Gary Black (pictured), associate director – national and key accounts at Coca-Cola European Partners (CCEP), suggests ways wholesalers can boost their soft drinks sales.
We are fully committed to the wholesale channel and to providing customers with pack formats and variants that will help to grow their sales. We work collaboratively with wholesalers, providing tailored plans for each customer environment, from independents to licensed clients as well as foodservice.
As the convenience channel has grown so has our team of experts that regularly call upon depots and also the retailers, publicans and foodservice operators that shop with them. We continue to invest heavily in our sales team to allow them to help customers unlock the best opportunities for sales growth. This relationship enables us to communicate to retailers the importance of choice, stocking best-selling brands that are backed by marketing investment, and achieving the optimum balance of immediate and future consumption products.
Of our 1,000-strong field sales force, we have nearly 800 focusing on convenience missions, which leads to a positive knock-on effect for wholesale clients.
Are there any cash & carries/delivered wholesalers you wish to highlight as being particularly progressive?
For any progressive wholesaler, a keen focus on the growing importance of online platforms is essential. Reflecting this, digital technology is an ongoing area of development for CCEP. At the heart of this is in-depth research into understanding what retailers want from wholesaler websites, including navigation, search functions, promotions, product imagery and descriptions, as well as mobile optimisation.
Online makes ordering more convenient for retailers but also enables wholesalers to react instantly to retailers’ shopping behaviour by analysing data. We’re keen to work in partnership with our wholesale customers to achieve best practice and drive mutual growth.
Do cash & carries fall short in any aspects of the selling of soft drinks??
Similarly, how can delivered wholesalers improve their soft drinks sales?
Consumers are demanding choice, and it’s important for wholesalers to showcase that they offer a wide selection of soft drinks that can help retailers deliver a range that meets this demand. Consumers are increasingly health conscious. As a result of our focus on offering healthier drinks, 39% of all products we sell in GB are now lower or no calorie. Value for money also plays a big part in consumers’ shopping decisions and wholesalers can make the most of this by providing price-marked packs.
What is your opinion on the forthcoming tax on sugary soft drinks?
Can you share any news relating to product launches or promotions?
Tel: Coca-Cola European Partners (01733) 828000