Sales insight drives marketing for Müller

Müller has adopted a new sales insight service to focus its resources into the independent grocery retail sector. Using SalesOut, a web-based portal of sales data from wholesale and catering outlets, the company has been able to monitor its performance across the Nisa chain.

SalesOut is providing customer and performance insight across the entire Müller product range to identify gaps in distribution to Nisa customers, allowing it to see sales opportunities. The service automatically identifies and quantifies the potential sales uplift from any independent store for any given product.

Ross Davison, Nisa account manager at Mϋller, says: “SalesOut has become an indispensable tool for the Nisa account manager, whose role it is to maximise sales across the Nisa customer base. Without SalesOut, we would have no visibility of our products or the category, or indeed their performance, across thousands of stores making it extremely difficult to see where the biggest sales opportunities lie.”

Davison continues: “SalesOut has given us the ability to focus our sales and marketing resources on the stores that are most likely to deliver a return on investment. We recently deployed a national sales force to increase orders in the independent sector and SalesOut enabled us to target customers that were underperforming and most likely to increase sales, making the exercise as efficient as possible. A small team that works on this part of the business, but we have become a lot more efficient and are adding a lot more value to the business through cost effective sales.”

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