Case-study: Retail Execution: Customer Engagement - From Good to Great
Context: This markets largest customer was transforming and were misaligned with the company’s local leadership team. Deep relationship issues followed and led to the customer taking steps to impact the business’s performance. This led to double digit declines, deletion of brands, -40% loss of distribution/instore space and the cancellation of promo programs. All communication ceased.
RESULTS
CONSISTENT & SIGNIFICANT SALES GROWTH DRIVEN BY ACCELERATION IN PRIORITY BRANDS
RAPID MARKET SHARE INCREASES WITH SOME BRANDS DOUBLING SHARE OVER 3 YEARS
GROSS MARGIN +500BPS OVER 3 YEARS
MOVED FROM 70 TO 2 IN CUSTOMER STRATEGIC PARTNER RANKING IN 2YRS
WINNER OF H&B SUPPLIER OF THE YEAR
NUMBER 1 IN TRADE SURVEY - MULTIPLE YEARS POST TRANSFORMATION
ACTIONS
Re-structured to a Multi-Functional customer team to build collaboration.
Designed & implemented market leading JBP focused on growth and cost reduction.
Invested in resources to support customer category team / residing in Customer H/Office.
Implemented Margin pool mindset for joint value creation, shifting focus away from trading behaviour.
Invested in relevant customer major events, leveraging incrementality beyond JBPlan.