Rethinking customer relationships

How to define the new positioning of Monchoix?

Our way of considering customer relations goes beyond the usual missions of the salesperson. Today, we can no longer, and we no longer want to, be only 'order-placers'. Especially since our customers, particularly with the internet, now have other ways of placing orders. We favor discussion in order to assess the real needs of each customer, understand why a product works or does not work, and implement suitable solutions. Our
objective is to be business accelerators.

So the company puts its market expertise at the service of its customers?

Indeed. And it’s a win-win relationship. It’s the “Mychoice touch”, our way of standing out. Of course, we also have a growth objective for our own business. But we assume that our client’s success will have repercussions on ours. If they increase their sales, then we
Also.

How does this impact the sales profession?

During our store visits, the discussion will no longer only be about the order, but will focus on the needs of the retailer. The idea is to be able to know our customers well enough to give them the best advice in terms of ranges to develop, store layout, etc. In fact, without this customer relationship, the interest in the profession is very limited.

Do you already have any concrete solutions to propose?

We have redesigned the order taking method. Until now, customers were used to placing an implementation order and gradually restocking during the season. This solution represents a risk for the customer since knowing their precise restocking needs is not always easy once the tourist season has started, when the store is busy. It also means taking the risk of not having the best-selling products at the time of year when the customer needs them most. For several years, we have implemented
a new system: we recommend making an initial annual forecast order estimated on the basis of the previous year's sales. This estimate is made from the customers' inventory and our own order history. We analyze the collections and their exit rate. We estimate with each customer the quantities that can be scheduled over several
deliveries throughout the year. This secures restocking and avoids losing sales in high season.

What are the advantages of this organization?

Flexibility. As the entire order is not delivered at once,
adjustments are possible. We regularly take stock with the merchant. If it turns out that the product ordered works less well than another, we can deliver another product. This reduces the risks on both sides. For Monchoix, this system guarantees better visibility in the long term, better order tracking and greater responsiveness in the event of a one-off or last-minute order. For the customer, it is the assurance of being delivered on time, of securing their purchases, of making sales profitable and of avoiding overstocking at the end of the year.

Is everyone concerned?

No. We are aware that this solution is not necessarily suitable for everyone.
businesses. Our new positioning now allows us to offer tailor-made support to all our customers.

Magalogue n°01 - 2017