Field Sales Agency

Field sales representation means having experienced sales professionals visit retail stores and supermarkets in person to promote your products, secure shelf space, and grow sales performance. It’s essential in NZ’s competitive FMCG market to maintain strong retailer relationships and ensure execution at store level.

KML has one of the largest field sales teams in New Zealand, with over 80 dedicated territory managers, sales representatives and ,erchandisers covering major supermarkets nationally. They visit stores regularly to increase distribution and ensure your products are visible and selling well.

KML’s field sales team calls on major supermarket groups across NZ, including Foodstuffs brands like New World and PAK’nSAVE, as well as Woolworths stores and other key grocery outlets, ensuring broad coverage and consistent engagement.

Field reps engage with store buyers and staff to secure distribution, manage displays, check compliance, promote new products, book shelf space and report market feedback. Their work helps maximise stock availability and category performance.

KML tracks all interactions against measurable KPIs such as distribution gains, display execution, in-store compliance and sales trends using advanced reporting systems, giving brands data-driven insights into performance.

Yes. KML’s field sales team works with supermarket buyers and store managers to present your products, negotiate prime shelf positioning and organise in-store displays that improve visibility and sales potential.

Consistent store visits build rapport with retailers, keep your products top-of-mind, ensure correct merchandising and capture real-time market intelligence, critical for sustained growth in NZ’s dynamic FMCG environment.

Field sales focuses on selling activities, negotiation and distribution growth, while merchandising ensures correct stock levels, pricing and shelf presentation. Both are connected, but field sales drives the commercial relationship and retailers’ decisions.

Visit frequency varies by store and brand strategy, but key supermarkets can be visited weekly or more to maintain visibility, manage promotions and sustain performance improvements.

KML combines field sales with advanced reporting and account insights, giving you up-to-date distribution data, market trends and performance feedback, enabling smarter decisions and better returns for your FMCG brand.