How Mars Wrigley Confectionery improved collaboration with its retail customers
07 September 2020Mars Wrigley Confectionery’s sales and marketing team realised it needed to become more customer centric.
The challenge
Mars Wrigley Confectionery’s aim was to deliver winning in-store execution by collaborating more effectively internally and externally.
The solution
IGD facilitated privileged access to Asda’s Slough store for a retail immersion session. This 1.5-day event took the Mars Wrigley Confectionery team in-store to give them first-hand insight, and:
improve their understanding of store processes and systems by putting themselves in the retailers’ position at store level
work the confectionery category, and others, to demonstrate the realities of ensuring on-shelf availability and excellent merchandising execution
help them experience how the confectionery category performed in areas including promotional compliance, online sales, shrinkage, and secondary packaging
The complete solution included pre-work and debriefing sessions, providing maximum value.
Key results
Clear action plans to improve packaging, branding initiatives, communication, and briefing of field sales teams
Deeper understanding of retail customers, the shopper, and the point of purchase
A stronger, more cohesive sales and marketing team dedicated to working more effectively with retail customers
Better communication with retail customers as a result of the team’s increased capability and confidence in using retail language