TECHNOLOGY FEATURE BRICKS AND CLICKS36r8um4d67bf12hav1zdwd8a7v-wpengine.netdna-ssl.com/... ·...

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in association with WORKING TOGETHER: KERRY FOODS AND BESTWAY BATLEYS Betterwholesaling.com JULY 2015 25 1 IGD 24 JULY 2015 Betterwholesaling.com “It’s really important that we work with wholesalers like Bestway as they are investing significantly in their entire chilled logistics network. We can work with them to help make sure our logistics are efficient and effective, our shelf life is what it needs to be and our cases are the right size. By collaborating we will really help wholesalers improve their proposition for retailers.” Clare Bocking SALES DIRECTOR – CONVENIENCE, KERRY FOODS " The chilled display is very good at Bestway, all the items are clearly displayed and labelled. Chilled foods is a vital category and I know Kerry Foods is always helping with pricing and promotions." Jagdish Patel RETAILER, P J NEWS, HANWELL, EALING “Kerry Foods has been a fantastic supplier over the last 12 months. They came to us and identified the opportunity for future growth, and really brought to life what we mean by customer missions and how customers shop. That made us go back and look at our ranges and where we had gaps in our chilled offer and since then we’ve listed a number of new products into our range which already our retail customers are picking up on.” Steve Carter SENIOR TRADING CONTROLLER FOR FRESH, FROZEN AND FOODSERVICE AT BESTWAY "When the weather is hot, my customers want chilled food to consume whilst on the go, so cheese and sandwiches. Kerry Foods has a range of products such as Cheestrings, for kids' packed lunch and picnic which is key during the summer seasons." Mayoon Rasab SUNSHINE SUPERMARKET, HARROW ROAD, WEMBLEY Whether you are just starting out in chilled or have an established chilled offering, the Kerry Foods 'Building a Nation of Chilled Experts' programme can help you maximise your chilled space to drive increased sales. Get in touch today to find out more on [email protected] Kerry Foods, the expert in chilled food, is working with Bestway Batleys and other wholesalers to identify how they can grow chilled sales and deliver success. Chilled is the number one food category in convenience, currently worth £3.8bn and set to reach £6bn by 2018 1 . It is a phenomenal opportunity for wholesalers and retailers and Kerry Foods is helping to ensure both grab a chunk of the profits in the coming years – to win in wholesale and convenience, it is increasingly important to win in chilled. Expert in chilled With a number of market leading brands including Mattessons, Cheestrings, Richmond sausages and Wall’s bacon, Kerry Foods is perfectly placed to help wholesalers drive chilled sales. Clare Bocking, Sales Director – Convenience, at Kerry Foods, says: “We’re looking at what the total category should mean for both wholesalers and retailers. So how do we get the right range, how do we get the right products and satisfy the right shopper missions. Certainly from a supplier perspective we are making sure that all our products fit with what retailers need.” She is working with Steve Carter, Senior Trading Controller for Fresh, Frozen and Foodservice at Bestway, to ensure there is a promotional programme that drives the right products into the market. Driving sales Kerry Foods has launched a comprehensive range of price-marked packs (PMPs) to accelerate retailers’ chilled sales, and is working in partnership with Bestway to grow the category through planned initiatives such as chilled strategy workshops. “We’ve been trying to make sure our core range, which retailers need to stock, is visible and that we’ve got the right range in wholesale,” says Kerry Foods’ Bocking. “Steve has done some fantastic work in Bestway looking at what share of space products should have, making sure catering is clearly differentiated from retail and making sure the best lines are promoted so we’re driving the right level of distribution for the key selling SKUs. Everything we’re trying to do to get the retailers engaged, Bestway Batleys is driving from their depot perspective too.” Overcoming the challenges For many independent retailers, particularly those perceived as a CTN business model, chilled food can be a tricky category to manage, with fears about wastage and relatively high prices. However, Kerry Foods is helping retailers capitalise on a number of chilled opportunities including food to go and meal for tonight through its Building a Nation of Chilled Experts initiative. Bestway Batleys' Carter says: “Clearly we identified that Kerry Foods' brands such as Richmond and Mattessons are significant within the chilled sector, and as a result of that we looked at everything from how the product was delivered, to how we sell the product and the product pricing.” DELIVERING CHILLED SUCCESS CHILLED IS THE NUMBER ONE FOOD CATEGORY IN CONVENIENCE, CURRENTLY WORTH £3.8BN AND SET TO GROW TO £6BN BY 2018, HIGHLIGHTING A HUGE OPPORTUNITY FOR WHOLESALERS AND RETAILERS1 Organise the chiller by customer need, category and brand. Wholesalers can drive chilled food sales by placing chilled snacking products next to sandwiches and pastries. Range – if space allows, dedicate more of the chiller to growing categories like chilled ‘top up’ and ‘cheese & meat