL Technologies, says more and more cash & carries are six steps to better moving towards delivered wholesaling, including BA and United Wholesale, customer service both of which have bought online ordering solutions from STL. David McHattie of Customer STL has also worked closely with Service Benchmarking tells United Wholesale to improve the level Better Wholesaling the six of customer service that field sales- key principles of customer personnel can offer retailers. “With our satisfaction remote ordering system, they can now take and dispatch orders, and update Understanding: Be clear customers’ account details while at the about what business you are in.1/ Whether someone is in whole- customers’ premises,” he says. saling, hotels, banks or call centres, L&F Jones Food Services was experi- excellent customer service is about encing a high level of errors in avail- understanding the needs of customers, ability and stock information between and matching products and services to those telesales and pickers. But installing a needs in an interesting way. hands-free IT system enabled telesales to dispatch orders wirelessly and Engage customers: Having the paperlessly, direct to the pickers in right products, being courteous and Measure customers’ emotional engagement the warehouse. having2/ efficient systems is only the foun- dation of good customer service. It’s the unexpected extras that you do for customers that give you a competitive advantage – how you add value to their lives. We’re less likely to make Right measure: The biggest mistake that many businesses make when looking at customer service is measuring the wrong areas. Measure the emotional mistakes and can offer elements3/ of the customer experience – these are what matter and what grow engage- more value to customers ment, recommendation and competitive advantage. by telling them instantly Recommendation: Restaurants typically measure and target the amount if something is in stock spent per table and spend per head. But these are all input measures, not outputs,4/ and drive the wrong behaviours. You should be looking at customer satisfaction and advocacy – in particular, whether your customers would recommend you to others. David Jones, operations director for L&F Jones, says: “It also means Team spirit: When measuring customer satisfaction, use questions that we’re less likely to make mistakes and measure and explore whether customers felt welcome during their visits to can offer more value to customers by your5/ depot, and whether your team demonstrated warmth, interest, confidence telling them instantly if something is and knowledge. in stock.” Benchmark: Whether you question customers face-to-face, or you use in- BCP Software has developed store comment cards, mystery shoppers or an online feedback surveys, imple- software that can capture demand by 6/ment a solution that provides benchmarking, analysis and recommendations. looking at seasonal trends, previous orders and even the temperature outside (although the software doesn’t actually record temperature), which plays a large role in what foods and drinks top tips: what your it systems should do for you consumers purchase. Here is what your software solution should offer if you want to provide excellent The software can also capture lost customer service, says Tim Dobie, finance director and co-founder of STL Technologies sales opportunities from previous years, according to Chris Pass, a sales l multiple feedback formats: Accept orders in a variety of executive at BCP. “Our ideas come from formats including web-ordering, telephone and email. l consistency: Offer consistent prices and promotions in all media. l instant dispatch: Dispatch orders immediately from sales to picking, even when reps are on the road. l accurate stock-keeping: Always have the right amount of stock. £0.5m l stock location: Be aware of what stock is on order, being picked MJ Baker’s profit and being delivered. increase resulting l analysis: Understand trends using sales and order information. from improved l planning: Respond quickly to trends with product investment and customer service forward planning.

18 may 2012 Betterwholesaling.com

p12-16 coverstory CS4.indd 14 26/04/2012 18:37 Prepare yourself for more business in the biscuit category, thanks to Bahlsen’s £250,000 promotion of Hit biscuits and its ‘Get a Hit of Happiness’ campaign featuring: • Facebook, YouTube, Twitter, viral videos, online advertising • Ads in the UK’s most-popular gossip mags – Hello!, OK!, Cosmopolitan and Closer.

For more info, join us on: facebook.com/HitofHappiness or follow us at: twitter.com/HitofHappiness or call us at Bahlsen on: 01753 889822. Get a Hit of Happiness

FOR_HitBiscuits_Better_Wholesaling_297x210_AW.indd 1 24/04/2012 10:01 cover story

customer views: what is good service?

mark wilsmore Managing director, Ace Cafe London “We have limited storage space and a very high footfall of visitors, so it’s really important to buy little and often. Usually, we order on a daily basis and 3663 have been very helpful – they call us every day at about 2pm to check whether there’s anything we need to stock up on. This is really useful, considering how busy we are, and having a reliable supply of products means we can offer our customers consistency with service.”

Janet Morris Manager, Charlton House residential care home, Keynsham, Bristol “I recently forgot that St George’s Day was coming up and I needed about five kilos of meat in a hurry. I called my wholesaler, L&F Jones Food Services, in a bit of a panic but they were able to deliver the next day. They’re also good at letting me know what’s in stock straight away and can suggest alternatives if something has run out.”

our customers and the most popular There’s also a ‘customer account self- request we get from wholesalers is how service’ area, where customers can view, to maximise sales,” he adds. wholesaler views: track and download invoices, outstand- The group has a telesales solution bestway’s advice ing orders and so on. that involves adding value to custom- Mr Pass says: “It’s proven very er relationships by offering linked YOUNUS Sheikh popular with our foodservice customers, products and substitute brands Managing director including Creed Foodservice, Pedigree that may be on promotion or are Wholesale, Bikold Foodservice, Thomas in greater supply. “What the cash & carry Ridley Foodservice and even James Hall “A particularly strong growth customer wants is to be in & Co – the Spar operator in the north area in wholesale is web-order- and out of a depot as quickly of England.” ing, which has really helped the as possible. Independents are foodservice sector to capture more often run by small families, who Technology aside, working closely sales,” says Mr Pass. can’t always afford the time away from with both employees and staff has been their business to visit a cash & carry, so we’ve launched an online order- shown to produce strong customer satis- ing system to help them.” faction levels. Tom Fender of Him! says: “Em- Identify which aspects ployee empowerment has been arshad M chaudhary shown to be crucial in delivering Operations director add value for the outstanding customer service. customer and then “You will only know if Also, when all employees under- focus obsessively on you’re doing something stand the collective goal of the right or wrong if you organisation and buy into it by improving them speak to your customers – having shares, for example, that if 10 people all say the same helps organisations improve cus- thing, you must listen and act. tomer service.” “Many restaurants place orders Sharing that information is key – if one Ultimately, wholesalers can achieve late at night on an answerphone, for of our managers does something good, excellent customer satisfaction by look- example, and because there’s no one we share it so that we can all benefit.” ing at every aspect of the interaction available to speak to, wholesalers they have with customers, and potential miss the opportunity to upsell or kevin brown customers, and analysing them individu- offer the latest information and Deputy operations controller ally, he adds. promotions.” “The best wayto support “Identify which aspects add value for The group’s web-ordering solu- staff in maintaining good the customer within the chain, and then tion overcomes this problem: fol- customer service is to lead focus obsessively on improving them,” lowing log-in, it displays customer- by example. Our managers’ he suggests. specific pricing and multi-buy deals, a doors are always open and cus- The question to consider, Mr Fender live view of stock levels in the ware- tomers walk in and out as they please. concludes, is how many organisations house if required, and allows orders to If depot staff see managers engaging truly put the customer at the heart of be placed at all times of the day – when- with customers, they will do the same their strategies. “Those that do, succeed. ever is convenient for the customer. as well.” Those that don’t, often fail.” l

20 may 2012 Betterwholesaling.com

p12-16 coverstory CS4.indd 16 26/04/2012 18:37 to business

growing 2012 Ian Robertson together – Head of Corporate and Regulatory Affairs, BAT UK & I Your voice matters! – Taking action against plain packaging –

The Government has launched a public consultation on whether standardised (“plain”) packaging of tobacco products should be introduced to the UK. Their reason for considering this is to discourage youth smoking, and encourage existing adult smokers to stop. However, there is no credible evidence that the plain packaging of tobacco products would do either of these things. If standardised tobacco packaging happens, what’s next? Alcohol? Fast-food?

