Kerry Foods Direct to Store is investing £1.5m in a UK-wide initiative from mid-January designed to boost chilled food sales in convenience stores.
The company, a major distributor of chilled products to c-stores, has dubbed the project Kickstart. It will involve creating a dedicated sales performance team of up to 20 people to advise store managers about efficient merchandising.
The team will have access to 10 vans initially. The scheme is free and retailers will also be offered free products.
The advisors will analyse and give feedback on factors affecting a retailer’s business, such as catchment, consumer profile and opening hours.
The team will also recruit new customers for the company by cold-calling on retailers.
“Highly trained experts will give chillers a comprehensive makeover to make it more effective and profitable,” said Paul Stubbins, sales and marketing director of Kerry Foods Direct to Store. “Whether a cabinet is big or small our Kickstart team will show how to maximise the available space.”
The company will also be able to monitor retailers’ ongoing sales through its van sales reps, added Stubbins.