snacking’. Availability – ensure chillers are well stocked with good rotation to ensure freshness. Signage – make it easy for shoppers to find the chiller in depot. Beacon brands such as Wall’s and Mattessons should be used as a signpost across the chilled category. Ensure your staff follow a daily routine to maintain cleanliness of chiller and ensure it is well stocked with a good rotation of product to guarantee freshness. TOP TIPS FROM KERRY FOODS 1 2 3 4 5 Features 2016 January Tobacco Price-marked packs February Alcohol Confectionery Homecare & Laundry March Energy Drinks Frozen Food & Ice Cream Crisps & Snacks Hot Beverages April SUMMER SPECIAL Tobacco Toiletries & Grooming May Lager & Cider Sugar Confectionery Breads & Spreads June What to stock Soft Drinks Biscuits, Cakes & Desserts Free-from Foods July Tobacco E-cigs Craft beer BUYING GROUPS SPECIAL August Big Night In Breakfast Price-Marked Packs Free-from Foods September CHRISTMAS SPECIAL Petcare Diwali Hot beverages October Tobacco Seasonal Alcohol Winter Remedies November Spring Confectionery Soft Drinks Chilled & Fresh World Foods December Perfect Partnerships E-cigarettes Home baking & Fresh Bakery Wine Better Wholesaling www.betterwholesaling.com The new monthly magazine that provides wholesale decision makers with actionable thought leadership and promotes best practice to grow sales. n Audience of wholesaler decision makers: 4,127* depot managers, buyers, directors, and development managers n Build supply chain awareness of your brand strength and strategy n Promote category excellence and growth in the convenience channel (*ABC total average net circulation per issue July 2014 to June 2015) Editorial Contacts Editor Martyn Fisher martyn.fi[email protected] 020 3871 6490 Specifications Files: Artwork to be supplied in high-resolution PDF. All images within the PDF must be 300dpi images formatted to PPA Pass4press Version 9. Deadlines 1. Display advert: Complete artwork is required 10 days prior to publication. 2. Advertorial Complete artwork is required 15 days prior to publication. (Production staff must be notified if artwork is to be advertorial) Half page horizontal Bleed: 216 x 143 Trim: 210 x 140 Type: 190 x 128 1/3 page column Bleed: 67.2 x 303 Trim: 64.2 x 297 Type: 54.2 x 263 1/4 page Bleed: 86.6 x 143 Trim: 83.6 x 140 Type: 73.6 x 128 Eighth page landscape (banner) Bleed: 190 x 40 Trim: 190 x 40 Type: 170 x 28 Advertisement dimensions (mm) Double page Spread Bleed: 426 x 304 Trim: 420 x 297 Type: 400 x 263 Dummy front cover Bleed: 216 x 220 Trim: 210 x 214 Type: 194 x 199 Page Bleed: 216 x 303 Trim: 210 x 297 Type: 190 x 263 Half page vertical Bleed: 106 x 303 Trim: 103 x 297 Type: 93 x 263 Rate card (£) 1 insertion 3 insertions 6 insertions 8 insertions 10 insertions Double page spread £2,695 £2,533 £2,398 £2,237 £2,048 Inside front/outside back cover £1,630 £1,532 £1,451 £1,353 £1,239 Full page £1,595 £1,499 £1,419 £1,324 £1,212 One Minute Depot Manager £3,275 £3,079 Coverwrap £5,475 £4,873 IFC Gatefold £4,175 £3,716 Bound inserts £3,450 Loose inserts £1,050 Other advertising formats Prices on application Agency discount 10% @bw_mag Sales Contacts Commercial Manager - Wholesale Richard Pole [email protected] 020 7689 3364 Director of Sales Mike Baillie [email protected] 020 7689 3367 TM © Rugby World Cup Limited 1986 - 2015. All rights reserved. Our industry is a people industry. From young stars such as Pradip Dhame- cha, Dawood Pervez and Simon Hannah, who leads a 140-year-old family busi- ness – all who, like myself, have been born into the business – to people who started at the bottom and worked their way to the top, we dedicate our lives to our industry. We know businesses love the experience of going to a cash & carry. It’s a social event – a hotbed of retailers sharing their successes and near- misses – and also an op- portunity to check out the latest products, and seek support from suppliers and wholesalers. But, by putting ourselves in the shoes of our cus- tomers, we also know it is hard work. So where will the emergence of Ama- zon Fresh, Amazon Business, and Tesco’s tech-driven One Stop Franchise leave us in five years time? And how should we protect ourselves? To gaugethe feeling in the wholesale industry, I conducted a live poll at the Scottish Wholesale Association’s (SWA) annual conference. e theme was ‘Evo- lution’, with representatives from the brand, wholesale and retail industry in attendance. Nearly 100 people gave their views on how much value wholesalers will add in five years compared with now. I was hugely encouraged to see the passion for our industry reflected in optimism for the continuing and evolv- ing role of wholesalers. While only the minority thought wholesalers would add less value, 37% of the audience felt wholesalers would be adding more or significantly more value in 2020. I was not surprised: while we need to evolve to bridge the gap, we are used to evolving. And while Amazon relies completely on logistics and technology, independent wholesalers have more strings to their bow – our people, our passion and our heartfelt closeness to our customers.  