Why plain packaging is plain wrong:

Speculative and illogical legislation puts our country’s businesses under threat, causing unnecessary upheaval as

Examples from Australia well as going directly against the Government’s oft-stated 1 commitment to reduce red tape and support business growth. Have your Plain packaging will undermine legitimate business by causing an increase in the illicit trade. Why would this increase? Firstly say today: with only one design to copy, plain packaging is a gift to counterfeiters. Secondly this will create increased demand Contact your local MP today to for smuggled branded product from abroad. We also know make your views heard. To find 2 that children are twice as likely to buy from illicit sources and out who your MP is visit so a policy designed to reduce youth smoking could have the www.writetothem.com or complete opposite effect. phone 0207 219 3000.

We encourage you to respond directly to the Government’s Hot on the heels of the money you will have to spend consultation. To find out how to re-fitting to comply with the display ban you would face do so, speak to your BAT Trade increased transaction times, complex stock management and Marketing Representative or 3 higher security risks. email [email protected]

The wholesale and retail sectors have an important role, making a valuable contribution to communities and the broader economy and together, you can make a difference. foodservice FEATURE

good food, Less costs Value snacks, sustainable sourcing and authentic British cuisine are friends and family to meet for lunch or life after being thawed, giving custom- among some of the dinner; now, budget-conscious consumers control over their stock rotation by ers are more likely to meet for a coffee only needing to defrost what they need foodservice trends and a snack. each day. this year, says We have adapted to this shift by devel- James Armitage, oping products that respond to demand Consumers are becoming more marketing director for value snacks, such as our Thaw and aware and educated about where their Serve cake and muffin range, which food comes from and how it is sourced. at Brakes Group has up to three weeks’ ambient storage As a result, ethically and, where possible, locally sourced products with full trace- ability are in demand. In response to this trend, our custom- oodservice covers such a vari- ers have been offered Marine Steward- ety of customers – from resi- ship Council-approved fish for the last dents in a care home to diners 10 years and 70% of our Prime Meats Fin a Michelin-starred restaurant. range comes from British farms. We have However, there are several trends Average31% percentage of over 130 Red Tractor-assured products, that permeate the entire spectrum. fruit and vegetables with 51% of fruit and vegetables sourced The economic downturn has had a ma- from Britain (the Defra average is 31%). jor effect on consumer eating-occasions. sourced in the UK We also source our milk and cream from Previously, it was common practice for the UK.

22 may 2012 Betterwholesaling.com

GET YOUR SALES OFF TO A GREAT START. SIR CHRIS HOY, 4X OLYMPIC GOLD MEDALLIST

THE BEST A MAN CAN GET TM

PRU0814_GilletteMidasAd_A4_AW1.indd 1 25/04/2012 11:32 foodservice

We are also A good way of doing this is to intro- committed to duce better value for meat and fish. high standards of top tips for 2012 Our specialist Prime Meats and M&J animal welfare from Seafood businesses are now working to suppliers, l take advantage of changing offer the widest cuts of meat and types supporting tastes: Mexican and Caribbean food of fish – including many species that assurance are proving popular with British taste are not as commonly used and can be schemes buds, while a taste for Polish and north lower‑cost. and initiatives to African recipes is also emerging. We also offer online training, and have ensure animal welfare l include value products: launched filleting demos and recipe vid- is improved. All of Products that offer value, such as frozen eos that are designed to help to ‘upskill’ Brakes’ shell eggs, and ambient snacks, will continue young or novice chefs, without incurring scrambled-egg mix to be popular, thanks to the current external training costs. whole-liquid eggs economic climate. Wherever possible, we also supply and liquid egg yolks l stock different fishes bulk lines and catering alternatives are from British and meats: Diversifying fish on kitchen staples so that chefs farms and meet and meat species can help can reduce costs on popular the Lion Qual- to save costs as well as 70% dishes. To further help our ity Standard. We also work with RSPCA promote sustainability. of Brakes’ customers manage price Freedom Food to offer our accredited rises, we also have a range l provide online Prime Prime Meats pork sausages, sliced ham of online support tools, and chicken breasts, and are commit- training: This provides Meats range including a menu calculator ted to doubling our range by the end of a valuable resource for comes from that allows users to input this year. trainee chefs and foodservice Britain selected dish components and operators while building arrive at a suggested selling dish Foodservice operators are looking customer loyalty. price. We even have a tool designed for value and support from their whole- l help customers with costs to calculate the gross profit on each dish salers, as the UK continues to suffer from and margins: Offering tools to help and a booklet on how to managing your control costs and margins is a good way margin, which contains money-saving to support customers in managing their hints and tips to increase profits. businesses. Foodservice operators l stock British Intense, spicier flavours are also food and drink: proving popular at the moment. Ethnic continue to look for value British cuisine should cuisine and exotic flavours are increas- and support from be in high demand during ingly common in the eating-out sec- their wholesalers this summer’s Olympic tor, with many diners choosing dishes Games and the Queen’s that they wouldn’t normally prepare at Diamond Jubilee. It also home. There is growing taste for Mexi- offers good opportunities can and Caribbean food, according to VAT price rises and food-price infla- for local sourcing. research provider Mintel, especially tion, driven by significant price hikes in among younger diners. We can also globally traded commodities, including expect growth for Polish and North wheat, oil and oats. These continue to African cuisine. have a direct impact on the price of Despite the trend towards exotic manufactured goods, and many flavours, the Queen’s Diamond other essential products and Jubilee and the Olympic Games ingredients in foodservice. will offer foodservice outlets To address this, we have a unique opportunity to introduced a number of capitalise on British cui- tools to help foodserv- sine, helping to gener- ice operators keep ate increased income tighter control of and showcase the margins. Brakes best of British food. specialists visit Many visitors for customers to these events will review their be looking for an regular shop- ‘authentic British ping basket experience’ and and identify while foodservice ways of making operators will savings, includ- benefit, other ing designing outlets can also lower cost capitalise by menus without adding authentic compromising British produce to on quality. their menus. l

24 may 2012 Betterwholesaling.com

p22-24 foodCS4.indd 19 26/04/2012 18:59 L cal Sh p The ICC, Birmingham Summit Tuesday, 12 June 2012

