Eroski – Fresh section

How we did it

By starting this project, we had already significantly increased the sales capacity of people in these sections.

The challenge was not only to improve a few categories, but to boost the entire section. To reduce shrinkage, we opted for a strategy that prioritized increasing sales. In addition, we promoted self-managed collaboration between nearby stores, so that each store could sell all the product while always keeping it fresh.

For the first time, the sections of the 100 stores, led by the ATC (Technical-Commercial Assistants, responsible for sales of each section in 5 or 10 areas), met online, something never before done on this scale. On a monthly basis, the ATCs, the purchasing team, and one or two representatives from each store participated in unprecedented collaboration dynamics between all participants.

During these sessions we apply our “Expansive Circle” methodology based on intelligence and collective action, which follows these three key steps:

1.Share Positive Deviations

In small groups, each store shared successful practices that had helped increase sales, improve margins and reduce shrink. This dynamic allowed knowledge to move from one store to another and helped raise goals.

2.Powerful Offers and Campaigns

The purchasing team presented a special offer or campaign. In small groups, the most effective practices were discussed and new ideas were generated to try. The most innovative ones were shared in plenary, promoting creativity and ambition.

3.Proposals to Generate Positive Deviation

Finally, each person chose what actions to propose to their section team, focused on achieving a significant improvement. Each store decided what to implement to approach the challenge, and thus be able to share successes in the next session to inspire everyone.