The modern market accounts for approximately 79% of the entire Czech market. Along with technological development, this branch of trade is not lagging behind.
Petr Nejedlý, CEO of the Czech company NAUT GROUP, who gained experience abroad at Hewlett-Packard or as a sales representative of Wrigley, explained how to stay on top of outsourcing in this area and which changes in service are inevitable.
Peter, how do you think the modern market, which is made up of foreign chains, is changing?
In recent years, for example, the competences of sales representatives have been significantly reduced. Agreements between suppliers and chains are being centralised. As the role of sales representatives has evolved, their sales visits are becoming cost inefficient. Companies are therefore looking for new ways to gather the data they need.
What all do suppliers consider to be a priority?
They consider access to quality information from the stores to be absolutely essential for controlling compliance with trade agreements, adjusting the product range, monitoring customer behaviour, market research and, last but not least, for further negotiations with chain headquarters. However, we must not forget that every client is unique and that the needs are related to this.
In the digital age, how do they get data if they don’t want to use sales reps, for example?
That’s what companies like NAUT GROUP are there for, to provide these services at a high level and in an innovative way. We need to move with the times, be proactive, and address the future with clients beyond the current state.
Can you give us an example of such an innovation? Is it even possible to tailor a service to each client?
It’s possible. We simply offer a variety of service options under one umbrella. I can use our Smart Check app as an example. The primary goal of the app is to optimize the cost of servicing the market without compromising the quality of execution at the store. Each of our clients simply selects a sample size of stores from the individual chains via the web interface, inputs the so-called listing and information on planned promotions according to the data required.
What then happens to this collected data?
With Smart Check, the relevant key account manager gets a complete set of reports on the quality of product execution, both out of stock report and headquarter promo and photo documentation. All this in online or XLSX/PDF formats. This way, managers have all the information they need at all times and we at NAUT are ready to immediately address critical areas that show poor data.
Do you think that similar tools are advocating changes to serve the modern market?
Rather, we offer solutions in industries that are constantly evolving and are also highly competitive. In our industry, it is also important to stay one step ahead. Our clients need to be confident that all data is accurate and we clearly know what we are doing. If we fall behind, changes in serving the modern market will not stop, they will happen, but without us. Our app is a logical solution to its new shape, where we are faced with limited competencies of sales reps, an increased share of discount stores, pressure to invest efficiently in servicing and less ability to influence the state of stores from below, so to speak.
And what real changes does the Smart Check app bring?
Compared to the way the market is served today? For example, in the use of so-called replenishers. Due to the constant pressure to reduce costs and wage increases, there is a continuous reduction in the frequency of visits and a reduction in so-called coverage, making this classic service inefficient. With Smart Check, we bring a solution that realistically has the same results, but at half the price.
Personally, I think that efficient spending is something that every good entrepreneur is interested in.
