Martyn Fisher caught up with Ferrero and Bestway Wholesale to find out what they have achieved by working together around key seasonal events
Gift wrap
Opportunities for gifting abound throughout the year. Are you and your customers prepared for all of the macro and micro occasions?
Ferrero, which has been enjoying strong growth across its portfolio, and has doubled its market share since 2013, has been working with Bestway Wholesale to ensure that no stone is left unturned in a bid to maximise the profit made on gifting products.
To glean all the necessary tips, Better Wholesaling caught up with the confectionery giant and the leading wholesaler at the latter’s Park Royal depot in north London, where Ferrero was speaking to retailers to try and help them understand why seasonal activation is so vitally important.
All the occasions
Ferrero’s business unit controller, Jodie Wood, has a clear vision on how wholesalers can succeed year-round with gifting products: “It is critically important for wholesalers to stock the right range,” she says. “Household staples such as Ferrero Rocher T16 and T24, and Thorntons Classic should all be stocked throughout the year, and, ideally, they will also be clearly signposted as part of a gifting sub-category. These products can then be supplemented with more specific seasonal SKUs and off-shelf displays throughout the year.”
Bestway trading controller, Haleem Sadiq, concurs: “In our experience, having Ferrero Rocher T16 as part of our core range year-round has helped our retailer customers capitalise on the growth of a range of seasonal events,” he says.
Sadiq believes that working closely with Ferrero has allowed Bestway to consistently capitalise on key seasonal events such as Christmas, Diwali, Easter, Eid, Mother’s Day and Valentine’s Day.
An example of this came in October, when the wholesaler ran a series of trade days around the Diwali selling period, resulting in “double-digit upturns in sales of the Ferrero Rocher T24 pack format”.
Wood adds: “We know that Ferrero products are a staple for many households during the seasons, whether that be as a gift, or as a treat to enjoy with your family and friends. As well as the big occasions, be mindful of the ones that happen every single day, as it is always someone’s birthday, or there are opportunities to give gifts to your children’s teachers, or to colleagues.”
Partners in profit
Sadiq is delighted with the ways in which Ferrero has helped boost sales for his business, and singles out one key component of this support: “The best thing about working with Ferrero during the key seasonal events is the in-store theatre and displays that it creates in our depots,” he says. “These ultimately highlight a core range of seasonal products that all retailers should be stocking.”
Wood believes that wholesalers of all shapes and sizes can replicate Bestway’s success. She says: “Bestway does really well in the way that it clearly merchandises its products, so that retailers can see the different sub-categories, which are then well signposted in the depot. Bestway makes sure it highlights the best brands with point-of-sale material and activation, and it is always sure to really scale up the activations at the key seasonal points of the year.”
She adds: “Our top tip for wholesalers looking to succeed in gifting products is to make sure you have the right range in your depots at the right times of the year. We know that retailers are looking to stock up earlier, so make sure you get up early your seasonal executions. Do not forget digital, as well. For those retailers who are not shopping in your depot, you need to make sure that they, too, understand the category opportunity, along with the bestselling brands.”
Wholesaler viewpoint
“Having Ferrero Rocher T16 as part of our core range year-round has helped our retailer customers capitalise on the growth of a range of seasonal events. The best thing about working with Ferrero during the key seasonal events is the in-store theatre and displays that it creates in our depots. These ultimately highlight a core range of seasonal products that all retailers should be stocking.”
Supplier viewpoint
controller, Ferrero
“It is critically important for wholesalers to stock the right gifting range. Household staples such as Ferrero Rocher T16 and T24, and Thorntons Classic should all be stocked throughout the year, and, ideally, they will also be clearly signposted as part of a gifting sub-category. These products can then be supplemented with more specific seasonal SKUs and off-shelf displays throughout the year.”
