Imperial engages 1 million shoppers on Rhodes Foods Group brands
An exceptional 5.3% return on investment and the conversion of some 350 000 shoppers to its brands are some of the benefits that leading South African food producer Rhodes Food Group (RFG) has reaped since partnering with Peak Instore.
The brand consulting division of Imperial Logistics Group Company; Imperial Retail Solutions started working with RFG on a six-month trial basis in 2014, with just 10 brand education specialists. Peak General Manager Candice Meerholz expands: “Our objective was to understand the opportunity within the long life foods categories. Within three months, we had our answer and Peak rolled out a permanent solution for RFG, expanding initially from 10 to 20 brand specialists, and then to the 30 that we have currently. They are based in certain outlets around Gauteng and KwaZulu-Natal, and are achieving remarkable results, with a 34% conversion rate. Their focus is educating and selling the benefits of RFG branded stable of products.”
Meerholz also reveals that the team engaged with over a million shoppers in 2015. “The data and insights that we have been able to feedback to our client are invaluable.”
The RFG dedicated Peak Instore brand specialists stand out in-store in branded chef’s jackets. “Our dedicated model is the differentiator that have contributed to our outstanding conversion rate and return on investment for RFG,” Meerholz states. “What sets our people apart is their commitment to building brand equity and loyalty. They live their brands, they understand the value of brand education and they speak the language the shopper understands. Peak Instore are committed to building lasting partnerships with their clients like RFG,” she concludes.
Rhodes Food Group is a well-established South African food producer and ranks among the top listed food companies on the Johannesburg Stock Exchange. Known for its high quality canned foods, beverages and meal solutions across fresh, frozen and long-life formats, Rhodes Food Group operates out of world-class manufacturing facilities and consistently delivers the highest quality product, with the highest food safety standards. Its growing portfolio of market leading brands, including its flagship Rhodes brand and the iconic Bull Brand, is complemented by premium private label product ranges produced for selected domestic and international customers.