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Technology helps pitch FMCGs to retailers
GETTING a product onto shelf in a retail store might become easier for fast-moving consumer goods (FMCG) suppliers with the development of a new online tool RANGEme, developed by a former Kellogg’s marketeer.
RANGEme is designed to make it more efficient to pitch consumer products to retail buyers across multiple retail channels such as grocery, pharmacies and convenience stores.
The system has been developed by 33-year-old marketing executive Nicky Jackson, who worked at Kellogg’s and Goodman Fielder, to allow suppliers to fill out only one product proposal and pitch it to hundreds of retail buyers relevant to their targeted channel and category.
The system, using an internet based portal, integrates key supplier information that buyers need into one form which is then is submitted in an instant to buyers across Australia.
Mrs Jackson said that meant no more pitching the same information over and over again to buyers “or the hassle of having to travel across Australia to find out that a buyer is not interested in your product”.
Mrs Jackson came up with the idea in the wake of her own issues and annoyance with the process when seeking to develop a range of baby skincare products. She decided to do something about it.
Mrs Jackson, believes the RANGEme platform will help revolutionise the outdated category review process.
“RANGEme is for savvy suppliers and buyers,” she said. “Some have already likened it to online dating for products. Suppliers load up products and buyers let them know if they’re interested. It’s that simple.”
Jamal Gebara, founder of City Convenience Stores which operates 180 stores in Sydney and Melbourne said, “We are open to viewing new and exciting products from local and international suppliers. We are excited to partner with RANGEme to facilitate this process.”
Sharon Thurin, director at Slim Secrets Snacks said, “I’m excited about using RANGEme to increase distribution in emerging sales channels such as convenience and food service. What a great idea.”
RANGEme is set up as a network of buyers and suppliers working together to deliver the best products for consumers, Mrs Jackson said.
“The online platform saves category buyers time, maximises efficiency and reliability for supplier proposals and increases the chances of getting products ranged sooner. This is all achieved by streamlining and condensing the time-consuming ranging process of the past.”
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