Background
Russell Corporation is a subsidiary of Berkshire Hathaway with a wholesale focus on manufacture and distribution of the Sherrin and Spalding brand. The business was configured towards traditional sales methods based on a network of sales representatives and independent Agents who serviced a high volume of leisure and sporting retail stores and clubs. The product release program supported both pre-book and refill of set lines.
“There was a massive reliance on our sales team to be everywhere at once to drive our sales program”, said Nathan Collins, Sales Director “which impeded our efficiencies to launch quickly into the marketplace and pick up refill orders in between our team’s in-store visits. We also saw value time saving efficiencies that a B2B could bring to our team which would allow them to focus on other projects such as broadening distribution, working closer with major accounts and generally working on brand awareness and dollars per door”.
Solution
Implementation of Brandscope B2B platform into the Russell Corporation wholesale business with a complete integration into Microsoft Navision. The 2019 Spalding and Sherrin in-season catalogues were then uploaded and digital flyers distributed to Retail partners to advise how to use the system to view and purchase. Sales teams were then workshopped on best practices and the system officially launched.
“We were all very committed to getting behind the tool and supporting our sales team as much as possible in the transition”, recalls Nathan, “and Brandscope were very thorough in their support mechanisms. It was obvious that the training team had comprehensive knowledge of the mechanics of the wholesale sales process and garnered support from our team quickly.”
Outcome
The sales team gradually embraced the power of the platform and took more control of the pre-book ordering process by constructing multi-month assortments resulting in deeper and broader commitments. Retailers also engaged gradually and started collaborating with their sales representatives with both pre-book and refill ordering, becoming more independent and taking greater control of their own ranging. Retailer feedback suggested that “shopping on their own terms” resulted in more experimental buying and aggressive replenishment on key selling styles. It also led to greater commitment with clearance given the ease of viewing and ordering.
“There was a real surge of engagement in the brands once retailers started using the tool,” said Nathan. “Giving our partners more control over their ordering process and greater access to accurate information really took their confidence in the Russell Corporation to another level. It was the same for our sales team who suddenly had more time to focus on the business as opposed to constantly being in the business and channel their energies into areas that provided the greatest return. They also had access to live information and could quickly communicate opportunities to many Retailers quickly. It’s been a great move for the business as a whole, which is very mature, and will set us up for a push into New Zealand providing internal efficiencies and growing sales.”
Testimonial
“Engaging with Brandscope was like turning a light on in a dark warehouse. Our sales team and retail partners suddenly had a level of inventory visibility that immediately converted to increased sales. We also saw a much higher level of collaboration between them due to the platforms shared order creation functionality which completely busted the myth that digital B2B inhibits personal relationships. If anything, it fostered commercial relationships.”