HOW TO BE

Returning this summer: the unmissable event for independent retailers

“I took ideas away with me that have made and saved me money – including an easy money maker! It’s an event I wouldn’t miss.” Sunder Sandher, S&S Londis Leamington Spa

“How To Be Brilliant will get you inspired and ready to take action” Michael Heppell, Leading international business speaker 30 Great Ideas For Your Shop Make your business shine From leading trade suppliers including: with the Local Shop Summit Heineken, Imperial Tobacco, Kraft Foods, News International, United Biscuits Learn how to be brilliant with business speaker Michael Heppell and our six trade speakers See exclusive video tours from leading retailers showcasing their shops and sharing best practice Build lasting relationships and NEW FOR 2012 network with over 250 retailers In-store video tours showing best practice

To buy tickets, call the Local Shop Summit team on 020 7689 3369 Tickets £47+VAT for retailers, £207+VAT for trade guests

Sponsors

Energising Independent Retailers

LSS ad 2012_v2.indd 1 24/04/2012 11:17 community spirit

people power Celebrating community events in-depot will help to drive sales and bring you closer to customers, says Elit Rowland

ommunity events are more than Once you have a good marketing plan in just fun – they can help you to place, you need to educate your custom- drive sales and get to know your summer festival help ers. “86% of retailers visit a cash & carry customers.C But which ones should you at least once a week and 42% visit four choose, how do you get involved and Brothers is producing bespoke festival times a week, giving you a huge oppor- how can you create your own? kits for wholesalers and retailers to use tunity to engage with customers about up- Every depot will have the opportunity to run cider festivals during August, as and-coming events,” Mr Walker says. to get involved in many events throughout part of its competition to win ‘Weekends The final step is to reinforce your the year, but during summer, alcohol- of Freedom’ throughout the summer. message: “We know that 62% of consum- themed festivals are set to be big. Doug The kits, worth up to £80, contain flags, ers shop from a list, so interruption is posters, paper cups and pint carriers, and Walker, customer marketing director, off a host of consumer giveaways including essential because it encourages shoppers trade, at Heineken, says: “Cider festivals inflatable pears, lanyards and pin-badges. to take a different set of actions.” It’s are really popular, simple to execute and Sunkist has announced a major in- also a great opportunity to get to know give both retailers and wholesalers a great vestment in beach festivals this summer, new shoppers and to strengthen exist- way to drive sales.” including point-of-sale kits and special ing relationships. There are three key factors in making a promotions at cash & carry depots near festival a success, Mr Walker says: you need to the festival Even national events will have a to plan ahead, educate customers and rein- sites. It is also local dimension that can be force your message as much as possible. sponsoring Beach exploited, says Mr Walker: “For “To plan ahead, depot managers need Break Live, example, millions of people went to talk with customers about what’s going Wakestock and to Merseyside during the Grand on and what events are relevant to them, Glass Butter National. Depots and retailers in then get together with staff and suppliers Beach festivals. the area planned well in advance to combine intelligence and devise a plan.” to capitalise on the opportunity.”

26 MAY 2012 Betterwholesaling.com

p26-27 Community CS4.indd 20 26/04/2012 18:14 FEATURE

Community events can bring together customers of all ages

Make your cider festival a success l plan ahead: Start thinking about events well in advance, giving yourself plenty of time to arrange a marketing strategy with staff, suppliers and retailers. l stock the best-sellers: 35% of sales in the beer and cider category come from 10 lines, so it’s important to stock the best-sellers like Strongbow and Bulmers No 17. l include limited editions: Also popular are limited 35% editions, such as Bulmers Vintage Reserve, which was Percentage launched earlier this year to celebrate the brand’s of beer and 125th anniversary, so don’t forget to make cider sales room for them as well. from the top l work with suppliers: 10 lines Work together with suppliers to offer support to retailers who want to carry the festival through to their stores from the depot.

retailer views

dean holborn Manager, Holborn’s, Redhill, Surrey Celebrating events at depot-level can really work, but wholesalers needs to be able to support the retailer, as well as making their own event fixtures look good. If a wholesaler can say getting involved with existing events is As well as thinking specifically about to us, “Here’s what you need to set up your an important way to build relationships depot events, wholesalers should also own festival,” we’d be interested. Palmer & with customers and raise your profile in think about how retailers can get involved Harvey helped us to run a pancake-flipping the community. and benefit, says Dean Holborn, manager competition in my shop during Pancake Susan Nash, trade communications of Surrey-based Holborn’s. He worked Day – they provided all the food and frying manager at Kraft Foods, says: “Commu- closely with his wholesaler, Palmer & Har- pans. We ended up getting lots nity involvement can help enhance an vey, to bring Shrove Tuesday – Pancake of customers involved. operation’s uniqueness, and drive cus- Day – to life in his shop. tomer loyalty and appreciation of the “It’s important for wholesalers to get service offered. Any local business involved in community events in this rav garcha is at the heart of the community way,” says Mr Holborn. “Palmer and Managing director, Nisa and wholesalers are well placed Local, Gains Park, Shrops Harvey realised that to push their busi- as a central point for the retailing ness, they needed to be more than just Having an attractive community to meet up.” a delivered wholesaler. They need to fixture based around a There are many ways to get keep offering us promotions and ideas to community event might involved: “Contact your local com- grow business – that’s why we continue tempt cash & carry custom- munity centre, clubs, favourite charity, to use them.” ers to make a purchase, but friends of groups, tenants’ associations The event gave Palmer and Harvey “ex- when we get back to our store, we need to or another community group, and ask cellent promotion”, including an article in know how to recreate that theatre in a way if they are planning any local events or the local paper, he adds. that suits our shop. We don’t need posters, community activity,” says Ms Nash. wobblers and shelf-talkers – sometimes If you want to support an event, look Even if you don’t have the time or that just creates extra mess. Communica- for opportunities to advertise what’s go- resources to run your own event in-depot, tion between suppliers, wholesalers and ing on: “Community events usually need retailers needs to improve so that support people to know about them and the local goes through the entire channel. wholesaler is in a great position to help communicate this,” she adds. Offer to put up posters and flyers, tell your customers about the event and encourage Communication between Retailers42% visiting them to go. suppliers, wholesalers and “Your community will appreciate your cash & carries support and you’ll be contributing consid- four times a week retailers needs to improve erable value, connecting people and helping to build a stronger community.” l

