Key Account Management & Field Management
Our Key Account Managers represent several brands in different categories and, in doing so, manage to get sufficient attention for each of the brands.
Our Field Managers are active at shop level, where they implement the appropriate activities for each brand.
Key Account Management & Field Management
- The challenge
- Our approach
- Our solutions
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The Pietercil sales team operates locally in no less than 4 countries and therefore benefits from excellent market knowledge. Our Sales force keeps in close contact with all large distribution channels. They present the appropriate local plans to suit the needs of the brands and the target audience.
The general trend in retail is a reduction in the number of contact points on the supplier side. By grouping different brands, our key account managers are successful in claiming a seat at the negotiation table and securing sufficient visibility for each brand. In Belgium, Pietercil is among the top ten retail suppliers.
In order to increase local brand visibility or to launch a new product, it is essential to have good Field Management. We have experienced Field Managers in three countries, whose team of representatives conduct the appropriate activities at store level, taking into account the unique needs of brands and their target audiences.
We make use of our extensive network to achieve optimal results for our brands. We owe our large market presence to our thorough knowledge of regional and local market conditions, and to close relations with all large distribution channels. By covering the key categories, we can detect opportunities for sustainable growth and take advantage of these for all our partners.
Our large team of Key Account Managers develops strong commercial relations with retailers and seeks synergies for their brands. Each one is an expert in negotiation and relations, ensuring fast and strong brand integration on the market and brand growth. Thanks to its sub-divisions, Pietercil is able to serve a wide range of retail categories without losing its specialisation and focus.
Pietercil has two of its own Field teams in Belgium, each with their own specific business specialisation. We also have two extremely professional teams in the Netherlands and Luxembourg. Finally, we make use of an experienced outsourced Field team in France.
KEY ACCOUNT MANAGEMENT
- Relationship management:
Our Key Account Managers are very familiar with the specific nature, needs and opportunities of local retailers in the Benefralux. They are in a perfect position to take care of the relationship between brands and retailers. Furthermore, (with help from the Sales Assistants) they streamline the internal communication across the departments at Pietercil which support the brands: with marketing, ordering, invoicing or data management.
- Negotiations related to price and conditions:
Together with the Principal Managers, the Key Account Managers at Pietercil are responsible for brand profitability. We operate according to annual financial plans that are discussed in detail. Our Key Account Managers discuss the purchasing conditions with the various retailers and keep close track of the various brand margins, in line with what has been agreed.
- Promotional calendar:
Our Key Account Managers make appropriate agreements about how products are best supported with promotions: whether it's product placement in the shelves, publications in magazines or presentation in displays or on clip strips – and do so at exactly the right moment taking into account local execution thanks to the Field Team.
- Range recommendations:
Finally, our Key Account Managers add value when a brand wishes to extend its product range. Using the customer's Category Management or CRM data, and by combining data from social media, loyalty programmes and other sources with the most up-to-date analytical software, they make the required recommendations to give any product launch the best chance of success.
- Product launch:
Pietercil turns product launches into a success story. Launches that are discussed centrally are transferred with conviction to the shelf and shop floor, thanks to a focus on category management, customer experience and the information provided to shop staff.
- Brand visibility:
You need to know customers in order to win them and make them buy. We make brands a familiar sight on local markets, whether it's in store, on the street or online. It's quite a challenge to stand out these days, however, thanks to our knowledge of local markets we are sure to give brands a boost.
- Promo push:
Using targeted promotions, Pietercil will turn your product into the most attractive choice for local consumers. From a subtle boost to activities that can't be missed: our experts know exactly the right formula for sales/selling.
- Shelf optimisation:
In order to achieve sales objectives, products must be placed in exactly the right place in the shelves, supplied with the right information – and this is an art that our specialists master right down to the last detail. It's not easy to stand out these days, but, with hands-on shelf optimisation, Pietercil makes sure that every brand receives the attention it deserves. Moreover, not only do we plan the shelves, we also keep local stocks up-to-date, in close collaboration with the shopkeeper.
- Price monitoring:
Our Field teams know exactly what's happening on the local market. Therefore, they not only react quickly to changes, they also anticipate them, e.g. with price monitoring. It goes without saying that such efforts are always in close collaboration.
- Second placement:
The Field teams at Pietercil have all it takes to guide consumer behaviour, so that your brand can achieve the best possible sales results. For example, we make the very most of impulse buying by giving products a strategic place, close to complementary projects, with or without a promotion.