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Tara Benjamin

Tara Benjamin. Programmes Director. “Listen, act and win”. Listen ing to customers... Turning answers into act ions Win ning together. During recession, food service was static. Source: IGD Wholesale report 2010.

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Tara Benjamin

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  1. Tara Benjamin Programmes Director “Listen, act and win”

  2. Listening to customers... Turning answers into actions Winning together

  3. During recession, food service was static Source: IGD Wholesale report 2010

  4. The market is expected to grow and equal the size of the UK food retail market in terms of value by 2012 That is why we have launched our new food to go tracking programme!

  5. Delivered catering methodology Telephone interviews June/July 2010 Filter questions asked

  6. Caterers are less satisfied this year Please rate the following out of 10?

  7. Caterers tell us they want improvements in... Other than price which 3 things would you like your main delivered wholesaler to improve on? 1. AVAILABILITY …31% say at least one of their last 5 deliveries had items missing or crossed off. The main challenge is lack of communication 2. STAFF HELPFULNESS …difficulties contacting staff 3. LARGER RANGE OF PRODUCTS …to suit my needs 4. ON-TIME DELIVERIES … 9% say at least one of their last 5 orders turned up late 5. EASE OF ORDER …PLOF difficult to navigate

  8. Caterers want menu/recipe ideas & top sellers • Menus and recipe ideas • Top sellers (risen up the list!) • General business advice • Many don’t want any advice! What advice do you want?

  9. Influencing caterers purchase decisions Shopping list Soft drinks Confectionery Bread Butter Cleaning products Check promotions • 80% of caterers will have a shopping list every time they place an order • ALWAYS stick to the list • ‘most of the time’

  10. Product choice influencer hierarchy Without perceived ‘quality of product’, it is unlikely that the supporting factors will have a great effect on range choice. Primary Factor Good quality product Supporting Factors = Secondary considerations still playing important role Cheap for me Well known brand On promotion Cheap for my shoppers Promotions for my shoppers Good POR Supplier incentive Advertised on TV/press

  11. Caterers see brands as important How important is it that you sell or use well known brands of….

  12. 65% 40% The telesales relationship remains crucial! • 1/4 of customers are NEVER told about promotions when ordering • 1/5 of customers are only occasionally told about promotions • 1/3 of customers are NEVER told about NPD • 15% say telesales staff don’t understand their needs Informed of promotions by telesales staff? How likely to switch?

  13. Communicate promotions on WS leaflet • 1.6 items bought on promo in last 5 orders (up YOY) • 38% haven’t bought a promo items in the last 5 orders! • Main way caterers find out about promotions is wholesale leaflet (followed by telesales) How do Caterers find out about promotions?

  14. Make more of the PLOF • 35% check PLOF every time they order • 50% hardly ever /never check the PLOF before ordering • Caterers say they find it difficult to navigate How often do you review the PLOF prior to making your order?

  15. Web ordering still low compared to retailers • 9% of Caterers order via web (no YoY chg) • BUT caterers are increasingly using supplier websites as a way of finding out about price & promotion • Improvements needed: “Wish I could have a “basket” of my usual items” “It takes me a long time to find the products I’m looking for”

  16. So what action should we take based on this information? Operators • Improve availability & communication to minimise frustration • Telesales staff to up sell • Review PLOF layout & design • Continue focus on website & online ordering Suppliers • Provide tailored solutions & relevant messages • Fully utilise telesales - RaRa days are a must! • Maximise use of PLOF as communication & sales tool • Increase presence on websites

  17. Call to action... Listen to customers Action WIN More joint collaborative working between operators and suppliers him! can help!

  18. Thank you Tara Benjamin him! research & consulting tara.benjamin@him.uk.com 07921039866 www.him.uk.com

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