Amazon, Alibaba, Tesco – none of these Goliaths have a chance in hell of replicat- ing this, it takes passionate people, years of experience. It is our core strength. Just as the pressures of online and the multiples sparked cries that days of the CTNs were numbered, we instead saw our beloved traditional newsagents evolve and adapt into the in- dependent and strong convenience stores we have today, with EPoS, promotional bays, digital signage, and services. We are used to evolving. Look at Book- er, which went from the brink of disaster to king of the hill, recognising that the bricks are still core to their business.  I n the past few weeks we have been hearing about the likely arrival of Amazon Fresh on our shores; with an array of products that will make Tesco look like a corner shop. is is not the first time that a threat to our business, facilitated by new tech- nology, has loomed over our livelihoods. ere are some who predict gloom, but there are also others among us who are fatigued with hearing of technology as the harbinger of doom, and believe that bricks add something to retail that will never be replaced by clicks. 24 AUGUST 2015 Betterwholesaling.com BRICKS AND CLICKS TECHNOLOGY Amazon Fresh may be threatening small businesses, says ANX PATEL, but wholesalers have key strengths where web giants do not: in physical presence and in customer relationships 37 Percent of people at the SWA said wholesalers would be adding more or significantly more value in 2020 28% of all consumers are planning to watch the Rugby World Cup in a pub.* Make the most of 44 days and 20,000 hours of broadcast coverage this Autumn. Contact your Heineken Sales Manager or visit www.online.heineken.co.uk Follow @HEINEKEN to get closer to the action. #ItsYourCall * Percentage of 1495 surveyed nationally, Exterion Media, Feburary 2015 Betterwholesaling.com AUGUST 2015 25 e impeccable standards in their depots, and shopping experience is com- bined with meat counters and tasters. Simultaneously they see their growth in digital and making life easier for their customers. A smart, thoughtful blend of bricks and clicks. So maybe the answer is the blend of online and offline. Where Amazon will struggle, by their definition, with the bricks and people, we can take advantage of the huge benefits of digital.  But this isn’t to advocate complacency. Although the industry is strong, it can only benefit by evolving faster, and inde- pendent wholesalers can gain much from deepening their customer insight with easy mobile technology and smart data analysis. e move towards omni-channel purchasing means we all need to be adept at both bricks and clicks. It was great to see the SWA members’ passion for wholesale, and their under- standing that we shouldn’t rely on technol- ogy (because that’s what Amazon and Tesco do) but instead useit to make our existing business better. Technology is not simply the answer, but instead it is our enabler. It echoes my own belief in the positive future for our supply chain, built from my experience in our industry and devel- oping our order-management business. We don’t need a digital strategy, but a business strategy for a digital age. At GoKart, we are proving that adopt- ing new technology can be as easy as it is transformative, and is no longer some- thing accessible only to big business and digital giants. Companies such as ours enable traditional wholesalers to access the advantages digital can offer at a low cost in time and money. GoKart liberates time-poor retailers and resource-intensive wholesale busi- nesses to spend time improving their businesses, not serving them. It allows more time to nurture customer relation- ships, and hunt for new business. To focus on the people. Our vision is of a vibrant and prosper- ous independent high street with this prosperity filtering right through the independent supply chain. It has meant that our wholesalers can use their sales teams to focus on lapsed customers, upselling and new busi- ness instead of on orders. is has led to a doubling of turnover in just seven months in one case. It means that brands can learn from the trends, and drive their sales through targeted promotions and seamless communications. Let there be no question, that ef- ficiency improvements, combined with the wealth of passion, experience and ingenuity within our sector, will make the next five years a story which is not just about the big entrants such as Amazon, but instead how together we rose up and prospered. l Anx Patel is an experienced independ- ent retailer and wholesaler, now CEO and founder of GoKart (getgokart.com). GoKart is a mobile wholesale order-capture app and system, which has been championed by companies such as Kerry Fresh. e answer is online and offline. Where Amazon will struggle with the bricks and people, we can take advantage of digital FEATURE Amazon’s grocery service will hit the UK in September Artwork Contact Production Coordinator Billy Allen [email protected] 020 7689 3368 4,127* Reach an audience of 4,127 wholesaler decision makers Transmission: 1. Email [email protected] (Files up to 8mb) 2. On a CD or DVD to: Production, Newtrade, 11 Angel Gate, City Rd, London EC1V 2SD D espite the clamour from health lobbyists, a ban or tax on sugary soft drinks has so far been resisted by the lawmakers. So when a retailer took the lead instead, it caused quite a stir. But while Tesco’s decision to remove full-sugar variants of much- loved brands such as Ribena, Capri- Sun and Rubicon is considered by some to be a responsible move, others are convinced