Our latest CCentral survey results show confectionery suppliers really kicked it up a notch to keep their independent customers happy.
Just look at Hershey, for example. Their 68% satisfaction in 2014 shows a 22% increase over last year’s result.
And, on average, 63% of independents said they were satisfied with their confectionery coverage, up 16% since 2013.
The frequency of call coverage to independents didn’t increase in 2014, but retailers are more satisfied with their confectionery suppliers.
So what are they doing right?
- Suppliers are focusing more on targeted sales coverage to ensure the retailers they reach are getting the right products and insights.
- For independents who need that competitive edge to survive, it’s more about the quality of the sales call, rather than the number of times that rep shows up at their door.
| Tobacco | Confectionery | Snacks | Beverages | ||||||||
| Base: Total answering | ITL | RBH | JTI | Scan. Tobacco Group | Hershey’s | Mars | Wrigley’s | Mondelēz (Kraft/ Cadbury) |
Nestle | Pepsico Foods / Frito Lay | Pepsico Beverages |
| Especially satisfied | 71% | 77% | 75% | 59% | 68% | 59% | 61% | 60% | 67% | 69% | 65% |
| Especially Dissatisfied | 26% | 10% | 14% | 18% | 19% | 25% | 23% | 22% | 22% | 21% | 24% |
Looking for more insights? Check out YCM November for the full CCentral.ca Independent Retailer Survey results.
