Too few wholesalers have a thorough understanding of their customers, according to Scott Wharton, supply chain director of Musgrave Retail Partners GB.
He said: “We are about putting the retailer at the heart of what we do and really understanding what happens with the customers and what happens inside the store.”
He said for this reason every single executive in Musgrave Retail Partners GB had spent three days working in a store to understand how they operate and what their role is in serving that store’s requirements. In addition the company invites clusters of retailers to feedback every quarter on the service they receive.
Wharton also said they were operating with a new definition of in-store availability. He said it used to be getting deliveries to the back door, but it was now about getting products onto shelves, and linking in the store and its backroom to the supply chain.
One of the results of this had been the introduction of evening deliveries. This meant products were delivered at a quiet time for the business and the shelves were fully stocked for the rush first thing in the morning. A by-product of this approach was that having staff on the shopfloor in the evening deterred shoplifters.