Betterwholesaling.com may 2012 27

p26-27 Community CS4.indd 21 26/04/2012 18:17 Japan

Eastern wisdom British retailers can learn from how the Japanese are catering for an ageing population, says martin foster

apanese c-stores are diversify- The general consensus is that the research at Deutsche Bank Group ing products and services to number of Japanese c-stores is likely to in Tokyo. survive in a market with an age- peak at around 50,000, leaving leeway for The competition is cut-throat and the Jing and shrinking population, while only about 5,000 new outlets. market is effectively controlled by three also aggressively expanding overseas C-stores racked up sales of ¥8.77 tril- major chains that boast a combined sales- to lock in new revenue. lion (£67 billion) in the year ending share of more than 70%. 7-Eleven Japan The Japanese population shrank by December 2011, according to Japan’s is the leader, with a 37% market share as 259,000 people – including non-Japanese Ministry of Economy, Trade and Indus- of February. It is ahead of its two nearest – to slightly less than 128 million try, outpacing the ¥6.66 trillion in rivals – Lawson and FamilyMart – by a people in the year to October sales at department stores. wide margin: Lawson maintained an 1 2011, the greatest an- Japanese c-store sales 18% share and FamilyMart 17% over the nual decline since 1950, continue to grow at an same period. according to figures organic rate of 2% “Trends over the past five years point from the Ministry of per year, says Takahiro to a consolidation in power among the Internal Affairs and Kazahaya, director, top three stores,” Mr Kazahaya adds. Communications. senior analyst, retail- The Japan Fran- ing, global markets 7-Eleven has an advantage over its chise Association rivals, thanks to its longer history in the says that this popu- market. lation was served by “In marketing, people talk about the 44,791 c‑stores in the four Ps – price, place, products and year ending Febru- promotion – and 7-Eleven leads in most ary. But with operators £67bn of these areas,” Mr Kazahaya says. “Their suggesting it takes a client Total value of bargaining power means they can keep base of around 2,000 people sales in Japanese prices down and they have the best to sustain a new store, there is still c-stores in 2011 places. While there are still some issues temporarily room for growth. with products throughout the entire

28 May 2012 Betterwholesaling.com

p28-29 JapanCS4.indd 20 26/04/2012 18:37 out of the box

for 10% of all sales at the Lawson Group, with women making up 40% of the whole retailer views group’s Japanese clientele, Mr Take- moto says. Mitsutaka Yuima In 2004, the typical Lawson customer Store manager, Lawson, south-west Tokyo was aged between 20 and 40, with just 20% of consumers aged over 50. How- “Office workers are our major customers and our ever, Lawson increased the proportion busiest time of day is 8am to midday. We serve of these older customers to 35% in 2011, fresh coffee, a complete system that begins with partly by providing more single-serving the grinding of the beans. We take particular care sizes that reduce waste and are lighter to to rearrange shelf displays following busy carry, Mr Takemoto adds. business periods.” One area where Japanese chains such as Lawson differ from UK Hiroyuki Watanabe c-stores, according to James Store manager, FamilyMart, north-west Tokyo Lowman, chief executive of the Association of Convenience “Our customers are students and businessmen from their 20s Stores, is that UK outlets are to their 40s, and they prefer westernised rather than purely often more niche-oriented, Japanese food. We stock meat-based lunches, high in volume, being more likely to sell “fresh with numerous sweets and desserts.” He says his busiest time product, in order to offer a top of the day is 8am to 10am, when he sees between 300 and 400 up shopping service to the cus- customers. “Many of Watanabe’s female customers don’t like to tomer” rather than “offering just drink juices and teas directly from the container, so we ask them if an emergency or impulse range”. they need a straw when they buy a bottled drink.” In Japan, the trend is towards a high-mix, low-volume system, while satoshi terasaki many British c-stores choose to Store manager, 7-Eleven, north-east Tokyo specialise in alcohol or services, he says. Another distinctive aspect of Japanese “My aunt and uncle ran a small restaurant, but switched to a c-store chains is their ambition to move c‑store about 30 years ago. But, they were getting old and want- beyond their home market. Family ed a manager, so I quit my job three years ago and took over.” Mart opened its first overseas outlet in His store has about 1,800 customers per day, which is above Taiwan in 1988, being aware even then average compared to other outlets. His biggest sellers are bento Eastern wisdom (packed lunches) and onigiri (rice balls wrapped in seaweed). that Japan’s decreasing population could limit the growth of the domestic mar-

Photo: Martin Foster/7-Eleven ket, according to company spokesman Takashi Shinno. convenience-store industry, 7-Eleven “At a product-mix and store-design level, The Tokyo-based company is a leader has also catered to older people and there are things that UK-based retailers in overseas-outlet development and with women who do not want to make a trip can learn from their Japanese peers,” 11,245 outlets offshore at the end of to a supermarket to buy in volume, by he adds. February 2012, compared to 8,834 in Ja- promoting the idea of being ‘close-by, One interesting aspect of the Japanese pan, it is in the unique position of having convenient stores’.” c-store sector is that Lawson’s customer more shops abroad than at home. The company offers smaller and lighter base used to be weighted 70:30 in favour FamilyMart is aiming to have 15,500 shopping baskets for its older customers, of men, according to company spokes- offshore outlets by 2015, compared to and sells foods, such as potato salad and man, Yuuki Takemoto. 9,500 domestic branches, growing to pre-fried fish, in pouches that have a long But the chain has sought to tackle 30,000 outside Japan and 10,000 shelf life and can be heated in microwave this: in 2005, Lawson introduced a new domestically in 2040. Some 7,000 ovens, notes Mayumi Ito of 7 & Holdings, store called Lawson 100. Separate from existing overseas outlets are in South the parent company of 7‑Eleven. Lawson’s mainstream outlets, it sells Korea and 3,000 in Taiwan. As of the These sophisticated retail techniques stock vegetables and fresh food, as well end of February, the company had 813 could inspire British grocery retail- as many other products for a cheap ¥100 outlets in mainland China, with 639 in ers, says Jon Wright, head of retailing before tax, combating Japan c‑store’s Shanghai alone. research at Euromonitor International, reputation for expensive prices. The company plans to move into inland who notes that UK operators tend to Lawson 100 had grown to 1,172 outlets China this year: “China is the next fron- have more experience with larger stores: by the end of March and now accounts tier for us,” Mr Shinno says. Meanwhile, Lawson will enter the Bur- mese market and wants to open its first store in the Yangon region this year, with 100 more stores to come over the next At a product-mix and store-design level, there are three years. The company is also eyeing India. things that UK-based retailers can learn from “We want to be the first [Japanese their Japanese peers c‑store] to enter the Burmese and Indian markets,” Lawson’s Mr Takemoto says. l

Betterwholesaling.com may 2012 29

p28-29 JapanCS4.indd 21 26/04/2012 18:37 soft drinks CATEGORY GUIDE

a lot of bottle Soft drinks are a growing market, thanks to innovation and value offers, says stefan appleby

