The Nestl eacute; Rowntree Manager of the Month for November is awarded to Dave McLaren of Batleys Cash Carry in Cleveland.
In his role as buyer, McLaren has always been proactive and keen to drive sales for his customers, his depot and also his suppliers. To him this means first and foremost focusing on getting the basics right by ensuring maximum sales of core brands, and then secondly, concentrating on ideas for driving incremental sales.
This is consistently demonstrated by his work with Nestl eacute; Rowntree. McLaren works closely with sales development executive Charlotte Freeman to develop confectionery sales and encourages his team to do the same.
One major piece of work they have undertaken together has been to re-lay the confectionery bays within the depot to ensure that the big confectionery brands were given the best positions, with the right amount of space. This is critical for ensuring customers can easily find the best-selling brands. Plus, having the right amount of space will help prevent any out-of-stocks and, therefore, missed sales.
While working on the re-lay it was discovered that some big brands, such as KitKat, were actually under-represented on the fixture. This was remedied, and has contributed to the rate of sale of the brand increasing by 34% in the depot in the last six months.
Following on from getting the basics right, McLaren has also worked with Nestl eacute; Rowntree to ensure the success of major new product launches such as KitKat 4 Finger Dark. After the initial excitement of the launch period, Mclaren organised a fortnight long sampling exercise in depot to continue the focus on the brand. The objective was to remind retailers of the consumer trend for dark chocolate and that KitKat 4 Finger Dark deserves a permanent position on their fixtures. As a result KitKat Dark’s rate of sale has increased by 10%.
“Working together and sharing our ideas and thoughts has resulted in a very positive outcome for Batleys Cleveland,” sums up McLaren