Landmark Wholesale improves core range distribution with Insight Offsite

Date: 3/11/2011

Landmark Wholesale is working with Insight Offsite, provider of consultancy services and products to the wholesale industry, on a targeted marketing campaign that is helping the wholesaler increase the distribution and penetration of its big selling products within independent retailers and caterers.

The ‘On Target’ campaign is based on sales data provided by SalesOut and interpreted by Insight Offsite – an analysis which has given Landmark evidential data of where the gaps are in the distribution. Using this analysis, Insight Offsite and Landmark have developed On Target to promote those products to customers who previously have not stocked them.

Chris Doyle, Business Development Director for Landmark Wholesale, explains, “The analysis carried out by Insight Offsite of our sales data, showed the detail behind the headline that which we already knew – which was that our penetration was only just over 50%. Critically, though, we were also able to see exactly which products were being stocked where and consequently where logical gaps existed.”

Insight Offsite has helped Landmark Wholesale hone On Target as a pull-promotional, targeted direct mail campaign where individual retailers are offered specific money-off promotions when they purchase products in Landmark depots that they previously had not purchased.

Doyle adds, “The campaign has got the complete buy-in from our partnership suppliers as these sales are all upside business. On Target furthermore meets the suppliers’ four main requirements from any campaign, which are that it is targeted, it pulls in customers, it fills  distribution gaps and is totally measurable. From our customers’ perspective, they are being offered promotions on products that they really should be stocking anyway. It really is a win-win situation.

Charlie Heerey, Customer Development Manager, Cash & Carry Wholesale at Britvic Soft Drinks Limited, adds, “Britvic has been keen to be involved in On Target since it was first launched because we believe that it is a strong promotional vehicle. Landmark is taking a focussed and tactical approach to improving core range distribution and growing sales.  The advantage for us is that it is measurable – we know how many customers are being targeted and we know how many have responded, in the long term we will also be able to understand how many customers go on to repeat purchase.”

Doyle continues, “Fortunately for Landmark, using data in such a targeted way is something that the wholesale industry is only just waking up to.”

On Target has been running since March 2011 and will continue to run indefinitely as part of Landmark’s business development strategy to work as closely as possible with partnership suppliers and its industry retail and caterer customers. Doyle adds, “I am not prepared to divulge any more detail as I don’t want to give away our edge over our competitors. All I will say is that it works!”

ENDS