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!
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
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.
