Complete Sales & Merchandising Solution in New Zealand

Key Account Management

Every Brand Owner has an experienced Key Account Manager assigned to their business to maximise sales, distribution and market share with FMCG supermarket head office buyers and through the Field Sales Representatives.

New Product Presentations

Preparing new product presentations, presenting to supermarket head office buyers and completing all the admin. that's needed.

Category Reviews/Business Reviews

Preparing and presenting business reviews of how the Brand Owner’s business is performing, results achieved, opportunities etc.

Promotional Planning

Preparing, presenting and loading promotional programmes for the supermarket Head Offices in their portal designed to maximise results for the money spent. Keeping track of how much Foodstuffs is charging the Brand Owner for the mailer/promotional fee Coop and display terms in the new Commercial Model to identify and action any shortfalls.

Forecasting

Keeping the Brand Owner up to date with anticipated forecast volumes to ensure sufficient inventory is produced along with anticipated financial results.

Tools for the Field Sales Team

Preparing presenters, deal sheets, selling strategies, promotional expenditure guidelines etc. for the field team to use when selling the Brand Owner’s products to maximise instore results.

Strategic Planning

Working with you and your Brand teams to maximise local market opportunities.

Field Sales Representation

Increasing Distribution
Display Booking
Shelf Relays
Field Reporting/Tracking compliance against KPIs

KML has one of the largest Field Sales Teams in New Zealand offering true nationwide supermarket coverage consisting of 80 people covering all of the 450+ supermarkets in New Zealand. As an example, our Territory Managers call on Pak n Save stores once per week and our Merchandisers call on them 3 times per week.

Our Field Sales Team is managed by Field Sales Managers to ensure the best possible results.

Our results driven team has many proven examples of success and comprises:

13

Territory Managers who sell to New World and PAK’nSAVE stores nationally

50

Merchandisers who service the New World and PAK’nSAVE stores nationally

15

Part Time Sales Representatives who check compliance and merchandise in all Countdown and Fresh Choice stores nationally

80+

people selling your brand every day

Merchandising Services

Our Merchandisers aren’t just responsible for filling the shelves.

They also make sure sufficient stock is available in the store to prevent future out of stocks.

If needed, they correct the store’s computer stock counts to make sure sufficient stock is being ordered going forward.

They also check that the correct pricing is showing.

They can build displays and look for extra display opportunities since they have such good relationships with people who work in the stores.

They check that compliance in store is correct: the correct products are stocked; the correct planogram is being used and that displays are up.

New Zealand Supermarkets

New Zealand has two major supermarket groups

The supermarket channel is comprised of Foodstuffs New Zealand (PAK’nSAVE and New World) and Woolworths NZ (Countdown).

Systems And Reporting

Market leading systems create effective selling tools, reporting and results

KML invests in the best systems, and adopts the best processes to enable increased focus on our brands, and tailored, real time reporting to our brand partners.

KML's Territory Managers use the iPad Pro 12.9” (large size) with keyboard covers to maximise the impact of a full screen when presenting, and the effectiveness of working within spreadsheets.

KML use Office 365 which provides compatibility between iPad systems (iOS) and Microsoft programs (i.e. Excel).

KML use the Sharepoint cloud drive to store all important files, giving Territory Managers immediate access to selling tools when in trade.

KML run Opmetrix Salesforce Automation to log all customer calls, run surveys, and any sort of field reporting.

KML purchase Nielsen data for all skus we represent, giving us performance visibility, and enabling us to measure TM Territory performance.

KML use the Prophet forecasting program to provide accurate sales and volume forecasting.

KML has participated in the Coalface survey in previous years (2013 and earlier) and is participating again since 2019. Coalface is a survey of all supermarket retailers and how they rate our Sales team.

KML utilises Power BI to deliver instant scan data analysis to be used to identify opportunities.

iPad Notes App for live communication and updates for the field team.

Our Results

We measure success through delivering results and Brand Owner satisfaction

With access to latest Foodstuffs Nielsen sales data, we are constantly able to track our performance and ensure we continue to deliver for your brand. KML’s team has consistently delivered growth in sales and distribution for its portfolio of brands in a highly competitive and changing market.

Increased Sales

KML purchases Foodstuffs scan data for each product we represent, and monitors sales accordingly. The graph shows an example of our total scanned sales trends over the last few years which has grown 10% year on year for 5 years vs 5% for the Supermarket total basket.

MAT growth is very positive, with recent periods showing even stronger growth.

Adopting Joint Business Plans with key stores and negotiating positive ranging outcomes in Foodstuffs new commercial model has contributed greatly towards these positive results.

Total KML Foodstuffs Sales Growth Percentage over 18 months

13 Weeks

26 Weeks

12 Months

Better Distribution

KML uses our Nielsen scan data to measure and drive distribution improvement over our highest selling skus.

Consistent gains have been made over the last few years.

Specific store gap reports are created to identify the gaps, these are then workshopped with the Territory Manager and the Field Sales Manager before approaching the store to close.

Total KML Foodstuffs Distribution Growth over 18 months

Top 100

Top 50

How We Measure Success

How do we measure success?

Brand Owner satisfaction and feedback is a key measure for us.

We regularly survey our brand partners using an independent company to run an Net Promoter Score survey to ensure we are delivering what is important to them. We are proud of our achievements in improving customer satisfaction scores by 100 points in the past 5 years and our team is committed to seeing these scores climb further.

Brand Owner Score

KML is about constant improvement. We use an outside company to gain feedback from our Brand Owners to capture what they think of KML and how we can improve further.

Total KML Brand Owner rating score trend over 5 years

Employee Engagement

KML believes that the engine behind our success is our team of highly talented professional sales people. We believe if we hire the best and motivate them to a high level, great results will follow. We use an outside company to run an engagement survey to gain feedback from our employees to capture what they think and how our managers can improve. KML's engagement score is over 90% which is in the top 10% of New Zealand companies.

Total KML Employee Engagement Score trend over 5 years

What our Brand Owners Say

“Really awesome team, easy to communicate with. They know the core grocery market.”

“I’ve quite recently looked at the market and find them to be one of the best sales agencies around.”

“Fantastic account management service, dedication/ideas to turning (our) category performance around”

SELLING & Merchandising Agency NZ

KML provides a comprehensive selling service to all FMCG supermarket head offices and supermarkets in New Zealand