Industrial & Manufacturing Agriculture & Food Cold Chain & Food Distribution

Grocery Distribution

Safety, traceability, and partner coordination across supply networks.

C&S Wholesale Grocers McLane Company KeHE Distributors UNFI
Inside this journey
  1. Customer Discovery

    Clarify the retailer’s margin pressure, target fill-rate and cost improvement goals, decision roles, and trial acceptance criteria.

    Discovery Questions

    A Quick Check — Tell Us About Your Store

    • How would you describe your store today—size, format, and the neighborhood you serve? Options: Single independent (<5,000 sq ft), Small grocery (5k–15k sq ft), Neighborhood market (15k–30k sq ft), Small chain / multiple locations, Specialty or ethnic market, Convenience store
    • Who are your regular customers and what drives most of their trips to your store? Options: Price-driven shoppers, Loyal local regulars, Convenience/quick trips, Ethnic/community-seeking customers, Impulse/promotion-driven, Other
    • Walk me through your typical weekly cadence—how many deliveries do you receive, and which suppliers come most often? Options: Daily deliveries, 3–5x per week, 2x per week, Weekly, Irregular/seasonal
    • What recent sales trend or moment made you think “we need a change” in distribution or pricing?
    • Which local competitor or chain are you most worried about losing customers to right now?

    Are You Losing Customers Without Realizing It?

    • When your distributor raised delivered prices this quarter, how did that show up in your business—did you see baskets shrink, fewer transactions, or different items selling? Options: Baskets shrank (lower $ per transaction), Fewer transactions, Shift away from promoted items, No obvious change yet, Other
    • How often have delivered prices on benchmark items changed in the last 12 months? Options: Multiple times a quarter, Once a quarter, Twice in 12 months, Stable for 12+ months, Unsure
    • Which three categories have felt the most margin pressure (e.g., dairy, snacks, canned goods, frozen, deli)? Options: Dairy, Bakery, Frozen, Produce, Snacks/Confectionery, Beverages, Canned/Grocery, Deli/Prepared
    • Can you point to a specific promotion across the street or competitor pricing that you feel you couldn’t match? Tell me what happened and why it mattered.
    • On a scale from 1–5, how urgent is resolving this margin pressure for you? Options: 1 (Not urgent), 2, 3, 4, 5 (Critical)
    • If we were to uncover a one- to two-point margin improvement, how would that impact your daily decisions or hiring/staffing plans?

    Where Inventory Quietly Fails You

    • How often do you experience out-of-stock on items your customers expect to find? Options: Daily, Several times a week, Weekly, Rarely, Almost never
    • Which fulfillment problem frustrates you most—missed items on deliveries, late trucks, damaged product, or inconsistent cold chain? Options: Missed items / incomplete orders, Late or missed deliveries, Cold chain / temperature issues, Damaged or poor-quality goods, Invoice discrepancies
    • How do you currently measure fill rate for your top items, and what typical fill-rate percentage are you seeing? Options: We track item-level fill rates (we know the %), We track fill anecdotally (no %), We don’t track fill rate, Other
    • Tell me about the last time a stockout cost you a sale—what item, how many customers were affected, and what did you do?
    • Which 5–10 SKUs would you call “sales-critical” that can’t be out of stock for a day?
    • Would you be open to testing fill-rate improvement on a benchmark set of items during a pilot? Options: Yes—definitely, Maybe, need more details, Not right now

    Who Holds the Keys in This Decision?

    • Who signs the final contracts and makes the ultimate yes/no decision about changing distributors? Options: Store owner, Head buyer/manager with owner approval, Board or multi-store committee, Other
    • Who evaluates day-to-day trial performance and who will speak to the rep weekly during a pilot? Options: Head buyer, Store manager, Owner, Operations manager, Combined team
    • What prior pilots or vendor tests have you run and what outcome or behavior led you to adopt or reject those partners?
    • What are the non-negotiables from your decision-maker’s perspective (e.g., fill-rate target, delivered cost parity, promotional support, no surprise fees)? Options: Fill-rate SLA, Delivered cost delta target, Clear fee structure, Promotional program support, Cold-chain guarantees, Dedicated rep visits
    • How quickly does the decision-maker expect results before making a commitment (timeline in weeks)? Options: Within 30 days, 30–60 days, 60–90 days, Longer than 90 days
    • If the head buyer recommends adoption but the owner is hesitant, what typically persuades the owner to change suppliers?

    What Would Make You Say Yes to a New Distributor?

    • Would a 60‑day trial focused on 50 benchmark SKUs with weekly planogram and promo actions feel like a fair test to you? Options: Yes, that's reasonable, Maybe—adjust scope, No, prefer different structure
    • What minimum fill-rate improvement or absolute fill-rate would you need to see on benchmark items to consider switching? Options: Improve by 5+ points, Improve by 2–5 points, Maintain current fill rate but reduce cost, Achieve ≥98% fill rate, Other
    • What delivered cost delta (per basket or per unit) would make the trial a clear win for you? Options: Lower by ≥3%, Lower by 1–3%, No change but better service, Willing to pay slightly more for higher fill/service, Other
    • How important is active promotional support (ad circulars, temporary price cuts, POS) from the distributor in your decision? Options: Critical, Important, Nice to have, Not important
    • Describe the kind of rep engagement during a trial that would feel valuable—frequency, actions, and examples of helpful recommendations.
    • Are there specific acceptance criteria (e.g., KPI thresholds, data reports, owner sign-off) you want included in the trial agreement? Options: Fill-rate KPI, Delivered cost comparison, Weekly planogram action list, Store owner acceptance sign-off, Rollback terms

    Can Operations Support a Smooth Switch?

