The Grocer Top 50 members Mills Group and GT News have seen sharp sales uplifts on confectionery after working with Cadbury Trebor Bassett on a category management project.
Dubbed ‘fieldman’, the system, developed by software company JDA, enables account managers to create and update planograms for smaller retailers on site via laptops.
Category development manager Richard Lane said: “Historically, category management work with regional retailers relied on account managers liaising back and forth between head office and stores, which led to an inefficient and sometimes protracted process.
“I was keen to ensure regional retailers received the same level of category insight, attention and focus as national retailers.”
The new system allows account managers to access all of CTB’s central office ranging systems and the latest market research to generate tailored planograms onsite with retailers via their laptops. Lane added that because the new system was so convenient and simple, Cadbury could also update planograms far more frequently to take account of new products coming onto the market.
Mills and GT have seen sales uplifts in the high single digits after participating in the scheme. GT Retail product manager Richard Stevens said: “Historically, we would have gone out to suppliers, but it could have taken up to two months with numerous meetings, emails and phone calls.
“Now I can sit down with my account manager and develop plans that reflect market trends, instantly introduce new products and remove slow sellers.”
Dubbed ‘fieldman’, the system, developed by software company JDA, enables account managers to create and update planograms for smaller retailers on site via laptops.
Category development manager Richard Lane said: “Historically, category management work with regional retailers relied on account managers liaising back and forth between head office and stores, which led to an inefficient and sometimes protracted process.
“I was keen to ensure regional retailers received the same level of category insight, attention and focus as national retailers.”
The new system allows account managers to access all of CTB’s central office ranging systems and the latest market research to generate tailored planograms onsite with retailers via their laptops. Lane added that because the new system was so convenient and simple, Cadbury could also update planograms far more frequently to take account of new products coming onto the market.
Mills and GT have seen sales uplifts in the high single digits after participating in the scheme. GT Retail product manager Richard Stevens said: “Historically, we would have gone out to suppliers, but it could have taken up to two months with numerous meetings, emails and phone calls.
“Now I can sit down with my account manager and develop plans that reflect market trends, instantly introduce new products and remove slow sellers.”
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