About the client
World’s largest confectionary and pet food manufacturing company.
- Program ran across 22+ countries across the globe
- Covered more than 3000+ frontline sales staff
- Covered a variety of store formats
- Covered 10+ Retail Acceleration levers in the program
The organization had a well-researched, and time tested retail merchandizing strategy recommended by one of the largest consulting organizations. The strategy had to be operationalized at the level of the foot soldiers for it to be effective. While the organization had a series of rules and process for implementing the strategy, the change in behaviour itself was not easy for sales guys. The client wanted an effective way to make the sales force understand what the “Perfect Store Program” was and how it would help the sales teams achieve their KRA’s, and the organization achieve its sales and brand goals.
For Edvantech the program entailed, understanding in detail the Perfect Store strategy and the eco-system in which it operated. This was multi- format retail stores across the globe including;
- Modern Trade Stores
- Local Supermarkets
- Large Supermarkets
- Specialty Stores
And the sales teams in each country servicing these retail outlets. The program had to be designed such that the sales team understood why it was important to follow the merchandizing rules while setting up these retail outlets for their brand. It was a behavioural change management program, which had to be simple yet effective. These series of merchandizing rules for different types of retail outlets were broken down and designed into small digital simulation modules, based on theory of “Action Mapping’. This allowed them to visualize the real life results of operationalizing this strategy. This way there was a proactive involvement from sales teams to implement the strategy. To make it relevant to market forces in each of the geographies, these modules were then localised for each market in context of their ecosystem.