Emerging Market Sales and merchandising service

Context

  • Some organisations use the wholesale channel as RTM to serve emerging market outlets.
  • This system leads to frequent out-of-stock situations for the end customer as well as no control over the picture of success for the organisation.
  • Consumers are frustrated as they are unable to obtain their choice of brand conveniently.
  • This leads to lost sales and market share opportunities and opens the door to competitors to control this channel.
  • Wholesalers are set up to act as distributors of products and are paid a set fee per case for delivery.
  • Executrac sets up a sales and merchandising force (MOT – Merchandiser Order Taker) who calls directly on the end customers once a week.
  • Orders are taken and are routed to the distributors for delivery within 24 hours.
  • Client has full visibility of the orders that are taken at end-customer level.
  • The MOT also does the required merchandising while in store.

Benefits to the customer

  • Sales by customer and SKU.
  • Updated database of end-customers.
  • Any end-customer requests, e.g. promotions, signage etc.
  • Any issues pertaining to deliveries or other RTM concerns.Ad hoc surveys on competitor activity.
  • Increased sales and market share.
  • Influence over the RTM impacting the end-customer.
  • Influence over the picture of success at end-customer level.
  • Commercial relationships with distributors ensure better execution in their stores and higher levels of loyalty.

Actual results from work done with a leading FMCG brand:

  • Sales by customer and SKU.
  • Updated database of end-customers.
  • Any end-customer requests, e.g. promotions, signage etc.
  • Any issues pertaining to deliveries or other RTM concerns.
  • Ad hoc surveys on competitor activity.
  • Increased sales and market share.
  • Influence over the RTM impacting the end-customer.
  • Influence over the picture of success at end-customer level.
  • Commercial relationships with distributors ensure better execution in their stores and higher levels of loyalty.