Find out how Lillo recovered 18% of its POS terminals

The Lillo brand belongs to the Baby Care division of Newell Brands, a leading consumer products company with a significant market presence in several countries, headquartered in North Atlanta, Georgia, United States.

In Brazil, the group represents the Lillo, Fiona, and NUK brands, which are well-established in their segment, offering products for babies, expectant mothers, and children. It utilizes two Neogrid solutions: EDI and indirect channel visibility, the latter used by sales and marketing teams to gain insights and implement actions to improve performance.

Challenge

The industry aimed to reduce the number of lost customers, defining lost customers as all retail outlets that sold out in 2021 but had not made new purchases in the first quarter of 2022. During a planning meeting, the idea arose to address this metric through the Neogrid Mission.

“We were already familiar with the purpose of the initiative, and the idea to participate came up when we were brainstorming initiatives that could boost our sales,” recalls Ana Lúcia Oliveira, Administrative Sales Manager at Lillo do Brasil.

Ana spoke with Neogrid Customer Success, and together they began structuring Missão Neogrid, an initiative that aims to rapidly boost client results by leveraging data to drive execution.

“The structuring phase was already really cool, starting with defining the metric and the duration. We thought three months would be the ideal period because winning back customers takes time; it’s hard work.” she explains.

Solution

On the day the Neogrid & Lillo Mission was launched, each sales representative was given a count of the customers they had lost. At the end of the three-month period, the two sales representatives who achieved the largest percentage reduction would be declared the winners. It was 90 days of intense work by the sales team to win back lost customers.

They used daily data from the tool, shared information with distributors, and identified which customers had stopped buying. The sales team visited retail locations to understand why customers hadn’t purchased and worked to win them back.

Lillo also incentivized participants through prizes. “The awards recognized employees who, in addition to doing their day-to-day work, engaged with the competition’s objectives,” she emphasizes.

According to Ana Lúcia, another key to success was that participants were familiar with the Neogrid solution, knew the metrics, and already knew how to extract the information. “It was essential to be familiar with the tool and have the support of CS Neogrid both for planning the initiative and for follow-up.”

Solução

Cada vendedor teve a quantidade de clientes perdidos apurada no dia do lançamento do Missão Neogrid & Lillo. Ao final dos três meses, os dois vendedores que conseguissem a maior redução percentual seriam os vencedores. Foram 90 dias de trabalho intenso do time comercial na busca da recuperação de clientes perdidos.

Usavam dados diários da ferramenta, levavam informação para os distribuidores, mostrando quem eram os clientes que haviam deixado de comprar. O time de vendas visitava o PDV, buscando entender por que que ele não havia comprado e trabalhava para ganhar o cliente de volta.

A Lillo também incentivou os participantes através de prêmios. “A premiação valorizou o colaborador que, além de estar fazendo o seu trabalho de dia a dia, se engajou na proposta da competição”, salienta.

Segunda Ana Lúcia, outro diferencial para o sucesso foi que os participantes conheciam a solução Neogrid, conheciam os indicadores, já sabiam extrair as informações. “Foi fundamental conhecer a ferramenta e contar com o suporte da CS Neogrid tanto para planejar a ação quanto no acompanhamento”.

Results

All that planning and dedication paid off. In three months, Lillo recovered 18% of its lost points of sale and increased sell-out compared to last year, peaking in May 2022. Sales representative João Adolar took first place, followed by Mariano Ramos, who came in second in the Neogrid & Lillo Challenge.

“It was very rewarding, not only because of the excitement and anticipation we built up over the past few weeks to find out who would be the champion, but also because of the result itself. We recovered 18% of lost customers—an excellent result. Furthermore, we understood the root cause: why had the customer stopped buying? And that information is incredibly valuable,” she celebrates.

The Lillo team is so pleased with the gains that they’re already thinking about new editions of the Mission, focusing on other metrics. “The initiative was extremely worthwhile, and we’ll continue to achieve even more results using the solution and with the support of Neogrid’s Customer Success team,” she concludes.