Consumers may and value perception, resulting in im- Soft have had a tricky proved rate of sale with the added benefit drinks time economically Shoppers perceive of driving footfall in-store for retailers,” Health and last year, but the one he adds. price- thing that they price-marked packs as a PMPs are particularly popular on soft marking weren’t afraid of special offer, resulting in drinks and they clearly drive purchase, getting their cash out improved rate of sale with consumers 44% more likely to buy a for was soft drinks. soft drink on impulse if it has a PMP. According to IGD forecasts, the gro- In addition, 53% of shoppers are more cery and foodservice wholesaling sectors wholesale depots and make up 18% of likely to try a new product if it has a PMP. have weathered the economic storm well. a retailer’s basket spend. Ensuring that Last year, innovation was key to driving Soft-drinks growth occurred across cash & you give enough space and time to your the soft-drinks category forward. New carry, delivered-grocery wholesalers and soft-drinks bays will help ensure that you products were fundamental to driving delivered foodservice, according to the make the most of the category. the market, with the biggest successes Britvic Soft Drinks report. Availability is key, says Red Bull’s products directly aligned to the con- Soft drinks increased in value in these Tom Smith. sumer demand for healthier and low-calo- three segments by 2%, 3% and 4% respec- “23% of retailers failed to buy an rie alternatives. tively. An increasing focus on price and value intended item in-depot, with 12% of this “Wholesalers can also help by educating to meet the needs of both customers and being soft drinks, so reviewing fixture- retailers about the significance of passing consumers added to the category’s resilience. space could help rectify this and ease on the promotions and discounts they “In times when disposable income is the shopping experience for customers,” receive in-depot, and converting them into under threat, consumers tend to continue he says. in-store promotions, which, in buying brands they know and trust,” says Value remains key – in par- turn, can lead to incremental Darren Goldney, Coca-Cola Enterprises’ ticular, price-marked packs sales,” says Colin Seymour, wholesale trading director. (PMPs), says Darren long-term strategy direc- “We have also continued to see an Goldney. tor for GSK. increased demand for wellness products, “Shoppers perceive Murray Harris, along with the need for products that are price-marked packs Britvic customer convenient for time-poor shoppers.” as a special offer and management direc- Soft drinks are the most frequently this contributes to tor, believes that purchased category for retailers in overall positive price the growth of the

30 may 2012 Betterwholesaling.com

p30-34CS4.indd 38 26/04/2012 18:38 R9361 JD Better Wholesaling A4 AD.indd 1 25/04/2012 15:40 soft drinks

top tips: suppliers’ advice product launches l summer surge: The summer months bring retailers a huge opportunity to sell soft drinks, as this is a time of increased sales. This is particularly true of instant- consumption soft drinks, so retailers should stock a wide range of chilled drinks. l avoid ‘out of stocks’: “More than half of failed purchases are due to ‘out of stocks’, with 62% of those shoppers saying they would either go without or buy the item elsewhere,” says Darren Goldney of Coca- This month,Ribena will be launch- New Lucozade Revive is available ing another wholesale exclusive: in Lemongrass With Ginger, Orange Cola Enterprises. “Retailers should ensure Ribena1/ Apple 500ml, price-marked at With2/ Acai and Cranberry With Acai fla- best-selling products are fully stocked, 99p, which will form part of the already- vours. Revive follows the trend set by Sport as ‘out of stock’ situations can cost them successful Ribena 500ml PMP range. Lite for low-calorie product development. money and, in some cases, customers.” l follow the five key principles: Colin Seymour of GSK advises wholesalers to concentrate on five key principles to drive sales: range, layout, equipment, communications and location. l the right brands: Kieran South, wholesale director at PepsiCo, says the company’s Tropicana brand is helping to deliver the right range, right display and 15% Faith is a new adult soft drink from Red Bull has redesigned its 473ml Increase in right value. Halewood. The adult soft drinks can. The can, which is available in sales over l stock up: “The lead-up market3/ is growing 2.5% year on year, and both4/ standard and £1.99 price-marked summer to summer is the ideal time Faith aims to tap into this growth. Faith versions, now carries a quick-response for the cash is available in 750ml bottles in three vari- (QR) code allowing shoppers to see exclu- & carry and ants – White, Rosé and Red. sive digital content. wholesale trade to stock up,” says Adrian Troy of AG Barr (pictured). Consumers drink 15% more soft drinks in summer than in winter, with ‘other flavoured carbonates’, energy drinks and water, benefiting the most. Coca-Cola Enterprises (CCE) is CCE has introduced 350ml bottles to focus on PMPs across its ranges, of Appletiser, after consumer including5/ Coke, Diet Coke, Coke Zero research6/ showed that shoppers wanted category last year, despite the tightening and Cherry Coke 330ml cans at 59p, a plastic (PET) bottle to enjoy on the of purses, is a great sign. and Powerade Sports 500ml bottles go. Appletiser is also now available in a “Consumers continued to face an at 99p. 1.25l PET take-home pack. extremely tough time in 2011, meaning they were careful with their spending and looking for great deals,” he says. “However, the growth of the soft-drinks category demonstrates that they are considered an affordable treat.” Growth has been supported by suppliers continuing to innovate throughout the year, driving interest and trial amongst consumers, he adds. Rockstar Fruit Punch has been Boost has added a Tropical Berry Although consumers are buying more added to the Rockstar Punched flavour to its isotonic sports range online and switching their shopping hab- brand,7/ and will be joined this month by and8/ a Citrus flavour to its core energy its to include both larger multiples and Xdurance Berry and Xdurance Orange in range. It has also redesigned packaging impulse stores, the wholesale channel 500ml PET bottles, both in plain packs for its popular Active range to create even remains well placed to take advantage of and 99p PMP versions. greater standout on-shelf. the popularity of the soft-drinks market.

32 may 2012 Betterwholesaling.com

p30-34CS4.indd 40 26/04/2012 18:35 BIGGEST 2012 ON-PACK PROMOTION FROM THE UK’S NO.1 JUICE DRINK** • DESIGNER WELLIES TO BE WON EVERY HOUR • SUPPORTED BY A £1.3 MILLION OUTDOOR, ONLINE AND IN-STORE CAMPAIGN*** • RUNNING ACROSS 500ML STILL AND SPARKLING FLAVOURS

*Every hour between 10am and 8pm from 01.06.12 to 31.08.12. ** Source: AC Nielsen Total Coverage Value Sales Drink Now Juice Drinks MAT 26.11.11. *** Source: Media.com. RIBENA is a registered trade mark of the GlaxoSmithKline group of companies.

103807_Welly_Trade_Ad_A4portrait.indd 1 18/04/2012 10:19 soft drinks

promotions and events

Tropicana launched its ‘Brighter 2012 will once again see hundreds With Euro 2012 on the horizon, Mornings’ campaign at the start of of events supported by Red Bull Pepsi Max has launched its new 1/the year with an art installation in Trafal- 2/around the UK. These will include sport- 3/2012 football advert as part of its ‘Kick gar Square, London, featuring a giant sun ing and cultural events as well as in-depth In The Mix’ campaign. The ad is running rising above the square during the morning athlete programmes. Consumers will have on TV now. rush hour. access to these events, at which they can experience the Red Bull brand first-hand.

69% Market share of the top four brands

Lucozade, which is the official Britvic and PepsiCo have teamed This year,Appletiser is being supplier of sports and energy drinks up once again, following their suc- supported by a £3m marketing 4/to the England football team, has launched 5/cessful ‘Fire & Ice’ promotion last summer. 6/investment. The campaign, which carries an on-pack offer giving consumers the The new campaign includes an on-pack pro- the strapline ‘Sparkle On’, began with the chance to win an official England football. motion featuring football superstar Lionel launch of a dedicated Facebook page and Lucozade is a must-stock during major Messi and offers the chance to win a 3D HD PR coverage. football events. TV every day.

