Unilever 2012 Annual Report Download - page 22

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Unilever Annual Report and Accounts 2012 Report of the Directors About Unilever
ABOUT UNILEVER GOVERNANCE FINANCIAL STATEMENTS SHAREHOLDER INFORMATION
For the last three years, we have worked
on ‘A Better Future Begins at Home’,
a joint shopper programme with retailer
Tesco, to encourage sustainable behaviour.
It combines advice with promotions
around our brands, all carrying a strong
sustainability message. By rewarding
shoppers for making more sustainable
choices, it is educating them in how small
actions can make a big difference both
to the environment and to their wallet.
So far the programme has been
implemented in nine markets from the
UK to China. As well as growing our sales,
it has delivered benefits ranging from
consumers recycling more to people
planting trees in the local community.
Takng care of our customers
We believe that customer satisfaction
is the single most important measure of
success for us in this area. And customers
are more satisfied with us than ever.
In 2012, Unilever was named supplier
of the year in the drug store channel,
in Boots and Superdrug (UK), Rite Aid (US),
Shoppers DrugMart (Canada) and
Farmacias Benavides (Mexico). Meanwhile,
in emerging markets in Asia, Africa and
the Middle East, we were rated the number
one supplier in seven markets. In Brazil and
Argentina, our most important markets in
Latin America, we are frequently evaluated
in the top three, while in the UK Unilever
was named supplier of the year by almost
all our customers.
Fast, flawless executon
Fast, flawless executon
As well as working with our customers on
joint initiatives, we are also working with
them to help drive sales of our products
through our ‘Perfect Stores’ programme.
This is a repeatable model which ensures
the right products are available in stores
and are marketed clearly to shoppers.
Pilot studies in India and Argentina show
that outlets enrolled for the ‘Perfect
Stores’ programme grow on average
4% more than other outlets.
In 2012, we supported the development
of another 2 million ‘Perfect Stores’ and
extended our programme to more than
30 new markets. This means that at the
end of 2012 we had 5 million ‘Perfect
Stores’ in 75 markets – and we aim to
have 20 million. Next, we will roll out
the next generation of the programme,
‘Perfect Store 2.0’, aimed at improving
the way we market our brands to
shoppers, improving shelf stand-out
and ensuring we give shoppers more
reasons to choose our brands in-store.
Improvng the retal experence
Meanwhile, we’re helping our customers
improve the retail experience in ‘Perfect
Stores’ using hand-held technology
and the power of analytics, suggesting
salesmen for store-specific orders and
promotions, plus tips on displays. We
also empowered thousands of our Shakti
entrepreneurs with mobile phones to book
sales orders. We will continue to innovate
and grow sustainably with our customers,
whether they’re a small-scale distributor
in rural India or a global retailer.
11%
growth through drug stores
Rated
No 1
supplier across seven markets in Asia,
Africa and the Middle East
RININ THE
SALES IN INDIA
Almost 80,000 entrepreneurs, including
48,000 women, in over 135,000 villages across
India have now joined our rural selling operation,
Shakti. We improved the programme in 2012 by
part funding mobile phones for a number of
these sales people, equipping them with a simple
application to drive sales. This low cost but very
effective mobile technology helps them sell the
right products, saving time during sales calls
while increasing sales and earnings. Shakti is
just one example of the progress we are making
towards our USLP goal of improving the
livelihoods of people across our value chain.
More at wwwunlevercom/sustanable-lvng
Unlever Annual Report and Accounts 2012