From compliance checking to category champions

The days of negotiating deals with individual store buyers are largely behind us.

With Foodstuffs' move to centralised purchasing, and similar shifts across New Zealand retail, the role of field sales has fundamentally changed. Today's challenge is making sure centrally negotiated agreements are executed perfectly, while finding the opportunities to grow your brand's presence on the shop floor.

We've evolved alongside that change. As a New Zealand-owned company based in Auckland, we've been operating for over ten years, growing with our customers through every market shift. Unlike CRM vendors from the US or Europe, with their one-size-fits-all products, we've been able to move quickly with our customers as New Zealand retail has transformed.

"Being local isn't just about geography – it's about truly understanding and responding to market changes. When centralised buying began reshaping retail relationships, we didn't just update our software. We reimagined it based on what our customers actually needed."

That responsiveness has built long-term partnerships. Tip Top Bread has relied on our platform through changing retail dynamics, and Wayne Miller at RB Health NZ says: "Insightful.Mobi helped us transform our team from order-takers into execution specialists who ensure every store delivers on our centrally negotiated plans."

Whether you've signed up to Foodstuffs terms or keep independent agreements, Sales IM and Merch IM help you get the most from those agreements while keeping the cost of execution down, in the field and in the back office.

First published in SuperMarket News, July 2025.