the multi- ple is shooting itself in the foot. For wholesalers at least, the move raises three important ques- tions. How far should depots go in taking advantage of the void in the market by continuing to stock full-sugar variants? What are the alternatives? And what’s the best strategy in the run-up to Christmas? It is not the wholesaler’s job to police retail ranges and consumer purchas- ing choices, argues James Logan, com- mercial director at Refresco Gerber. “If it was, there wouldn’t be any biscuits, cakes, sweets, soups or sauces, for starters,” he suggests. “Consumers need to have the facts to hand and make their own choices about what they eat and drink.” Logan concedes, however, that wholesalers do need to ensure that they have a good range of lower sugar options “as that is where the market is heading”. It’s a market in which the lead- ing soft drinks companies are also striving to meet the UK’s Public Health Responsibility Deal, which has targets for reducing calories. Britvic claims to have removed 18m calories from its products, in- cluding Pepsi and J₂O, since 2012. Coca-Cola Enterprises, meanwhile, reduced the average calories per litre in its range of sparkling drinks by 5% by the end of last year and it plans to cut a further 5% by 2025. Although much of the sugar-reduc- tion debate centres on carbonated drinks, the overall soft drinks market is, of course, much more diverse. Take the flavoured milk cat- egory, for instance, which has grown by 6% in value in the past year, and is now worth £316m. Yazoo producer FrieslandCampina owns a 68% share of the market and UK sales director Michael Lawrence SOFT DRINKS CATEGORY GUIDE With Tesco taking the lead on removing sugar drinks from its shelves, how should wholesalers respond? NOLI DINKOVSKI looks at the options available – and what suppliers are doing to cut their sugar content 26 NOVEMBER 2015 Betterwholesaling.com SUGAR AND SPICE 18m Number of calories Britvic has removed from its products since 2012 Consumers need to have the facts to hand so that they can make their own choices about what they eat and drink says flavoured milk drinks aren’t just for kids. “Flavoured milk offers more sustenance than other soft drinks, so can be used as a gap filler between meals or as an afternoon pick-me-up,” he explains. “Wholesalers should consider stocking a range of sizes, from handy on-the-go formats to larger 1l packs, suitable for the take-home shopper.” While Lawrence acknowledges that it may be hard for wholesalers to compete with the multiples on price, he believes a positive in-depot expe- rience can make a real difference. “One way to achieve this is to put similar products next to each other with clear segmentation. is improves presentation and makes purchasing easier,” he says. “A great advantage of many fla- voured milk drinks like Yazoo is that they don’t have to be kept chilled. And Yazoo enjoys a long life, so there’s no waste, just profit,” Lawrence adds. Having grown to become the second largest soft drinks segment (behind car- bonates), sport and energy drinks also can’t be ignored. By focusing on a number of important consumer driv- ers, Red Bull claims to have iden- tified sales opportunities of up to an ad- ditional £605m over the next few years. “ese include linking energy drinks to energy occasions, such as studying, driving or working,” ex- plains Rich Fisher, category develop- ment manager at Red Bull UK. “Another is educating consumers about the benefits of energy drinks, to help them overcome health concerns.” Overall, functional energy drinks are performing strongly – they’re SOFT DRINKS 28 NOVEMBER 2015 Betterwholesaling.com £605m Additional sales opportunities in soft drinks Red Bull claims to have identified Flavoured milk offers more sustenance than other soft drinks, so can be used as a gap filler between meals or as an afternoon pick-me-up “Pepsi and Tangoare selling really well, as they are both on a long-term promotion. Flavoured water brand Macb is a big hit with schoolchildren as well. “Wholesalers need to offer a good range of price-marked packs, as they are essential in soft drinks. Promotions are also clearly important.” MO RAZZAQ, Premier Mo’s Convenience Store, Glasgow “Our best-sellersare 500ml bottles of Coca-Coca, including Diet and Zero, and Oasis Summer Fruit. More generally, exotic flavours are becoming popular, though they often depend on the weather.” “I would like to see better pricing for price-marked packs as the profit on return is poor. If the margins are improved, more retailers will stock them.” RALPH PATEL, e Look In, Woodmansterne, Surrey “We find customers, especially parents with younger children, want healthy drinks with no additives. “Our best-selling soft drink is the Frobishers range of juices, smoothies and fusions. Its tomato juice makes a fantastic Bloody Mary. “Wholesalers should offer branded glassware, as it helps create a premium experience. Staff training about products and providence would also be beneficial.” AMANDA BAKER, e Jolly Cricketers, Seer Green, Bucks “People want some- thinga little different when they visit a pub, and that’s what we like to offer. “One of our most popular brands is Fenti- mans, particularly its Ginger Beer and Victorian Lemonade.” JOHN COX, Yewtree Inn, Bunbury, Cheshire CUSTOMER VIEWPOINTS Newtrade media pack 2016 | 3

