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Toupargel, leader in home delivery of frozen foods in France
Toupargel is the leader in home delivery of frozen foods in France, a market estimated at €1 billion. The company offers its customers a full range of services, from a selection of the finest products to delivery to individual homes, in completely safe conditions, 72 hours after the order is received by telephone. Other services include advice and order tracking.
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Toupargel made a strategic choice to rely exclusively on internal resources. Thus it can control all its business processes, from telemarketing to delivery |
No. 1 in France, no.3 in Europe 1,200,000 customers €331.5M in net sales
3,351 employees 1,100 product SKUs 33 % market share
7million orders taken every year
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Customised phone calls: a loyalty bonding tool
950 telesales agents based at 34 telesales call centres contact 1,350,000 customers 15 times a year in order to record their sales orders. They systematically suggest attractive, targeted, adapted commercial offers during these calls using a suitable IT tool in order to stimulate sales and promote loyalty bonding.
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An extensive quality frozen food product offering
Nearly 1,000 products from appetisers to desserts, with ready to serve and microwavable products such as prepared dishes, are promoted in the catalogue sent or handed over to all customers at each delivery. This broad product range includes both national and regional Distributor Brand products, as well as those from the Toupargel brand.
The offer is built around four key values: quality, practicality, originality, and competitiveness.
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Customised sales order preparation at four dedicated platforms
In 2010, four platforms dedicated to the "Frozen Foods" business located in Argentan (61), Montauban (82), Poitiers (86), and Civrieux d’Azergues (69), prepared nearly 7 mn orders. Powerful IT systems ensure total order traceability, so each customer order and each product can be identified at any time.
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Quick, free home delivery, without any interruption in refrigeration chain
Once an order has been prepared, it is delivered by lorry to one of the 114 delivery depots located throughout France. This dense network of delivery depots means that customers receive their orders 72 hours after calling in their order, without any interruption in refrigeration chain. |
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Effective canvassing to create new customers
Canvassing for new customers is done either by phone (telemarketing) or directly in the field. Toupargel Group employs 230 telemarketers working at 6 telemarketing centres, as well as 250 field marketers.
The combination of these two systems enabled Toupargel to create 370,000 new customers in 2010.
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Large customer base in communities of under 10,000 inhabitants
The Toupargel Group has historically built up its business by delivering food products to customers in communities of fewer than 10,000 inhabitants, a market of some 11 million households, which have little access to neighbourhood shops. These high-potential geographical areas provide the Group's main focus.
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Toupargel even closer to its customers !
2010 to 2013 is a period where Toupargel will be stepping up its neighbourhood coverage, with a new sales and delivery system, based on "store concepts". Each catchment area has its own telesales and delivery team, which offers delivery times, products and order taking (Internet and/or telephone) in tune with its customer's needs
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Internet, driving customer loyalty
The Toupargel e-commerce website, rolled out in March 2010, is the final element in the multichannel strategy. The website offers a new way of communicating with consumers through newsletters, information and order history, cooking tips and other useful information that helps strengthen the close relationship that the company enjoys with its customers. The website will also be used in 2011 as a tool for attracting new, young, active, urban consumers, through specific traffic-driver promotions (purchase of keywords, natural referencing, affiliation). The e-commerce site will also be revamped for launching promotional offers and standout services (partnerships with national brands, special ranges - gluten free, halal, kosher and organic frozen products), as well as growth drivers, such as friend referral promotions.
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