The Nestlé Rowntree Manager of the Month for June is awarded to Jim Marshall, general manager of Hancocks in Glasgow.
Marshall has been with Hancocks since the Glasgow depot opened eight years ago.
Marshall has been recognised for this award for working with Nestlé Rowntree to understand the business opportunity the World Cup represents for retailers in Scotland – despite the fact the country is not in the tournament! His knowledge of his own customers, in the football mad city of Glasgow, has been key to this.
With many customers keen to embrace the incremental sales generated by footie-themed promotions this summer, Marshall agreed to test the potential by moving Nestlé Rowntree’s football promotion to the front of his depot when a slot became available.
The on-pack promotion sees favourite brands, including KitKat and Aero, team up with the 1966 World Cup winning England team to offer consumers the chance to text and win one of 66,000 1966 England shirts. Home nations fans can also benefit, with promotional point of sale and standard stock being used to highlight their chance to win retro Scotland, Northern Ireland and Wales shirts.
Marshall was encouraged to highlight the full on-pack promotion, using England flags and footballs to capture retailers’ attention. The three pallet display was given a prime position opposite the till area, which ensures it has a greater chance of generating incremental sales as customers cannot fail to miss it. Indeed, hoodboxes included in the display are already selling through at a faster rate.
Marshall’s understanding of the importance of such big initiatives, and his ability to put his faith into supplier activity, has helped the Glasgow depot increase total confectionery sales by 5% so far this year, on top of a very good 2005.
As well as supporting big promotional activity, Marshall is also keen to benefit from formats such as biscuits and chocolate blocks. KitKat, the number one biscuit brand in the UK, Breakaway and Blue Riband are huge favourites in Scotland and are now available in six-packs especially for independent retailers. To support these brands Marshall is implementing bay branding, which will draw customers to the biscuits aisle and ensure they cannot miss the opportunity.