Staying close to customers
Sales is about understanding the shopper and listening carefully
to our trade customers, making sure we work with customers to
develop mutually profitable business.
We sell freshly-baked bread - grocery sales are about
responsiveness, flexibility and pace - and we relish the challenge
of working in such a dynamic, competitive market. Our sales teams
work closely with our customers to remain their first choice in
building mutually profitable business growth in bakery. Our
strength is in our relationship with customers, from major
multiples and wholesalers to local corner shops.
We organise Sales into four teams:
- Category Management - which is about
identifying key insight which leads to informed strategies in the
bakery category that allow our sales, marketing and retail partners
to meet consumer needs and deliver mutually profitable growth.
- Grocery Sales - generating mutually profitable
business growth strategies for retailers.
- Channels - delivering a core range of products
to meet the needs of shoppers, with exceptional service every day
to smaller chains, independent stores and wholesalers.
- Field Sales - helping our customers deliver
growth strategies across all retailers; hunting for new business
and keeping our existing customers delighted.
We take a proactive approach to developing business with our
customers. A good example is the Convenience, Symbol and
Independent retail market, which is seeing a decline in sales as
customer - and store - numbers fall.
Our research into this sector identified the right levels of
service, advice, price and products as key to the Convenience
business. As a result, we're incentivising growth through a pricing
model that encourages customers to sell more of our bread; offering
advice and support from a field sales team that calls on 2,000
convenience stores a month to help customers develop their bakery
business; and adding new products to make sure we supply the
complete range.