The client’s objective was clear: increase market share, improve margin and reduce shrinkage in the fresh product sections, since they are the areas that most attract customers and benefit the rest of the sections.

To bring an innovative approach that is scalable for the group’s 361 shops and 25,000 employees. SONAE MC wanted to transform its culture and customer relations, with the aim of increasing sales, improving employee and customer satisfaction.

Design and implement a unique management model that enables management’s strategy to be translated quickly and effectively to the customer touch point, creating a competitive advantage that is difficult to imitate.

Key metrics focused on customer experience, loyalty, sales, share and margin.

The objective was to optimise the new channel strategy as much as possible, based on five ‘Must Win Battles’. Pepsico achieved 4 DTS (Direct to Store) market share points.

This success was achieved because of the hundreds of people who influence channel management with very diverse and closely interconnected roles: from the CEO to the delivery drivers.