Booker is expanding the remit of its regional development managers (RDMs) from a single to multi-fascia sales model as it looks to boost symbol group growth.
The wholesale giant has combined the retail sales teams for its symbol groups, doing away with a split between Premier and Family Shopper, and Budgens and Londis.
Until now, Booker RDMs have been assigned to an individual symbol group brand, to support existing retailers and recruit new stores specifically for that fascia.
From July, Stewart Fenn, Booker director of forecourt sales and customer proposition for retail, said RDMs would instead become “brand-agnostic” and represent its full symbol portfolio.
“There won’t be a Premier RDM, or a Budgens RDM, there will only be Booker RDMs,” he said. “It means the sales team can be far more effective in how we support our retailers and help them make the right decisions.”
As part of the changes, Booker has been developing a symbol escalator model that outlines each fascia’s proposition, demographic, and strengths.
Premier is focused on value and convenience, Budgens on premium and fresh, Family Shopper on value and discount, and Londis on fresh-led convenience at a smaller scale, with a strong presence in forecourts.
All RDMs are currently undergoing training to build a deeper understanding of each proposition. Fenn said this would allow them to assess individual stores and recommend the most suitable fascia for a retailer using a set of criteria.
“They will be able to approach new retailers, understand their business model, and use our symbol escalator model to advise retailers what fascia will maximise their business,” said Fenn. “We’re making it really simple for them so they can just focus on supporting the retailer.”
Fenn added that the current model created crossover between RDMs in regional territory. Under the new structure, they will oversee stores across all Booker fascias but within a tighter geographical area.
“When we’re looking at bringing a new retailer in or for retailers looking at developing or expanding their business – that’s where we will see a fundamental difference.
“Ultimately, our objective is to maintain our retail scale and to continue growing. It’s a very competitive market and you’ve got to understand what it and what isn’t working, and by having this propositions role it will help to accelerate that quicker, which is what retailers need at the moment.”
Booker also recently relaunched its Budgens symbol group at a store in Ascot, that was previously a Londis. It offers “a new look and feel”, a bigger focus on fresh and food to go, and new fascia branded ‘Budgens & Co’, which was the original branding when Budgens launched in 1872.
“It’s about highlighting partnership,” said Fenn.
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