The Nestl eacute; Rowntree Manager of the Month Award for July is awarded to Garry Williams, manager of the Hillview depot, Holmes Cash Carry, Belfast.
The Hillview depot has been in business for 30 years and has a well established customer base of around 700 retailers. The business is split evenly between cash and carry and delivered wholesale. Williams has been at the Hillview depot for the past two years, having previously worked in retail.
Williams has been recognised for the Manager of the Month award for growing the depot’s confectionery sales by a fantastic +15% year on year.
One of the fundamental way Williams has achieved this has been by working closely with his Nestl eacute; Rowntree sales development executive Damien Nocher, to understand the opportunities within the category. One of the most impactful actions they took was 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.
Following the initial re-lay in 2006 the space was reviewed in May this year to include major product launches, ensuring they are given the right prominence within the bays. The new launches included premium chocolate brand Heaven and the new Nestl eacute; Rowntree sharing bags range. Both target growing areas of the confectionery market and therefore will help Williams generate incremental sales. The bags range, Rowntree’s Fruit Pastilles and Aero Bubbles, will attract new consumers to an area of confectionery which has already grown 9.5% over the past three years.
This review resulted in Williams dedicating a fourth confectionery bay to Nestl eacute; Rowntree. This also enabled better space to be allocated to boxed chocolates, which have seen sales improve as selling better as a result of retailers being able to find them more easily.
The overall results of the re-lays have been fantastic and demonstrate the potential growth both new and core brands can deliver simply by getting range and display right. Over the past 12 months, KitKat sales have increased by 168%, Rowntree’s 147% and Milkybar 59%.