Distribution channel optimization and staff training for the retail sector
We focused on moving the products of Masurian Smokehouse beyond their own 3 sales points. In 12 weeks, we opened doors for them to stores they previously couldn't get a call through to.
The challenge
The company produced excellent cold cuts, but 83% of sales were generated by three small company-owned stalls near Olsztyn. Due to the lack of wider distribution, as much as 4.2% of goods were returned for disposal due to short expiration dates. Electricity and transport costs were growing 11.6% faster than profits, which threatened loss of liquidity before the end of the year.
Our approach
The Market Accelerator team spent 9 days on the road, visiting 34 potential pick-up points in the Warmian-Masurian Voivodeship. We selected 17 stores with the highest turnover potential and created a specific margin calculator for them. We eliminated empty slogans about traditional taste from the offers, replacing them with hard data on product rotation per linear meter of the counter.
The solution
We implemented a system for active acquisition of wholesale recipients and trained a salesperson in sales closing techniques. We created a sales visit standard that shortens conversation time with a store manager from 40 to 14 minutes. From idea to the first invoice in the new system, only 19 days passed.
Results
Masurian Smokehouse stopped relying only on its own points and started earning on scale in external stores.
Timeline
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October 2024Audit of production and logistics costs in the plant
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November 2024Verification of 34 commercial locations in the field
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December 2024Signing agreements with 14 contractors and first deliveries
"Instead of talking about marketing, Market Accelerator simply sent people to the stores and told them to sell. The margin counts, and it finally started adding up in our spreadsheets at the end of the month."