So, its been just over 4 weeks since I started my new role: I've had all my inductions, read all the key documents, gone to all the meetings, and got stuck into my projects and I think I've finally realised what it is that I do .... I'm a CSI - no not a Crime Scene Investigator, but the less well know (but equally important) counter part - a Confectionery Scene Investigator!
Being the Gill Grisom of the confectionery world is really challenging to begin with. We have a wealth of sales data, consumer opinions, reports, historical transactions and analysis that need to be critically assessed and understood, which is sort of like processing all the evidence at a crime scene. Once you begin to get to grips with what has happened, you are more able to draw conclusions on why it has happened. For example, if the sales of 'Cadbury Crunchie' in a retailer has increased by 400%, and it is merchandised in 50 locations in store, then we can see that secondary sittings of product can drive more people to buy into the category.
It is from deductions like this that we can learn how to get shoppers to behave differently - sort of like a crime prevention strategy. Although being a Confectionery Scene Investigator may somewhat lack the glamorous lifestyle that our counterparts in Las Vegas and MIAMI practice, it is certainly less dangerous!
Speaking of Las Vegas...
I have just come back from the National Association of Convenience Stores Annual Conference in sunny Las Vegas, where I presented my ACS Global Scholarship winning paper to over a hundred people from around the world. Everyone at Cadbury has been really supportive throughout the competition, and the week away at NACS was worth all the hard work it took to get there. It gave me a rare opportunity to meet some really key figures from across the Convenience Trade, as well as from our business both in the UK and globally.
Although I'm now back in the drizzling rain of the UK, although the wealth of learnings from my trip to Vegas still retain, my tan is somewhat failing to follow suit. Lesson: MOISTURISE or your tan will peel!!!!!
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