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Celebrating success in the UK convenience and wholesale channel

Published: December 17, 2019
CocaCola European Partners
Pictured above: Coca-Cola European Partners (Convenience Channel) 

Advantage has been operating in the UK since 2001 and measuring business engagement in programmes spanning Major Multiples, Wholesale, Convenience, Foodservice, On Trade/Licensed, Specialist Petcare and E-Commerce Channels.  As 2019 draws to a close, we are proud to celebrate top-performing suppliers and retailers in the UK with the 2nd annual Advantage Awards. To be recognised by trading partners as a top performer requires a commitment to bettering the supplier-retailer relationship. Learn more from the attributes of top performers in the 2019 UK programme. 

Congratulations to all the 2019 UK Top Performing Companies!

Budweiser Brewing Group Team Photo
Pictured above: Budweiser Brewing Group, UK (Major Mults Channel)

2019 Advantage Awards Supplier:

  • Nestlé Purina – joint 1st place in the E-Commerce Programme
  • PepsiCo – joint 1st place in the E-Commerce Programme
  • Heineken Ireland – #1 in the Irish Programme
  • PepsiCo – #1 in the Core Benchmark Set and Impulse  Business Unit in the Major Mults Channel Programme
  • ABP – #1 in the Meat, Fish & Poultry Business Unit in the Major Mults Channel Programme
  • Nestlé Beverage – #1 in the Ambient Grocery Business Unit in the Major Mults Channel Programme
  • Budweiser Brewing Group UK & Ireland – #1 in the Beers, Wines and Spirits Business Unit in the Major Mults Channel Programme
  • Arla Foods – #1 in the Dairy/Chilled Business Unit in the Major Mults Channel Programme
  • Procter & Gamble – #1 in the Personal Care/Baby and Household Business Units in the Major Mults Channel Programme
  • Procter & Gamble (Seven Seas) – #1 in the OTC Business Unit in the Major Mults Channel Programme
  • Coca-Cola European Partners – #1 in the Convenience Channel Programme
  • Walkers (PepsiCo) – #1 in the Wholesale Channel Programme
  • Heineken UK – #1 BWS supplier in the Wholesale, Convenience & Specialist Channel Programme

What are the attributes of top-performing suppliers?

  • Strive for a transparent, collaborative relationship: a partnership; communication and responsiveness are key
  • Exclusivity: offer a differentiated plan to help the retailers be competitive vs. the other retailers/discounters
  • Ensure personnel are contactable, knowledgeable, empowered, quick to respond to requests
  • Develop a strong understanding of the retailers’ strategy & objectives
  • Share category/shopper insights and trends, and also offer clear recommendations
  • Develop category plans aligned with the retailers and based on excellent knowledge of the category/shopper
  • Support brands with strong marketing programmes, including online; launch well supported, genuine NPD (range rationalisation does not mean NPD is no longer important)
  • Work together to develop & deliver a strong annual trade investment plan to meet the objectives of both parties
  • Excellent and proactive Supply Chain & Customer Service communication and close collaboration is key – regular meetings may be appropriate; deliver on time and in full – minimise out of stocks
Filshill Wholesale Advantage Awards
Pictured above: Filshill (Wholesale Channel)

2019 Advantage Awards Retailer:

  • Tesco – #1 for Overall Performance (all Business/Units and Categories combined), Bakery & Dairy,  Grocery, Prepared Foods, Produce and OTC/Healthcare Business Units
  • Tesco – joint 1st for the BWS Business Unit
  • Waitrose – joint 1st for the BWS Business Unit
  • Asda – #1 for the Personal Care/Baby and Household/Laundry & Paper and Meat/Fish & Poultry Business Units
  • Asda – joint 1st for the Impulse Business Unit
  • Sainsbury’s – joint 1st for the Impulse Business Unit
  • Ocado – #1 in the E-Commerce Programme
  • BP – #1 in the Forecourt/Convenience/Hight Street/Symbol Channel Programme
  • Filshill – #1 in the Wholesale Channel Programme
  • Filshill KeyStore – #1 in the Fascia Group Programme

What are the attributes of top-performing retailers?

  • Collaborate with suppliers, listen well and have open and honest dialogue; work together with suppliers to find joint solutions and a route forward, even when strategies are not aligned
  • View the relationship as a joint partnership, open to sharing plans and exploring opportunities
  • Put the consumer before the commercials, make insight-led decisions when it comes to range and in-store marketing
  • Stores are disciplined and compliant, staff at store level are engaged and keen to execute things well
  • Communicate regularly and proactively from the Supply Chain perspective, share information/data
  • Enable access to the right people to promptly resolve any payment issues, have a dedicated finance contact
  • Look longer-term from a Retailer Own Label perspective, work to an agreed plan 2 or 3 years out.

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