Powerade has launched an on- Exclusive online content from Coca- Kick Energy will be launching pack promotion, giving away Cola’s ‘Move to the Beat’ campaign on-pack promotions and partner- 7/a Powerade Olympic Games Sports 8/will be available to consumers. The content 9/ships with Marvel’s Avengers Assemble, Bottle free with every purchase. The brings teens closer to the Olympic Games tipped to be one of this year’s biggest promotion runs to October. through producer Mark Ronson and singer blockbuster movies. The campaign is on Katy B’s ‘Anywhere in the World’, the song packs now and will be promoted across for Coca-Cola’s Olympic Games campaign. the country, including in-depot.

The sports and The sector has seen a lot of activity units. As a result, a bespoke, slimmed- Sports & energy sector is one in recent times, which has made control- down range is key. energy of the fastest grow- ling the category difficult. Although “Many depots haven’t re-layed fixtures Young males ing sectors in soft 183 products were sold in the last for a number of years, which could mean and reduced drinks. The sector is 12 months, 50% of the total value they’re missing out on sales by not giving ranges usually grouped into comes from only eight stock-keeping enough space to the best-performing cat- three sub-segments: egories,” says Tom Smith, Red Bull trade functional energy, communications manager. refreshment energy and sport. “Depots should look at their fixtures The top four brands – Red Bull, Lucozade, 44% to ensure they’re providing a range Lucozade Sport and own-label – are worth Increased chance that appeals to primary energy drinks a massive 69% of the value sales within the of an impulse- users – that is men between the ages of category, meaning they are the brands to purchase if a drink 16 and 34,” says Simon Green, market- which wholesalers need to ensure they al- is price-marked ing director of Global Brands, maker of locate adequate space. Kick Energy. l

34 may 2012 Betterwholesaling.com

p30-34CS4.indd 41 26/04/2012 18:31 Join Leading Independent Retailers Enter now and grow your business with the Academy

* Benchmark yourself and your store with an exclusive in-store assessment and feedback report * Build relationships with leading suppliers and other great retailers * Motivate and encourage staff for their hard work by putting your store forward for an award

The IAA helped me improve my business by showing me what other retailers are doing. I incorporated these positive practices into my business too” Roli Ranger, Londis Ascot, 2011 Winner

Enter the Academy for free: visit www.iaacademy.co.uk or call 020 7689 3369 @IAAcademy petcare purrfect pitch DAN SHERRY speaks to four suppliers about what petcare products customers are looking for

Q&A alastair smith locally and more shoppers know and trust, such TradingDirector, director Wing Yip (wholesale Plc regularly. as Pedigree, Whiskas, Sheba channel), Mars Petcare and Cesar. One of the key How should How is the pet- wholesalers What trends are you seeing? growth trends food market be managing Price-marked packs continue across dog and cat performing? this to give customers increased categories is treats The pet-food category? confidence in the price they category is worth One of the key are paying for the products. and single-serve £2.1 billion in the UK growth trends Recent research by Him! shows and despite being some across both dog that 88% of customers would independent retailers of the highest spenders in and cat categories is purchase more than one item information on market convenience stores, 77% of treats and single-serve. These of pet food if a multi-buy offer trends as well as tips, including pet owners don’t purchase pet should be positioned at the was marked on the pack. planograms, on how to stock products from local shops. till-point to encourage last- petcare products correctly. This will change as minute purchases. Wholesalers Mars Petcare has launched For more information, visit customers begin to shop more should stock up on brands that a website that provides www.petprofit.co.uk.

top tips: WHat you should be Andrew harding with 6.3 million shoppers Market development organisation buying complete dry dog every telling your customers director, Nestlé Purina year, compared with 5.7 million l BRAND-BLOCK: Brand-block within segments, such as for wet dog. Bakers Complete complete dry dog food and single-serve cat food, to make What are the Chicken & Rice 1.5kg box is the trends in best-selling complete dog food. the fixture easy to navigate. the petcare l promote market leaders: Put the market market? What advice should leaders, such as Go-Cat, Felix single-serve pouches, Single-serve and wholesale field reps be giving Bakers Complete and Bonio, just below eye level. foil are proving to independent retailers? l use point-of-sale material: PoS £2.1bn be particularly popular among A good range of cat and dog displays can help shoppers navigate your store Value of the and the pet-food fixture. UK pet food cat owners. Luxury cat food is food will help maximise sales. market also gaining momentum and However, merchandising the l GIVE SHOPPERS DIRECTIONS: Hang signs and complete dry dog is popular, product is equally important. back-boards to show shoppers where pet food is.

product launches

Felix Goody Bag is a tasty mix Butcher’s Pro-Vitality, a 100% Pedigree has launched three of three different treats in one 60g complete food for adult dogs, is the canned recipes containing fish bag.1/ The goody bags are available in three first2/ canned dog food with an added Activ8 oil,3/ marrowbone and wholegrain to varieties: Original Mix, Seaside Mix and formula to enhance a dog’s ability to fight provide new healthier varieties. The Mixed Grill. infection and illness, as well as promote range features single cans price-marked fitness and mobility. at 75p, as well as multi-packs.

36 May 2012 Betterwholesaling.com

p36-37CS4.indd 46 26/04/2012 18:05 CATEGORY GUIDE

LOUISE BYRON National account manager, Butcher’s Pet Care

How important Wholesale represents more than 10% of are healthier our total value sales. We’ve seen double- options in the pet digit growth, year on year, since we care market? developed a sector-specific strategy Very important – one in every three dogs is obese healthy digestion, physical than 10% of our total value and many owners are performance, sensitivity and sales. We’ve seen double-digit supplementing their dogs’ mobility. Other foods may growth, year on year, since daily diet with extra vitamins focus more on specific ailments, we developed a sector-specific and minerals to protect against such as bladder stones and wholesale strategy in 2008. ailments and support health What other trends will be kidney disease. In particular, we’ve just and wellbeing. If foods can big this year? launched the 4x400g pack, be developed to include these Pet-food manufacturers will be How important is the price-marked at £2.50, which ingredients, the incremental producing healthier options, wholesale channel to you? we have developed with the cost to pet ownership can full of natural ingredients Wholesale is very important wholesale and convenience be reduced. and catering to promote to us and represents more sector in mind.