Transcript of TECHNOLOGY FEATURE BRICKS AND CLICKS36r8um4d67bf12hav1zdwd8a7v-wpengine.netdna-ssl.com/... ·...

Page 1: TECHNOLOGY FEATURE BRICKS AND CLICKS36r8um4d67bf12hav1zdwd8a7v-wpengine.netdna-ssl.com/... · formatted to PPA Pass4press Version 9. Deadlines 1. Display advert: Complete artwork

in association withWORKING TOGETHER: KERRY FOODS AND BESTWAY BATLEYS

Betterwholesaling.com JULY 2015 251 IGD24 JULY 2015 Betterwholesaling.com

“It’s really important that we work with wholesalers like Bestway as they are investing significantly in their entire chilled logistics network. We can work with them to help

make sure our logistics are efficient and effective, our shelf life is what it needs to be and our cases are the right size.

By collaborating we will really help wholesalers improve their proposition for retailers.”

Clare BockingSALES DIRECTOR – CONVENIENCE, KERRY FOODS

" The chilled display is very good at Bestway, all the items are clearly displayed and labelled. Chilled foods is a vital category and I know Kerry Foods is always helping with pricing and promotions."

Jagdish PatelRETAILER, P J NEWS, HANWELL, EALING

“Kerry Foods has been a fantastic supplier over the last 12 months. They came to us and identified the opportunity for future growth, and really brought to life what we mean by customer missions and how customers shop. That made us go back and look at our ranges and where we had gaps in our chilled offer and since then we’ve listed a number of new products into our range which already our retail customers are picking up on.”

Steve CarterSENIOR TRADING CONTROLLER FOR FRESH, FROZEN AND FOODSERVICE AT BESTWAY

"When the weather is hot, my customers want chilled food to consume whilst on the go, so cheese and sandwiches. Kerry Foods has a range of products such as Cheestrings, for kids' packed lunch

and picnic which is key during the summer seasons."

Mayoon RasabSUNSHINE SUPERMARKET, HARROW ROAD, WEMBLEY

Whether you are just starting out in chilled or have an established chilled offering, the Kerry Foods 'Building a Nation of Chilled Experts' programme can help you maximise your chilled space to drive increased sales. Get in touch today to find out more on [email protected]

Kerry Foods, the expert in chilled food, is working with Bestway Batleys and other wholesalers to identify how they can grow chilled sales and deliver success.

Chilled is the number one food category in convenience, currently worth £3.8bn and set to reach £6bn by 2018

1. It is a

phenomenal opportunity for wholesalers and retailers and Kerry Foods is helping to ensure both grab a chunk of the profits in the coming years – to win in wholesale and convenience, it is increasingly important to win in chilled.

Expert in chilled

With a number of market leading brands including Mattessons, Cheestrings, Richmond sausages and Wall’s bacon, Kerry Foods is perfectly placed to help wholesalers drive chilled sales. Clare Bocking, Sales Director – Convenience, at Kerry Foods, says: “We’re looking at what the total category should mean for both wholesalers and retailers. So how do we get the right range, how do we get

the right products and satisfy the right shopper missions. Certainly from a supplier perspective we are making sure that all our products fit with what retailers need.” She is working with Steve Carter, Senior Trading Controller for Fresh, Frozen and Foodservice at Bestway, to ensure there is a promotional programme that drives the right products into the market.

Driving sales

Kerry Foods has launched a comprehensive range of price-marked packs (PMPs) to accelerate retailers’ chilled sales, and is working in partnership with Bestway to grow the category through planned initiatives such as chilled strategy workshops. “We’ve been trying to make sure our core range, which retailers need to stock, is visible and that we’ve got the right range in wholesale,” says Kerry Foods’ Bocking. “Steve has done some fantastic work in Bestway looking at what share of space products should have, making sure

catering is clearly differentiated from retail and making sure the best lines are promoted so we’re driving the right level of distribution for the key selling SKUs. Everything we’re trying to do to get the retailers engaged, Bestway Batleys is driving from their depot perspective too.”

Overcoming the challenges

For many independent retailers, particularly those perceived as a CTN business model, chilled food can be a tricky category to manage, with fears about wastage and relatively high prices. However, Kerry Foods is helping retailers capitalise on a number of chilled opportunities including food to go and meal for tonight through its Building a Nation of Chilled Experts initiative. Bestway Batleys' Carter says: “Clearly we identified that Kerry Foods' brands such as Richmond and Mattessons are significant within the chilled sector, and as a result of that we looked at everything from how the product was delivered, to how we sell the product and the product pricing.”

DELIVERING CHILLED SUCCESS

CHILLED IS THE NUMBER ONE

FOOD CATEGORY IN CONVENIENCE, CURRENTLY

WORTH £3.8BN AND SET TO GROW TO £6BN BY 2018, HIGHLIGHTING

A HUGE OPPORTUNITY FOR WHOLESALERS AND

RETAILERS1

Organise the chiller by customer need, category and brand. Wholesalers can drive chilled food sales by placing chilled snacking products next to sandwiches and pastries.

Range – if space allows, dedicate more of the chiller to growing categories like chilled ‘top up’ and ‘cheese & meat snacking’.

Availability – ensure chillers are well stocked with good rotation to ensure freshness.

Signage – make it easy for shoppers to find the chiller in depot. Beacon brands such as Wall’s and Mattessons should be used as a signpost across the chilled category.

Ensure your staff follow a daily routine to maintain cleanliness of chiller and ensure it is well stocked with a good rotation of product to guarantee freshness.

