Pet Food Manufacturer
Who: A global pet food manufacturer with multiple brands
What we did: £100k sales in month one!
Sales doubled and an increase in market penetration.
After detailed discussions a global pet food manufacturer decided to trial the Virtual Territory Management method in conjunction with their own sales team, a field marketing agency and Konnexx.
The idea was to be able to manage all independent pet retailers with either a face to face visit or a Virtual Territory Call. The objective being to increase market share, increase distribution and sell in a range of products to the independent pet trade.
As with many of our clients the first step was to establish who we can talk to, by instigating working in conjunction with a database management house, a data cleanse and qualification of over two thousand independent pet retailers.
Of these two thousand accounts approximately fifteen hundred were put onto a list that had agreed to receive regular contact from the Konnexx team.
The brief, as is the case in so many Virtual Territory Management projects, was to create a long term relationship rather than simply sell via telesales or telemarketing.
The information gleaned from the data cleanse and qualification had established the appropriate decision maker, what products were currently being stocked, what wholesale channel was being used, the size, and willingness of the outlet to take on new products.
The Results: Using the information from the data cleanse and qualify, the first months sales exceeded £100k. By the third month the sales had been doubled.
New stockists have been found, promotions have been sold in to establish new distribution points and independent retailers introduced products within a designated range.
“We have been really impressed with what Konnexx have been able to achieve within a short space of time. The results speak for themselves. We have now been able to set up a route to market to the smaller independent pet retailers that is an information source, educates them to our product range and provides a service that in the past was not in place. We extended our relationship with Konnexx”.