The Nestl eacute; Rowntree Manager of the Month for October is awarded to Bobby Hayre, general manager of Batleys in Leeds.
Having worked for Batleys for nine years, Hayre moved to the Leeds depot just eight months ago.
With customers travelling from right across South and West Yorkshire to visit the depot, Hayre’s role is to promote and develop Batleys in Leeds. To achieve this, he also understands the importance of working closely with manufacturers and seeking feedback on how he can help make the depot even more retailer-friendly.
It is an example of putting this focus into practice, which has resulted in Hayre winning the award. In August, Batleys in Leeds became the first depot to work with Nestl eacute; Rowntree to implement a new merchandising plan for confectionery. The plan is based on insight into how retailers shop in a cash and carry. It identifies that more than 70% of retailers shop with a shopping list, but if the retailers cannot find a product from their list, 80% won’t actually buy an alternative. Therefore, excellent availability and visibility of products in depot is essential in order to maximise sales.
What’s more, over 60% of retailers compile their shopping list by brand. To capitalise on this insight, Hayre and Nestl eacute; Rowntree recognised the opportunity for re-merchandising the aisle by brand. Now all the KitKat confectionery products are located together, all the Aero, all the Smarties, all the Rowntrees products and so on. The most space in the aisle has also been dedicated to the biggest brands. The result has been to make it easier for retailers to find the products they are looking for, quickly, which is especially important as they are often short on time.
The new layout is already having an impact on sales. The confectionery category as a whole is growing and individual brands like KitKat and Aero are also seeing fantastic sales uplifts of more than 50%. Nestl eacute; Rowntree is now in the process of rolling out the new plans across more than 200 depots.
Hayre is also helping his retailers capitalise on the opportunity the biscuit category represents. He has worked with Nestl eacute; Rowntree to install bay branding, which highlights the biscuits aisle and the best-selling brands within it, attracting retailers to take a closer look. Hayre has also stocked Nestl eacute; Rowntree’s 79p biscuits range. The range includes the No.1 biscuit brand KitKat, as well as Breakaway and Blue Riband, and is designed especially for small shops.