ALLAN HUDDART How important is the using point-of-sale material, positioned to offer a valuable Managing director, wholesale channel to petcare? brochures and information on service, helping to build Affinity Petcare Wholesalers are important our website so that they can customer loyalty. because they sell products educate retailers about pet with strong points of nutrition. What advice would you difference – retailers When your pet doesn’t feel give to wholesalers? rely on that to well, you need someone local Stock high nutritional brands differentiate their who can provide advice and at competitive prices and offer, products from support, so retailers are well- where possible, a personalised multiples’. Suppliers, service or just a friendly ear, wholesalers and to listen to customers’ needs. independent retailers Affinity Petcare can offer need to work together Suppliers, expert advice and support, to develop new ideas. along with trusted brands. wholesalers and Our new Ultima Dry cat food How are you supporting independent is a super-premium, nutrient- the wholesale channel? retailers need to rich product that offers We’re giving wholesalers competitive feeding at just advice on pet nutrition work together 33 pence per day. l

Whiskas Tasty Textures A new prawn- and beef-flavoured Cesar has created three ‘2 for £1.20’ Bite ’N Chew is available in Misfits dog treat, Motley Mixes, is PMPs for the convenience market. 4/two single-serve varieties – Chicken to5/ be made available from July. There will 6/ and Salmon – with an RRP of 42p, as also be new size packs for two of the exist- Ultima Cat is a dry complete meal well as three 12-pouch packs in Mixed, ing varieties in the range, Wonky Chomps available in Chicken & Rice and Fish and Meat varieties, RRP £4.49. and Nasher Sticks. Salmon7/ & Rice variants, price-marked £1.99.

Betterwholesaling.com MAY 2012 37

p36-37CS4.indd 47 26/04/2012 18:06 breads and spreads CATEGORY GUIDE spread the wealth Bread and spreads are worth billions, but buying trends are changing, says NIKKI ALLEN

Bread sales are ris- count for just 3% of this. We want to help Bread ing, with value sales change that and we feel we can do this by Freshness over the last year up top 10 breads* getting the basics right on bakery lines.” and variety by 3%. The category Wholesalers can also boost sales, where is also the third Warburtons White Toastie space allows, by offering retailers the wid- biggest driver to 1/ est possible variety of loaves to cater to c-stores, with bread 800g Thick shoppers’ needs. “Don’t give your custom- shoppers generating 2/ Hovis White Soft White 800g ers a reason to go elsewhere for bread,” more than 50% more turnover than the Medium says Erika Reid, Premier Foods’ category average convenience shopper. 3/ Kingsmill White 800g Medium strategy manager, bakery. “Standard white But when it comes to buying bread, 4/ Warburtons White 800g bread is more than half of the bread sold shoppers have particularly high standards. in the market, but don’t forget wholemeal Freshness is hugely important, with 60% Medium and seeded bread, as well as different sizes of consumers admitting to giving the loaf 5/ Warburtons White Premium where possible, including smaller loaves.” the ‘squeeze test’ before buying. To help Farmhouse 800g Thick retail customers meet their shoppers’ 6/ Hovis White Soft White 800g The butters and requirements, it’s vital that wholesalers Thick Spreads spreads category is do as much as possible to provide fresh Hovis Best of Both 800g Promotions, worth over £1.2 bil- bread daily. 7/ baking, lion in the UK and One wholesaler that is taking this advice Medium health, is growing at 10% particularly seriously is Preston-based 8/ Kingsmill 50/50 800g and treats in value year on wholesaler James Hall, which has recently Medium year. According to teamed up with Hovis and Frank Roberts 9/ Kingsmill White 800g Thick suppliers, this growth & Sons bakeries to deliver fresh bread to Hovis is down to a combination of changing con- stores every day. The wholesaler has also 10/ Brown 800g Medium sumer trends and high-value promotional invested £1m in a fleet of lorries to keep *by value sales. SIG data activity from manufacturers. the temperature just right for bread. “There has been a shift in promotional Peter Dodding, James Hall’s retail direc- activity over the past year from deeper tor, says: “Bread is a massive footfall-driv- weight promotions to a combination of er in convenience stores. The pre-packed more on-pack promotions and lighter bread market is worth £1 billion but weight offers,” explains Alastair McKer- independents and symbol-group stores ac- row, brand manager for Flora in the UK.

38 may 2012 Betterwholesaling.com

p38-40 breadCS4.indd 38 26/04/2012 18:22 &

Some things are even better together.

Caravan and Sweet Charity are merging. Because by joining forces we can help even more grocery people facing hardship. So to help them and the 4,500 people we currently support, let’s all work together. For more information visit www.caravan-charity.org.uk, www.sweetcharity.net or call our dedicated helpline on 08088 02 11 22. From factory to store we’re your charity.

CAR0143_StrawCream_RetailNewsagent_AW1.indd 1 13/04/2012 12:11 breads and spreads

“By using promotions that offer the consumer something more – such as Flora’s instant giveaway of Kinect for Xbox 360 bundles last year – rather than just extra product launches and promotions product at a lower price point, we are driving value back into the category.” Recession-busting home-baking has also boosted spread sales, says Stuart Ibberson, business unit director at Arla Foods. “We’re seeing an increase in scratch-cooking and home-baking, with a growing number of consumers choosing to cook at home. Butters and spreads are clearly essential ingredients.” And while health remains a key trend, Unilever has launched Flora Cuisine, a chilled cooking liquid made from a blend continues Mr Ibberson, consumers are 1/ of linseed, rapeseed and sunflower oils. With 45% less saturated fat than olive oil, increasingly following a more holistic, Flora Cuisine is intended to be a healthy alternative for shoppers. Unilever plans to make ‘everything in moderation’ approach. a £6m investment in marketing the brand this year, including campaigns on TV, on radio, “We’ve seen a rise in consumers moving in print, online and in-store, as well as PR and sampling. towards more natural products, such as Anchor and Lurpak, and away from those packed full of additives. This coincides with the decline of consumer purchasing decisions based purely on health.” But shoppers are still inclined to the occasional sweet treat – especially at breakfast time, points out Levi Boorer, customer development director at Fer- rero. “While traditional sectors of the spreads market, such as jam and marma- Warburtons has introduced a Anchor is featuring its recently lade, continue to decline, chocolate and new range of naan bread, making launched Anchor Real Dairy hazelnut spreads and peanut butter are 2/it the first major UK bakery brand to enter 3/Cream on TV for the first time. The new bringing new shoppers to the category. the Indian sector. The new naan bread is campaign is now live across the UK, with Nutella is experiencing spectacular year- square in shape and is available in Plain 30-, 20- and 10-second ads planned to run on-year growth, remaining a best seller and Garlic variants. throughout the year. all year round.” l

top tips: boosting sales l learn: Keep up to date with news from suppliers. l market: Create promotional product displays near the front Unilever recently introduced a Hovis launched British Farmers of depots. 4/ new 250g format to its Flora pro. 5/ Loaf in March. The loaf has l stay fresh: activ Buttery variant. Currently worth a traditional overhang shape and Freshness is a huge over £8.9m, Flora pro.activ Buttery has brings a ‘uniquely home-baked feel’ experienced a 125% increase in total value to the category, according to priority for c-store bread sales in the last year. the manufacturer. shoppers. Work together 10% with retailers to help them Growth receive their bread in the in spreads freshest possible condition, this year and encourage them to rotate stock regularly. l educate: Teach retailers the three key tools to maximising sales: range, visibility and availability. Retailers should also be encouraged to convert Kingsmill is going on a regional Unilever has reformulated Flora promotions and discounts that they receive Fun Lunch Tour, which will see Original and Flora Light to give in your depots into in-store promotions. 6/the Kingsmill Fun-Lunch-Mobile make a 7/them 80% less saturated fat than butter. l group: Make your fixture easy for 20‑stop journey around the UK. The tour The new-look pack has a colourful design retailers to navigate by grouping products will promote the bread brand’s sponsorship that will stand out on shelves. A £10m by type, such as white and brown. of this summer’s Big Lunch event. marketing spend supports the launch.

