Our Results
Supermarket Landscape
Foodstuffs is a New Zealand-owned and operated supermarket company that consists of two cooperatives, Foodstuffs North Island, which covers the North Island, and Foodstuffs South Island, which covers the South Island. Both operate the New World (140 stores) and Pak ‘n Save (58 stores) store brands. KML’s call coverage includes both a selling and merchandising call to the larger New World stores weekly and a selling call to most of the medium and smaller New World stores fortnightly. KML provides a selling call to most of the Pak n Save stores weekly and a merchandising call 3 times per week.
Woolworths New Zealand operates over 185 supermarkets across the country and employs around 20,000 people nationwide. KML calls on most of the Woolworths stores weekly and most of the rest fortnightly.
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 over 5% per year for the past 5 years versus 2-3% growth for the long term total Supermarket basket average.
MAT growth is very positive, with recent periods showing even stronger growth.
Adopting plans with key individual Foodstuffs stores and negotiating positive ranging/relay outcomes in these stores nationally.
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. KML has developed unique automated Foodstuffs store Core Range and Recommended Range sku gap reports for North Island stores for KML’s Territory Managers to easily identify ranging gaps and to quantify the potential sales for each sku at the individual Foodstuffs store level. Similar reports are available for Foodstuffs South Island stores showing A, B, C ranging gaps for Territory Managers to close.
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.
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.
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 close to 90% which is in the top 10% of New Zealand companies. KML believes a highly motivated and highly skilled team combined with a good sales plan is the key to achieving top results.
