We caught up with Frucor Suntory’s New Zealand Sales Director, Brad Erceg to get the lowdown on his top priorities for the year. Here’s what Brad had to say:
Consumer at the heart
Through our own insights team, and in collaboration with our retail partners, we now have an unprecedented depth of consumer, shopper and category insight. We have a real focus on ensuring this informs our approach to categories, and what we bring to market in terms of product, pricing and execution strategies. Depth of insight has never been greater in FMCG and, if leveraged in the right way, it’s fantastic for suppliers, retailers, shoppers and consumers alike. It will, and is, forcing a much greater discipline on what suppliers bring to market, and I think this is great! Our recent activity on the likes of Pepsi Max and NZ Natural sparkling have been great examples of us executing in the space where consumers want a better for you product, that is better for the environment, but don’t want to compromise on taste. Expect more in this space
Managing Supply Headwinds
One of the major felt impacts on our industry with has been the impact on supply lines, for both products and materials. As a business we have not been exempt from this and are working very hard internally and with our partners to improve supply lines both now and for the long term.
Creating better digital experiences
A huge focus for 2021 is to create a frictionless experience across our e-commerce and digital channels for both our own field team, and for our customers. The pace of change towards digital and user expectations are increasing rapidly, and its important we keep pace with this. We are working to remove barriers that prevent our customers from having a seamless experience across our digital channels. To achieve this, we’re working with data and insights to ensure our digital channels are cohesive and consistent, and provide customers with an incredible sales journey.
Supporting our people
As we navigate through these uncertain times, it’s hugely important to ensure our people continue to feel engaged, supported and get home safely every day. In particular, mental wellbeing is a big focus for our organisation, and for me personally, not least because of the upheaval of the past year. As an example, we are embarking on an enterprise wide ‘Get Moving in March’ initiative to boost fun, fitness and connection. Being active is definitely my own path to mental wellbeing. At the same time we continue to invest in online training and work practices to inspire our people to feed the magic of our business.