40 may 2012 Betterwholesaling.com

p38-40 breadCS4.indd 40 26/04/2012 18:23 Untitled-2 1 25/04/2012 13:15 latest products Summer specials STEFAN APPLEBY on this month’s top new products and promotions

Range extension Marketing On-pack promotions

Birds Eye is helping boost sales of frozen McCain Foods has developed a new food- Miller Brands is launching two on-pack foods by extending its range of price- service website, www.mccainfoodservice. promotions for its Polish World Beers, Tysk- marked packs to Rice Fusions. PMPs are co.uk, to inspire customers and help them ie and Lech. Tyskie will give shoppers the driving sales within the frozen category to drive footfall, increase profitability and chance every week to win two return flights and have increased value by 16% in the last improve kitchen efficiency. It includes inter- to Poland, while Lech is offering a selection year. The price-marked RiceFusi ons range active content, including a profit-and-cost of adventure breaks in Europe. The promo- will be available from July. calculator, videos and competitions. tions will be on 500ml bottles and cans. 020 8918 3200 www.mccainfoodservice.co.uk 01483 264118

Category extension Limited editions RangeAdvertising extension Kepak Convenience Foods (KCF) has Diageo GB and Coca-Cola Enterprises Tic tac has added a new flavour,Straw - created a new category definition, ‘quick are tapping into this summer’s events with berry Fields, to its range to maximise sales and tasty snacks and meals’, which covers limited-edition bottles featuring Union Flag in the largest and fastest-growing segment all single-serve chilled snacks and meals. designs for Gordon’s and Pimm’s bottles, of pocket confectionery – fruit. The launch The move is part of KCF’s plans to double 1l bottles of Schweppes Lemonade and is timed to take advantage of the average the size of its £105m microwavable-snacks Schweppes Tonic, and premix cans of 21% spike in sales of fruit-flavoured sugar business in the next five years. Gordon’s and Pimm’s. confectionery during summer. 01772 688300 0845 751 5101 01923 690300

42 may 2012 Betterwholesaling.com

p42 productsCS4.indd 42 26/04/2012 18:25 back page

15 minutes with...

Seeing other people develop is very rewarding, especially when you’ve played a key part James Roydhouse is the recently- the same way, to help promote What music is on your iPod? appointed symbols sales manager them to bigger, better roles. Oasis, Stone Roses and Red at Palmer and Harvey. He is the Hot Chili Peppers. I’ll listen Which actor would you want to anything that puts a spring third addition to the team to join to play you in the film of in my step. from AB InBev, where he worked your life? as regional sales manager, was George Clooney (pictured) – Whom do you consider to responsible for managing a team we have similar hairstyles. be a good role model for the of six and looked after free-trade pubs in Yorkshire next generation? and the north-east. In his new role, Roydhouse will If money were no object, Richard Branson, because be responsible for managing a team of five symbol- what would be the first he’s not afraid to push the thing on your shopping list? boundaries. He broke the business managers. I’d really like to take the mould with many indus- family somewhere warm and tries, and has an admirable sunny, like Aus- amount of focus and dedica- What did you want to be go over my sales and tralia or New tion. He also believes in when you were growing up? revenue numbers. Zealand – his product, which is I always wanted to be a foot- I’m really the essence of a great baller: I really loved Jimmy How would your colleagues drawn to salesperson. Greaves – he was a great goal- describe you? the lifestyle scorer. George Best may have A team player, focused and and culture How do you fill your got all the women, but Jimmy driven. I work closely with there, plus spare time? was more down to earth. I like my colleagues to help them I’ve always I like playing golf, to think I stopped because I to achieve their goals. Seeing wanted to see skiing and was never discovered, but I other people develop is very Sydney Harbour travelling the was probably no good. rewarding, especially when Bridge. world. I’m you know you’ve played a key going to What was your first job? part in their success. Chi- I was a newspaper delivery cago this boy. I rode around town, What’s your proudest month popping papers through moment in your and look postboxes and getting some career to date? forward pretty good tips, too. In my last job with InBev, to going three of my team members away What’s the first thing you were promoted while under with the do when you get into work my management. I felt pleased family each day? because I had trained and later on I make a cup of tea – milk coached them. I would like to in the and half a sugar – and work with my current team in year. l

contacts 020 7689 0600 [email protected] 11 Angel Gate, City Road, London, EC1V 2SD editoriAL advertising Editor-in-chief Stefan Appleby Sales & Production Account Manager Alex James Face to Face Executive 020 7689 3376/ Coordinator Eszter Endredi 020 7689 3370 / Caroline Cronin [email protected] 020 7689 3380 / [email protected] 020 7689 3369 / [email protected] [email protected] Editor Elit Rowland Account executive Chloe Cardon 020 7689 3355 / Account Director Mike Baillie 020 7689 3372 / Marketing Executive Ceinwen Jarvis [email protected] 020 7689 3367 / [email protected] 020 7689 3352 / [email protected] [email protected] CONTRIBUTORS Nikki Allen, James Armitage, Head of Face to Face Kate Dickenson Guy Campos, Faye David, Martin Foster, Mike Account Manager Jeremy Fordrey 020 7689 3368 / Finance Manager Nicola Holmes McGee, Dan Sherry, Henry Wharton 020 7689 3366 / [email protected] 020 7689 3356 / [email protected] [email protected] PRODUCTION Rob Buckley (subbing), Andrew Richards (design) Managing Director Nick Shanagher 020 7689 3382 / [email protected] If you are experiencing distribution problems with this magazine, contact [email protected] Printed by: Wyndeham Roche Ltd, Victoria Business Park, Roche, St Austell, PL26 8LX

Betterwholesaling.com may 2012 43

p43 back CS4.indd 43 26/04/2012 18:39 www.j2o.co.uk Ltd.www.facebook.com/J2OJuicedrink www.j2o.co.uk Drinks Soft Britvic of trademark a registered is J2O 88 88 Calories 75 Calories per bottle Calories 77 per bottle per bottle Calories per bottle

With the new style J2O in your chiller, the summer’s looking better than ever… • Sleek new bottle and label • Optimal range of four: Three core flavours Plus one seasonal limited edition

As seen on TV

Get full details at: www.transformyourpatch.com Voting closes: 31/10/12

6626_032_Project Vogue_Better Wholesaling ad_FULL PAGE_AW.indd 1 25/04/2012 11:48