TOP TIPS FROM KERRY FOODS

12345

Features 2016JanuaryTobaccoPrice-marked packs

FebruaryAlcoholConfectioneryHomecare & Laundry

MarchEnergy DrinksFrozen Food & Ice CreamCrisps & SnacksHot Beverages

AprilSUMMER SPECIALTobaccoToiletries & Grooming

MayLager & CiderSugar ConfectioneryBreads & Spreads

JuneWhat to stockSoft DrinksBiscuits, Cakes & DessertsFree-from Foods

JulyTobaccoE-cigsCraft beerBUYING GROUPS SPECIAL

AugustBig Night InBreakfastPrice-Marked PacksFree-from Foods

September CHRISTMAS SPECIAL Petcare Diwali Hot beverages

OctoberTobaccoSeasonal AlcoholWinter Remedies

NovemberSpring ConfectionerySoft DrinksChilled & FreshWorld Foods

DecemberPerfect PartnershipsE-cigarettesHome baking & Fresh BakeryWine

Better Wholesalingwww.betterwholesaling.com

The new monthly magazine that provides wholesale decision makers with actionable thought leadership and promotes best practice to grow sales.n Audience of wholesaler decision makers:

4,127* depot managers, buyers, directors, and development managers

n Build supply chain awareness of your brand strength and strategy

n Promote category excellence and growth in the convenience channel

(*ABC total average net circulation per issue July 2014 to June 2015)

Editorial Contacts

Editor Martyn Fisher [email protected] 020 3871 6490

SpecificationsFiles: Artwork to be supplied in high-resolution PDF. All images within the PDF must be 300dpi images formatted to PPA Pass4press Version 9.

Deadlines1. Display advert: Complete artwork is required 10 days prior to publication.2. Advertorial Complete artwork is required 15 days prior to publication. (Production staff must be notified if artwork is to be advertorial)

Half page horizontalBleed: 216 x 143 Trim: 210 x 140Type: 190 x 1281/3 page columnBleed: 67.2 x 303 Trim: 64.2 x 297Type: 54.2 x 263

1/4 pageBleed: 86.6 x 143 Trim: 83.6 x 140Type: 73.6 x 128

Eighth page landscape (banner)Bleed: 190 x 40 Trim: 190 x 40Type: 170 x 28

Advertisement dimensions (mm)Double page SpreadBleed: 426 x 304 Trim: 420 x 297Type: 400 x 263

Dummy front coverBleed: 216 x 220 Trim: 210 x 214Type: 194 x 199

PageBleed: 216 x 303 Trim: 210 x 297Type: 190 x 263

Half page verticalBleed: 106 x 303 Trim: 103 x 297 Type: 93 x 263

Rate card (£)

1 insertion 3 insertions 6 insertions 8 insertions 10 insertionsDouble page spread £2,695 £2,533 £2,398 £2,237 £2,048Inside front/outside back cover £1,630 £1,532 £1,451 £1,353 £1,239Full page £1,595 £1,499 £1,419 £1,324 £1,212One Minute Depot Manager £3,275 £3,079

Coverwrap £5,475 £4,873 IFC Gatefold £4,175 £3,716Bound inserts £3,450 Loose inserts £1,050

Other advertising formats Prices on applicationAgency discount 10%

@bw_mag

Sales ContactsCommercial Manager - Wholesale Richard [email protected] 020 7689 3364

Director of Sales Mike Baillie [email protected] 020 7689 3367

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28% of all consumers are planning to watch the Rugby World Cup in a pub.*

Make the most of 44 days and 20,000 hours of broadcast coverage this Autumn.

Contact your Heineken Sales Manager or visit www.online.heineken.co.uk

Follow @HEINEKEN to get closer to the action. #ItsYourCall* Percentage of 1495 surveyed nationally, Exterion Media, Feburary 2015

65320_HNK_RWC_LAND_3RD_DPS_AD_420mm x 99mm_BETTER-WHOLESALING.indd 1 24/07/2015 09:18

Our industry is a people industry. From young stars such as Pradip Dhame-cha, Dawood Pervez and Simon Hannah, who leads a 140-year-old family busi-ness – all who, like myself, have been born into the business – to people who started at the bottom and worked their way to the top, we dedicate our lives to our industry.

We know businesses love the experience of going to a cash & carry. It’s a social event – a hotbed of retailers sharing their successes and near-misses – and also an op-portunity to check out the latest products, and seek support from suppliers and wholesalers. But, by putting ourselves in the shoes of our cus-tomers, we also know it is hard work.

So where will the emergence of Ama-zon Fresh, Amazon Business, and Tesco’s tech-driven One Stop Franchise leave us in five years time? And how should we protect ourselves?

To gauge the feeling in the wholesale industry, I conducted a live poll at the Scottish Wholesale Association’s (SWA)

annual conference. The theme was ‘Evo-lution’, with representatives from the brand, wholesale and retail industry in attendance. Nearly 100 people gave their views on how much value wholesalers will add in five years compared with now.

I was hugely encouraged to see the passion for our industry reflected in optimism for the continuing and evolv-ing role of wholesalers. While only the minority thought wholesalers would add less value, 37% of the audience felt wholesalers would be adding more or significantly more value in 2020.

I was not surprised: while we need to evolve to bridge the gap, we are used to evolving. And while Amazon relies completely on logistics and technology, independent wholesalers have more strings to their bow – our people, our

passion and our heartfelt closeness to our customers.  

