Scott Snell (pictured), sales director at Mondelez International, emphasises the importance of effective display and retailer education in driving sales.
We continue to be really committed to working with our wholesale customers to help them grow their sales. We have a dedicated a team of key account managers and business development executives who provide category advice and recommendations, visiting depots to advise on display and retailer education.
How can cash & carries improve their sales of confectionery?
• Display a core range covering singles, duos, tablets, bags and gifting, and
allocate them the right space for the sales potential.
• Offer both PMP and non-PMPs.
• Encourage retailers and other customers to make the most of the seasons.
• Stock NPD and promotional products in advance of media investment.
• Create impactful displays to catch retailers’ eyes when making purchase decisions in depot.
• Work with key suppliers – use their category knowledge and help promote retailer best practice
Wholesalers who are keen to offer great category advice to retailers and access the latest news from Mondelez can find it at www.deliciousdisplay.co.uk.
Similarly, what more can delivered wholesalers do to increase their confectionery sales?
Our range advice also applies to delivered wholesalers; however, additional communications are needed to highlight best sellers and key categories and to offer category advice – all of which can be done through websites and
Are there any cash & carries or delivered wholesalers you wish to highlight as being particularly progressive?
We’re working with many wholesalers throughout the UK to make our campaigns unmissable. Display is critical and can really make a difference to sales, driving incremental purchases. We offer PoS for all ranges and campaigns for both depots and retailers, so make the most of it by speaking to your Mondelez contact.
Can you outline an initiative with a C&C/wholesaler that has led to a
significant uplift in the sales/profits of your products through that business?
A great example has been our work with Parfetts on layouts and fixtures. It was a collaborative process and we’ve worked with the company to uncover the optimal layout for their depots for the categories we are involved with.
Are you making any investments that will benefit the trade over the coming months?
In confectionery, we’re supporting our Easter range with a £10 million investment alongside our ‘Hunt the White Creme Egg’ and Peter Rabbit promotions. Cadbury has launched a new global positioning platform which takes it back to its family brand roots.
Our Premier League partnership now spans confectionery and biscuits with our ‘Win a Legend’ promotion across Cadbury Dairy Milk best-selling singles and tablets and our ‘Finders Keepers’ promotion on Cadbury Fingers.
The first half of 2018 will see other key brands return to the small screen including belVita, Philadelphia and Cadbury biscuits.
We’re also constantly bringing innovation to help grow the categories we’re involved with. Hot off our confectionery line is Cadbury Dairy Milk Oreo Sandwich. Meanwhile, in candy, we’ve launched a small bags range from Maynards Bassetts, and ‘Get Minted’ will be making a return this year.
Tel: Mondelez International (08702) 400861