Marketing: Our Unique Approach

In 2007, Dextra´s marketing team developed a Mission Statement to communicate, both internally & externally, how we can add value and a genuine point of difference in the market place. Our mission statement is:

"To deliver strategy & tactics, based on a great understanding of our market & consumers, that generates profitable growth ."

We do this by adopting a ´who, what, how´ approach:

´Who the consumer/shopper is will determine what product/proposition we develop
and how it is executed´

This ensures that the consumer is at the core of everything we do and the Dextra marketing team positions itself as more than just a "POS" provider.

The Insight Programme was a significant investment of over £100,000 for Dextra in 2007... we will continue this through 2008.

Underpinning this approach is the new ‘Dextra Solutions Insight Programme’ which we have developed in partnership with GfK to give the latest market and consumer insights to our customers. It is used across all product groups and all channels in our business;

The insight programme allows Dextra to deliver the following to our customers:

An un-biased, true category management approach.
Identification of under & over-trades.
Range footprint mapping.
Cross-reference to customer/manufacturer/network roadmaps.
The best, most innovative POS, display & packaging solutions.
Dextra significantly invested in market & consumer data in 2007. To maximise the effectiveness of our Insight programme, we have split into two platforms: market understanding and consumer/shopper experience.

Results

The Insight Programme was a significant investment of over £100,000 for Dextra in 2007, which we will continue into 2008.

1. Accessories range in a National Grocer.

Accessories sales increased by c. 18% in value;
Accessories sales increased by 16,500 units versus the sale period in 2006 (the category was in MAT volume decline)

Feedback from Customer:

"Sales figures for the first weeks of the new accessories range are very encouraging, and the new range looks great in store. Overall a huge improvement and it looks like our customers like it! I just wanted to say a big thank you to all of those involved for your hard work."

Customer Category Buyer.

2. Prepay range in national grocer:

New product range introduced by Dextra.
Sales increased 100% overnight.
Introduced new accessories range and won off-fixture/gondola end space for the accessories category.

3. Accessories in a national specialist:

New product range introduced.
Sales increased 7% vs Q2 06 (market declined by 8%)

4. New fashion range in national retailer:

New Product range introduced.
Sales up 190% v’s old range.

Customer Feedback

"Thank you (Dextra) for a highly professional and thorough presentation. I´m looking forward to running the Insight mapping across our estate and closing in on a suitable range that will be successful in store"
(Head of Accessories Buying; Multiple Specialist, Q4 2007)

"20:20 Group is changing…for the right reasons, for the benefit of dealers. 20:20 Group is saying ‘welcome to the 21st century’, and it’s good to see that it’s listening to dealers"
(Co-Director; large independent; quoted in Mobile News, Q3 2007)

"The displays created by Dextra have been the best I have ever seen… stores have actually contacted us at Head Office to feedback their praise… that never normally happens!"
(Non-food Buying Controller; National Grocer, Q3 2007)

"In all the years I have been here, you (20:20 Group) are the first distributor to bring consumer insight & a segmentation model to us… we will get together a full session with our insight team to develop this"
(Head of Distributor Sales; Major Network, Q2 2007)