Amazon, Alibaba, Tesco – none of these Goliaths have

a chance in hell of replicat-ing this, it takes passionate people, years of experience. It is our core strength.

Just as the pressures of online and the multiples

sparked cries that days of the CTNs were numbered, we

instead saw our beloved traditional newsagents evolve and adapt into the in-dependent and strong convenience stores we have today, with EPoS, promotional bays, digital signage, and services.

We are used to evolving. Look at Book-er, which went from the brink of disaster to king of the hill, recognising that the bricks are still core to their business.  

In the past few weeks we have been hearing about the likely arrival of Amazon Fresh on our

shores; with an array of products that will make Tesco look like a corner shop.

This is not the first time that a threat to our business, facilitated by new tech-nology, has loomed over our livelihoods.

There are some who predict gloom, but there are also others among us who are fatigued with hearing of technology as the harbinger of doom, and believe that bricks add something to retail that will never be replaced by clicks.

24 AUGUST 2015 Betterwholesaling.com

BRICKS AND CLICKS

TECHNOLOGY

Amazon Fresh may be threatening small businesses, says ANX PATEL, but wholesalers have key strengths where web giants do not: in physical presence and in customer relationships

37Percent of people at the SWA said wholesalers would be adding more or significantly more

value in 2020

p22-23_tech_AP.indd 20 30/07/2015 13:08

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28% of all consumers are planning to watch the Rugby World Cup in a pub.*

Make the most of 44 days and 20,000 hours of broadcast coverage this Autumn.

Contact your Heineken Sales Manager or visit www.online.heineken.co.uk

Follow @HEINEKEN to get closer to the action. #ItsYourCall* Percentage of 1495 surveyed nationally, Exterion Media, Feburary 2015

65320_HNK_RWC_LAND_3RD_DPS_AD_420mm x 99mm_BETTER-WHOLESALING.indd 1 24/07/2015 09:18

Betterwholesaling.com AUGUST 2015 25

The impeccable standards in their depots, and shopping experience is com-bined with meat counters and tasters. Simultaneously they see their growth in digital and making life easier for their customers. A smart, thoughtful blend of bricks and clicks.

So maybe the answer is the blend of online and offline. Where Amazon will struggle, by their definition, with the bricks and people, we can take advantage of the huge benefits of digital.  

But this isn’t to advocate complacency. Although the industry is strong, it can only benefit by evolving faster, and inde-pendent wholesalers can gain much from deepening their customer insight with easy mobile technology and smart data analysis. The move towards omni-channel purchasing means we all need to be adept at both bricks and clicks.

It was great to see the SWA members’ passion for wholesale, and their under-standing that we shouldn’t rely on technol-ogy (because that’s what Amazon and Tesco do) but instead use it to make our existing business better. Technology is not simply the answer, but instead it is our enabler.

It echoes my own belief in the positive future for our supply chain, built from my experience in our industry and devel-oping our order-management business. We don’t need a digital strategy, but a business strategy for a digital age.

At GoKart, we are proving that adopt-ing new technology can be as easy as it is transformative, and is no longer some-thing accessible only to big business and digital giants. Companies such as ours enable traditional wholesalers to access the advantages digital can offer at a low cost in time and money.

GoKart liberates time-poor retailers and resource-intensive wholesale busi-nesses to spend time improving their businesses, not serving them. It allows more time to nurture customer relation-ships, and hunt for new business. To focus on the people.

Our vision is of a vibrant and prosper-ous independent high street with this prosperity filtering right through the independent supply chain.

It has meant that our wholesalers can

use their sales teams to focus on lapsed customers, upselling and new busi-ness instead of on orders. This has led to a doubling of turnover in just seven months in one case. It means that brands can learn from the trends, and drive their sales through targeted promotions and seamless communications.

Let there be no question, that ef-ficiency improvements, combined with the wealth of passion, experience and ingenuity within our sector, will make the next five years a story which is not just about the big entrants such as Amazon, but instead how together we rose up and prospered. l

Anx Patel is an experienced independ-ent retailer and wholesaler, now CEO and founder of GoKart (getgokart.com). GoKart is a mobile wholesale order-capture app and system, which has been championed by companies such as Kerry Fresh.

The answer is online and offline. Where Amazon will

struggle with the bricks and people, we can take

advantage of digital

FEATURE

Amazon’s grocery service will hit the UK in September

p22-23_tech_AP.indd 21 30/07/2015 13:09

Artwork ContactProduction Coordinator Billy [email protected] 020 7689 3368

4,127*Reach an audience of 4,127 wholesaler

decision makers

Transmission:

1. Email [email protected] (Files up to 8mb)

2. On a CD or DVD to: Production,Newtrade, 11 Angel Gate, City Rd, London EC1V 2SD

Despite the clamour from health lobbyists, a ban or tax on sugary soft

drinks has so far been resisted by the lawmakers. So when a retailer took the lead instead, it caused quite a stir.

