Today we speak with Bernabé Ortega, Planning & Commercial Control and Sales Administration Manager of Bergner’s sales team, to get first-hand insight into how we work with our clients and what sets us apart in the market.
Our work philosophy is based on partnership. We seek win-to-win relationships, focusing on clients’ needs and working hand in hand with them to design campaigns and operations that allow us to grow together and achieve their commercial success.
In addition, a key element is the constant support offered by our commercial team throughout the entire process, from preparation to campaign execution. Our clients especially value the professionalism and involvement of our team, with a satisfaction rating above 70% in the latest surveys.
More than talking about markets in general, we talk about each client. It is the client who tells us exactly what they need, because they already know how to adapt to the segment they want to cover.
For example, if a client wants a first-price campaign with a pressed aluminum product, we work on that and deliver the requested solution. If they want a more premium line, like a triply, electronics, etc., we also develop it to reach a higher-end positioning.
Each client has their own positioning: Lidl knows perfectly well what its market is and what it wants to cover; the same goes for the rest of the chains, Carrefour, Aldi, Alimerka, even regional supermarkets. Our strength lies in having collections prepared for all market segments, adapting our offers to what each client requests.
Promotions are developed through 360° solutions with the client. They indicate which type of product they want (kitchen scale, kettle, utensil, etc.), and from there we design the proposal together.
In this process, sourcing, marketing, collections, trade marketing, operations, and of course sales teams work alongside the client to ensure the solution truly meets their needs.
The end consumer is key in two ways:
On the one hand, in the requirements conveyed to us by each client (Carrefour, Dinosol, Aldi, etc.), since they are very clear about which consumer profile they want to reach.
On the other hand, in product quality: we work with the highest standards to ensure recognition, prestige, and trust in the market for our products and brands.
To this we add product marketing and brand building, which help reinforce that exposure so the end consumer can identify us as a reliable, high-quality product.
Unlike our competitors, we have a very broad portfolio and a strong ability to adapt our products to each client’s needs.
In addition, our differential advantage is 360° support, in which we accompany clients from the very start of the project to its implementation at the point of sale, including campaign design, category management proposals, displays, and implementation solutions, among others.
This service is highly valued by clients who have experienced it: 100% recognize it as an added value, and 68% rate it as “very good” in our satisfaction surveys.
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