Wickland Westcott

Londis - Improving Retail Sales Performance

Founded in Cork in 1876, Musgrave is prominent in the Irish Independent's list of Best Companies to Work For. Describing itself as 'partner to entrepreneurial food retailers and food service professionals' it is best known in the UK through its Londis and Budgens brands. With a core staff of 5,500, the Musgrave business operations reach over 3,400 stores and forging constructive relationships with their network of partners is essential to their business model.

The vital link

In the Londis Trading Division, the Retail Sales Managers (RSMs) provide a vital link with shopkeepers. Traditionally, the sales role has primarily involved ensuring product supply and member compliance. But new Sales Director, Steve Lucas was keen to transform this relationship, to create a genuine business partnership based on shared understanding and tangible added-value from the RSM. This would demand first-rate interpersonal and consultancy skills from the retail sales team, and he asked Wickland Westcott to help engineer this change. The solution was a two-day Development Centre, an in-depth event designed to measure existing competency levels, and provide clear guidance on strengths and development areas in relation to the new way of working. Day one of the event saw each RSM engage in a series of exciting exercises - tailor made to reflect the Londis environment - where they grappled with challenging situations role-played by professional actors. On day two they received detailed face-to-face and written feedback about how they had performed, and participated in a workshop on the characteristics of their own personality. Then there was an opportunity for personal reflection - a chance to think about what they might do to further develop their skills, and what help they might require.

Ensuring follow-through

Following the Development Centres, each participant met with their line manager to share the results, identify development priorities, and agree the support they required from the organisation. The Development Centre events were timed to tie-in with the annual appraisal cycle so as to dovetail with existing HR systems and processes, ensuring learning from the centre was embedded and reinforced. Feedback from the RSMs, and their line managers who acted as observers on the event, has been unanimously positive, indeed the events were described variously as "career defining" and "invaluable".

Sales Director, Steve Lucas concluded:

"The specific analysis that we have as a result of these events will form a crucial part of the on-going development of our teams for many years to come. Importantly all members of the Londis Sales team now have a very clear understanding of the objectives, skills and behaviours required and expected in their roles moving forwards. Wickland Westcott Consultants demonstrated huge credibility which was clearly evident from the initial meeting, and indeed throughout the entire programme during all of its respective phases from planning to execution."