How do you ensure a consistent brand presence in hundreds of stores simultaneously, without burdening your internal organisation? For Croky, the answer was clear: a Dedicated Field Sales team that acts as an extension of their own commercial organisation. Brand knowledge, Retail experience and daily presence on the shop floor, combined in one integrated approach.
About Croky
Roger & Roger is a fast-growing Belgian producer of potato and maize snacks and has grown into one of the most important players on the European crisps market. In 2004, they added the Croky brand to their portfolio, today one of the most recognisable snack names in Belgium. With a wide range of crisps and snacks, Croky has a strong position in the Belgian Retail market, where shelf presence and brand visibility are crucial.
The challenge
Croky wanted to strengthen its presence in Belgian Retail with a consistent and professional brand representation. The goal: making products visible on a daily basis, activating orders efficiently and quickly seizing commercial opportunities in stores.
The core of the challenge: how do you scale brand representation without putting extra pressure on the internal organisation? The sales model needed to be both flexible and committed, combining in-depth brand knowledge with the agility to respond to what happens on the shop floor every day.
The approach
Sarawak Belux deployed a Dedicated Field Sales team of four representatives, who are active daily in various Retail chains. This team acts as an extension of Croky’s commercial organisation: from orders and shelf placement to promotions and visibility.
The team received an in-depth briefing on kick-off day about the brand and products, so that every store visit could be carried out professionally, purposefully and convincingly. Equipped with clear sales tools and merchandising materials, our team members visit stores, create visibility and take orders. The team meets every 6 weeks with Croky to review the past period and results, and to start the new period well with new goals and targets.
The four pillars of the approach:
- Full-time brand representation: the team works exclusively for Croky, ensuring brand and customer knowledge is deeply embedded in every store interaction.
- Store follow-up from A to Z: orders, placement, promotions and new actions are followed up completely and consistently.
- Flexibility and continuity: the team responds quickly to new opportunities, while regular coaching and reporting ensures quality.
- Transparent reporting: Croky has up-to-date insight into all activities via dashboards, including follow-up of promotions and orders.
The result
Through a Dedicated Field Sales approach, Croky is visible and present in stores every day. The team takes work off the hands of Croky and the retailer, ensures correct product placement and places orders for promotions. At the same time, professional and sustainable contact with the stores is maintained.
Conclusion
A Dedicated Field Sales team offers Croky focus, flexibility and continuity. By translating commercial objectives directly into concrete actions on the shop floor, this model strengthens brand visibility and increases turnover, without additional burden on the internal organisation.
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