Wall-to-Wall, a unique way Kraft sales reps work with retailers, has helped boost sales. With the Wall-to-Wall program, Kraft sales reps can be at the store everyday and is responsible for almost the entire portfolio of Kraft products. Kraft sales reps make sure shelves are stocked with Kraft products, and work with store manager to promote specific products. Kraft uses this model in more than 15,000 stores and sales as these Wall-to-Wall stores showed an additional 1 percentage point increase in the year ended April 30 compared to stores where this program was not in place.
Will Other Brands Adapt A Similar Strategy?
They should. If a brand does not have the scale and man power to do what Kraft is doing, then they should hire a third party.
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