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DALLAS -- At 7-Eleven Inc.'s 2004 Business Partner Conference, Nestle Waters North America Inc. was presented with the company's 2002 Retailer Initiative Award by James W. Keyes, president and CEO of 7-Eleven. Special honorees were The Foreign Candy Company Inc. and AT&T Wireless.
"Nestle Waters showed what tremendous sales opportunities exist when you constantly monitor sales and, more importantly, use that data to make changes in strategies and merchandising," said Robin Michel, vice president of merchandising for 7-Eleven. "The sales numbers tell the story."
Last year, 7-Eleven water vaults experienced better in-stocks and varieties tailored to meet consumers' buying habits, leading to double-digit sales growth for 7-Eleven and Nestle, according to the company. This was achieved using a dedicated supplier analyst who constantly monitored sales data and made adjustments to narrow their product mix, redesign packaging and introduce new products to maximize sales potential. As a result, sales of Nestle Waters' products outpaced the total water category at 7-Eleven, the company reported.
Tim Brown, vice president and general manager of Operations for Nestle Waters North America Inc., accepted the Retailer Initiative Award on behalf of the company.
"We are so very proud to receive this award from 7-Eleven," said Brown. "Keeping up with a world-class retailer like 7-Eleven is challenging, but well worth it. We strive to be flexible and have the performance to meet the high expectations set by 7- Eleven's Retailer Initiative concept."
Additionally, honorees including The Foreign Candy Company Inc., who improved inventory turns and created more shelf space by reducing pack count sizes on a number of items as well as pilot testing the "Kids Candy Center," at 7-Eleven to help attract the attention of young customers, the company reported. Additionally, the candy company developed the Rips Slurpee Candy Straw, designed exclusively for 7-Eleven ? which is currently the number one selling non-chocolate item in 7-Eleven stores.
The second honoree, AT&T Wireless, received honors for its exclusive products developed for 7-Eleven, including the Free2Go Wireless Holiday Gift Pack, and a Valentine's Day Free2 Go Gift Pack, free to customers after rebates.
"All three companies prove everyday that they are leaders in their respective categories and at 7-Eleven, and performed exceptionally well across all the criteria," Michel said. "Of course, the ultimate winner in any effective retailer-supplier relationship is the customer."
Nominated by the 7-Eleven headquarters' merchandising and operations teams, candidates were judged on business activities during 2002. The recipient of the award was decided by the 7-Eleven Awards Committee, comprised of five members of the senior management team. This is the second year 7-Eleven has presented the Retailer Initiative award. Anheuser-Busch Inc. was the first award recipient last year.