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Catching Elephant is a theme by Andy Taylor
Thinking outside the big box
Marketing firm REL knows the potential of the convenience sector. And CEO David Norbury is working hard to convince manufacturers. Chris Rolfe reports
David Norbury knows the convenience sector is thriving. His challenge is to persuade some major manufacturers to break free from their supermarket comfort zones and invest in it.
As chief executive officer of field marketing company REL, Mr Norbury’s belief in the convenience market is based on hard facts. It has a database of more than 30,000 independent retailers from which to analyse sales patterns and promotions and map customer spending. The company also lists clients such as Red Bull, Ferrero, Camelot, Kellogg’s and Campina on its books and cites IGD’s findings that the convenience sector grew 6.1% in 2009.
“Convenience is going through a renaissance after years of squeeze. It’s coming together because of a number of significant trends, such as the pressure on brands by the multiples,” he says.
