Standardization and scaling of merchandising processes
Client
Reckitt (formerly Reckitt Benckiser) is a global FMCG company operating in more than 190 countries, with a portfolio of leading brands in the health, hygiene and home care segments. Its portfolio includes Durex, Nurofen, Strepsils, Finish, Vanish, Dettol, Lysol, as well as specialty and pharmacy brands, among others. Reckitt's products reach millions of households around the world every day.
In Poland, Reckitt operates as a strong, well-established organization with a focus on ensuring the availability, visibility and display consistency of its products in various distribution channels. A key role in the company's strategy is played by execution at the point of sale - particularly in the petrol and traditional channels, where proper implementation of display standards directly affects the achievement of market goals and market share.
Cooperation with field partners plays a strategic role in Reckitt's operational model. The decision to engage OEX Cursor was part of a long-term strategy to build a consistent, measurable and effective distribution and merchandising management system.
Challenge
When the partnership began in 2017, Reckitt was looking for a partner that would not only execute field assignments, but also implement operational standards, improve the quality of task execution, and provide consistent and reliable reporting data from the field.
Major challenges:
Lack of uniform display rules in the petrol channel - discrepancies in planograms and product visibility.
Poor quality of photo documentation and lack of systematic reporting from points.
Lack of translation of field activities into business KPIs (distribution, market share).
Unsatisfactory responsiveness of the previous operator's field teams.
Our goal was:
- Implement defined exposure and execution standards (especially for Durex and OTC products).
- Build a stable and accountable team of field representatives.
- Full transparency of data - both qualitative and quantitative.
- Operational flexibility - readiness for ad hoc operations and response to seasonal needs.
- Ability to scale the model to the traditional market and promotional activities in the modern channel.
Solution
To meet Reckitt's challenges and high expectations, it was necessary to implement a model that would combine standardization of processes, flexibility of operations and full transparency of data. The client expected not only field service, but above all a systemic approach to merchandising and sales that would allow for repeatable results, easy scaling and reliable reporting. That's why we designed an integrated operating model from scratch, combining sales, merchandising and promotional activities within a single, cohesive structure.
Key pillars of the solution included:
01
Operational structure
- A team of field representatives - in the petrol channel a shared team, in the traditional market - dedicated salespeople (5-6 people nationwide).
- Central customer and reporting team - responsible for oversight, data analysis and operational planning.
- Remuneration system based on KPIs - part of remuneration dependent on meeting distribution and execution targets
02
Operational scope
- Servicing 3755 gas stations (Orlen, Shell, BP, MOL, Moya, Circle K) - visits every 2 months on average.
- Top 500 points visited every month.
- Support for more than 1,000 PSDs in the traditional market (OTC/Durex/Finish/Vanish).
- Promotional campaigns (stands, ties, displays) in chains such as Kaufland, Carrefour, Netto, Intermarché.
03
Standards and tools
- Display rules developed for each category - with planograms and merchandising instructions.
- MerchMobiler system - field reporting, photos, quantity data.
- Power BI - an analytical tool for processing, aggregating and visualizing data.
Results of cooperation
The results of the implemented model confirmed that consistent processes, a strong team and modern reporting tools realistically translate into sales results. Together with Reckitt, we achieved results that exceeded our business goals and allowed us to further scale the project in additional channels.
Measurable results of our activities:
Average distribution of Durex SKUs at 87%.
against a target of 84%.
Significant increase in product availability and quality of exposure
85% distribution of OTC (Nurofen, Strepsils), taking into account seasonality
98% - effectiveness of promotional implementations at points
Execution of displays, POS materials.
Scale of project increased more than 4 times since launch
Business value:
The project provided Kompania Piwowarska with additional benefits beyond its original intent:
- Standardize enforcement processes nationwide.
- Reduce the cost of display errors and increase the effectiveness of promotional activities.
- Shelf share growth monitored based on Nielsen data.
- Expanding the scope of cooperation - the client also entrusted OEX Cursor with activities in the traditional market and special actions in modern retail formats.
- Long-term partnership - a model of cooperation constantly developed and adapted to changing market realities.
