OBJECTIVES:

To  identify opportunities and understand areas where Mondelez International are succeeding with independent convenience retailers.

METHOD:

In-depth survey with 200 retailers, using our Better Retailing Club Rewards platform.

The survey asked 20 questions which allowed Mondelez to see how they rank in key areas of focus in the channel including:

  • Product availability
  • Rep coverage and effectiveness
  • Loyalty scheme

Because of the unique retail data that Better Retailing Club Rewards can provide, we were able to not only ask questions to garner opinion and sentiment, but also to identify particular opportunities for improvement for Mondelez to focus on.

OUTCOME:

In six weeks we were able to get 200 in-depth responses, which we analysed and presented back to Mondelez, giving  them robust, unbiased and confidential  insights and takeouts for key teams across the business.

This included:

  • Identification of regional differences or gaps
  • An understanding of what symbol and fascia stores think compared to unaffiliated stores
  • Insights into the different focuses for stores of different sizes, in different environments – rural, urban, and suburban.

What does it mean for Mondelez International?

The project allowed Mondelez to easily see the areas where they are performing well in the convenience sector, and the steps they need to take that will help them improve how they operate, and increase retailer engagement and sales.

The quantifiable outputs mean Mondelez can ask similar questions in future surveys, allowing them to measure the impact of any changes they have made, and how the work they are doing changes opinion and collaboration from the shopfloor up.

SUPPLIER TESTIMONIALS:

The findings are going to be very valuable for us. We will use them to identify areas of focus across the business, to understand how to focus our convenience strategy, and to drive growth for the channel by improving processes and communications. The quality of this work has ensured we are working with them again to continue to drive our business forward

Alisdair Hamilton, Field Sales & Ops Director, Mondelez International