But while Tesco’s decision to remove full-sugar variants of much-loved brands such as Ribena, Capri-Sun and Rubicon is considered by some to be a responsible move, others are convinced the multi-ple is shooting itself in the foot.

For wholesalers at least, the move raises three important ques-tions. How far should depots go in taking advantage of the void in the market by continuing to stock full-sugar variants? What are the alternatives? And what’s the best strategy in the run-up to Christmas?

It is not the wholesaler’s job to police retail ranges and consumer purchas-ing choices, argues James Logan, com-mercial director at Refresco Gerber.

“If it was, there wouldn’t be any biscuits, cakes, sweets, soups or sauces, for starters,” he suggests. “Consumers need to have the facts to hand and make their own choices about what they eat and drink.”

Logan concedes, however, that wholesalers do need to ensure that they have a good range of lower sugar options “as that is where the market is heading”.

It’s a market in which the lead-ing soft drinks companies are also striving to meet the UK’s Public Health Responsibility Deal, which has targets for reducing calories.

Britvic claims to have removed 18m calories from its products, in-cluding Pepsi and J₂O, since 2012. Coca-Cola Enterprises, meanwhile, reduced the average calories per litre in its range of sparkling drinks by 5% by the end of last year and it plans to cut a further 5% by 2025.

Although much of the sugar-reduc-tion debate centres on carbonated

drinks, the overall soft drinks market is, of course, much more diverse.

Take the flavoured milk cat-egory, for instance, which has grown by 6% in value in the past year, and is now worth £316m.

Yazoo producer FrieslandCampina owns a 68% share of the market and UK sales director Michael Lawrence

SOFT DRINKS CATEGORY GUIDE

With Tesco taking the lead on removing sugar drinks from its shelves, how should wholesalers respond? NOLI DINKOVSKI looks at the options available – and what suppliers are doing to cut their sugar content

26 NOVEMBER 2015 Betterwholesaling.com

SUGAR AND SPICE

18mNumber of calories Britvic has removed

from its products since 2012

Consumers need to have the facts to hand so that they can make

their own choices about what they eat

and drink

p26-30_soft drinks.indd 28 29/10/2015 13:27

says flavoured milk drinks aren’t just for kids.

“Flavoured milk offers more sustenance than other soft drinks, so can be used as a gap filler between meals or as an afternoon pick-me-up,” he explains.

“Wholesalers should consider stocking a range of sizes, from handy on-the-go formats to larger 1l packs, suitable for the take-home shopper.”

While Lawrence acknowledges that it may be hard for wholesalers to compete with the multiples on price, he believes a positive in-depot expe-rience can make a real difference.

“One way to achieve this is to put similar products next to each other with clear segmentation. This improves presentation and makes purchasing easier,” he says.

“A great advantage of many fla-voured milk drinks like Yazoo is that they don’t have to be kept chilled. And Yazoo enjoys a long life, so there’s no waste, just profit,” Lawrence adds.

Having grown to become the second largest soft drinks segment (behind car-

bonates), sport and energy drinks also can’t be ignored.By focusing on a number

of important consumer driv-ers, Red Bull claims to have iden-

tified sales opportunities of up to an ad-ditional £605m over the next few years.

“These include linking energy drinks to energy occasions, such as studying, driving or working,” ex-plains Rich Fisher, category develop-ment manager at Red Bull UK.

“Another is educating consumers about the benefits of energy drinks, to help them overcome health concerns.”

Overall, functional energy drinks are performing strongly – they’re

SOFT DRINKS

28 NOVEMBER 2015 Betterwholesaling.com

£605mAdditional sales opportunities in

soft drinks Red Bull claims to have

identified

Flavoured milk offers more sustenance than

other soft drinks, so can be used as a gap filler

between meals or as an afternoon pick-me-up

“Pepsi and Tango are selling really well, as they are both on a long-term promotion. Flavoured water brand

Macb is a big hit with schoolchildren as well.

“Wholesalers need to offer a good range of price-marked packs, as they are essential in soft drinks. Promotions are also clearly important.”MO RAZZAQ, Premier Mo’s Convenience Store, Glasgow

“Our best-sellers are 500ml bottles of Coca-Coca, including Diet and Zero, and

Oasis Summer Fruit. More generally, exotic

flavours are becoming popular, though they often depend on the weather.”

“I would like to see better pricing for price-marked packs as the profit on return is poor. If the margins are improved, more retailers will stock them.”RALPH PATEL, The Look In, Woodmansterne, Surrey

“We find customers, especially parents with younger children, want healthy drinks with no additives.“Our best-selling soft

drink is the Frobishers range of juices, smoothies and fusions. Its tomato juice makes a fantastic Bloody Mary.

“Wholesalers should offer branded glassware, as it helps create a premium experience. Staff training about products and providence would also be beneficial.”AMANDA BAKER, The Jolly Cricketers, Seer Green, Bucks

“People want some-thing a little different when they visit a pub, and that’s what we

like to offer.“One of our most

popular brands is Fenti-mans, particularly its Ginger Beer and Victorian Lemonade.”JOHN COX, Yewtree Inn, Bunbury, Cheshire

CUSTOMER VIEWPOINTS

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