Distribution move is a success, says Crown Pet Foods
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Five months after taking distribution in-house, Crown Pet Foods claims that the move has been a huge success with sales and marketing director Andy Reed saying he was “very proud of what we’ve achieved."
The company said it was a huge step, involving significant effort and financial investment, not to save money but to create a better market for the trade.
There were some teething problems initially, but it was now working smoothly. Andy Reed said Crown's retail partners were seeing an increase in customers coming instore and specifically requesting Royal Canin and James Wellbeloved products they couldn't get elsewhere.
“We spent a lot of time listening to what customers were saying right from the beginning, and it was enormously helpful – we’ve included a lot of their comments and thoughts to make sure we get the service right, so I would like to thank everyone in the trade for that.”
Calls to Crown Pet Foods are now answered within 20 seconds on average, abandoned calls are lower than call centre industry standards, out of stocks are minimal, and the whole process is very smooth and fast. The company has invested in more staff training to increase knowledge and provide a better picking service in the warehouse, while the distribution set up, including Somerset firm Framptons and pet wholesalers Vital as well as Palletline and Parcelforce for small orders, is proving to be highly effective.
“This is just phase one,” says Andy “and the next step is to focus on adding even more value to the service we deliver our customers, making it easier for them to take advantage of everything we have to offer.”
Getting closer to customers and creating a stronger relationship was the original driving force behind the move into in-house distribution for Crown Pet Foods, and despite some initial concerned reactions Andy says that the customer base is as healthy as ever – and business is increasing because retailers know that they are getting great service as well as two great brands.
“Focussing on pet shops and quality, and offering great trading terms is key,” he said.
“When you combine our distribution set-up with Ambition for the Specialist Trade, our programme to drive more business for our retail partners, you get a package which really sets the foundations for a continued healthy future in the pet trade. And we are particularly proud of the fact that we have managed to keep so much of our distribution within the pet trade via our partners at Vital.”
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