How Döhler Met Target Retail Groups

How Döhler Met Target Retail Groups



Natural Food & Beverages Ingredients


The Challenge

In 2019, Döhler’s goal was to strengthen their presence around the world and supply to more customers, all while maintaining their excellent level of customer service. Döhler was specifically seeking out new international retail chains, as well as private label or brand suppliers that value natural ingredients. However, this is no easy task. As many suppliers, Döhler was running into challenges of finding the right person to contact in a company and getting in contact with the decision-maker.

Learn more about Döhler here.

The Strategy

Döhler took on a multi-angle approach and sought out their expansion through numerous channels. One key direction they took was to partner with Wabel, a company that puts suppliers in contact with head buyers of international retail groups. Here is the plan they put in place together:

Identify target prospects

Wabel took on the responsibility of finding ideal retail groups for Döhler. Out of the hundreds of buyers in the Wabel community, Wabel was able to narrow down the best-fit groups for Döhler based on their needs. Wabel ended up identifying 10 groups for Döhler, which included retailers in Döhler’s target locations, retailers that had good values, and best of all, retailers that had already expressed interest in natural products.

Set up a meeting with the decision-maker

Next, Wabel arranged times for Döhler to be able to meet with the head buyers and decision-makers of these retailers at one-on-one, 30-minute meetings. Wabel was able to schedule Döhler meetings with all of their 10 targeted groups within 2 days at the upcoming Wabel Grocery, Sweets & Confectionery Summit.

Let decision-makers try Döhler products for themselves

On November 12th & 13th, Döhler then met with their target groups including Jeronimo Martins, Tesco, Sonae, and many others. The retail buyers saw and tasted Döhler’s natural products and ingredients for themselves. At the summit, they also set up a stand to display their products to the other attending buyers and suppliers.

“The Wabel Summits provide a great atmosphere to be able to build a relationship with large retail groups and private label or brand manufacturers as well. The way they are set up makes our conversations more personal and more effective for everyone.”

Oliver Hoffmann, Döhler Head of Marketing Retail & e-Commerce

Results & Future Plans

Today, two months after the Summit, Döhler is seeing very positive results. The 30-minute meetings gave Döhler solid new relational foundations with their prospects which made it easier to follow up with them after the summit. Döhler is currently in the process of developing new products and/or working on reformulations of existing products with a strong focus on more natural, healthier and clean label solutions together with some of the targeted retailers and manufacturers.
Döhler will continue their search for potential retailers and manufacturers, and will be attending this year’s Dairy & Frozen Summit on September 21st & 22nd, 2020, the Food Brands Summit on September 23rd & 24th, the Drink Brands Summit on 24th & 25th, 2020, the Savoury Grocery, Sweet & Confectionary Summits on November 3rd & 4th, 2020 and also the Drinks, Wine & Spirits Summits on Nov. 5th & 6th, 2020.

“This is our 2nd year to attend the Wabel Grocery Summit, and we’re really happy with the retailers Wabel has matched us with. The quality of the contacts have been very good. The people we meet here are the main people we need to work with on new product developments or product optimizations.”

Nargis Boumahdi – Marketing Manager Retail & e-Commerce

If you are a buyer interested in suppliers like Döhler, contact us to see all the advantages that come with being a buyer in the Wabel Community. If you are a supplier and would like to meet buyers in our community, contact us about our upcoming summits.

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