    • If we asked you to map your top-selling aisles and cold-chain needs, do you have someone who can do that quickly? Options: Yes—we can map immediately, Yes—but needs a few days, No—would need help
    • What are your refrigeration and cold-storage standards for deliveries (e.g., target temps, handling windows)? Options: Strict, monitored temps with logs, Basic refrigeration expectations, No formal standards documented, Unsure
    • How do you prefer to receive orders and confirmations—phone, email, EDI/API, or portal—and do you currently integrate with supplier systems? Options: Phone/email, Supplier portal, EDI/API integration, POS/ERP integration, Combination
    • Who handles receiving and quality checks at the store, and how much time can they allocate to a pilot (minutes per delivery)?
    • Are there route or delivery cadence constraints we must respect (delivery windows, loading dock limits, no-night deliveries)? Options: Morning only, Afternoon only, Specific windows, No constraints, Other
    • Which sample SKUs would you want delivered first to validate cold chain and quality before a full pilot?

    If Everything Went Right — What Would Success Look Like?

    • Imagine 60 days from now sales and margin are better—what concrete changes would you point to in the store’s daily life?
    • Which metric would give you the most confidence that the relationship is working—improved margin %, transactions, fill-rate, or something else? Options: Margin improvement (%), Increased transaction count, Higher fill-rate on benchmarks, Reduced receiving/invoice labor, Other
    • How would a reliable distributor change how you staff, promote, or plan assortments over the next 6 months?
    • What would a 1–2 point margin improvement enable you to do that you can’t do today? Options: Hire/retain staff, Invest in local promotions, Reduce prices on key items, Upgrade equipment, Other
    • On an emotional level, what would winning this trial mean to you and your team?

    What Could Stop a Trial From Working?

    • What’s the single most likely reason a distributor pilot would fail for you—service, price, product quality, or internal resistance? Options: Service or fill failures, Worse delivered cost, Product quality/cold chain, Hidden fees or billing issues, Internal resistance to change
    • Have you ever had to roll back a supplier change? What triggered the rollback and how was it handled?
    • What escalation path or governance would make you comfortable raising issues quickly during a trial (contact points, SLAs for fixes)? Options: Dedicated trial manager, Weekly review with KPIs, 24–48 hour issue SLA, Escalation to regional manager, Other
    • How transparent do you need fee and handling detail to be before you’ll sign on—line-item visibility, monthly summary, or full invoice audit? Options: Line-item visibility on each invoice, Monthly summarized cost report, Full invoice audit on request, Basic visibility is fine
    • If a quality or fill-rate issue occurs during the pilot, what immediate corrective steps would you expect? Options: Immediate resend/make-good, Credit on next invoice, Change in routing/timing, Temporary hybrid sourcing
    • Would you want a written rollback plan included in the trial agreement in case expectations aren’t met? Options: Yes—mandatory, Prefer but optional, No

    Next Steps — How Do We Start?

    • If we could commit to a clear fill-rate SLA and delivered-cost comparison within two weeks, would you be willing to start a pilot in the next 30 days? Options: Yes—start in next 30 days, Maybe—need scheduling, Not right now
    • Who should be on the kick-off call and who will be the store’s trial owner (name, role, best contact)?
    • What documentation or data would we need from you to scope the pilot (POS sales for benchmarks, current supplier invoices, planogram photos)? Options: POS sales data for benchmarks, Recent supplier invoices, Planogram photos, Receiving logs, Other
    • What would be the most convenient day/time for a 30‑minute scoping visit to walk the store and identify the 50 benchmark SKUs? Options: Weekday morning, Weekday afternoon, Saturday morning, Saturday afternoon, Other
    • Are there any contractual or approval constraints we should know about before drafting a trial agreement? Options: Owner approval required, Legal review required, Corporate procurement rules, No constraints
    • Any final concerns or conditions you want captured up front so a 60‑day trial gives you the confidence to decide?
  2. Solution Experience

    Use the store’s real assortment and sales context to demonstrate how category management, private-label shifts, and promotional support restore margin and traffic.

    Experience Meetings

    • Data Alignment & Pre‑Work (Solution Experience Prep)
    • In‑Store Category Diagnostic (Walkthrough)
    • Live Assortment Simulation & Planogram Proof
    • Pilot Trial Design & Acceptance Criteria
    • Experience Validation & Decision Checkpoint (Pre‑Pilot Signoff)
    • Sign off on a written pilot scope, timeline, and the list of benchmark SKUs.
    • Customer to confirm the final 50 benchmark SKUs and any restricted SKUs (local/contractual) within 48 hours.
    • Reconfirm Current/Future Sentences (diagnosis checkpoint)
    • Prove numerically that the proposed plan achieves the defined future‑state outcomes (margin and traffic improvements).
    • Have the buyer explicitly validate each core claim tying a change to the problem it solves.
    • Identify any operational blockers and agree mitigation steps before the pilot.
    • Obtain agreement on the set of planogram and promotional moves to be included in the trial.
    • Seller to deliver the full simulation report (assumptions, model, outputs) and planogram PDFs within 48 hours.
    • Customer to review the simulation report and flag any data mismatches within 3 business days.
    • Seller to document operational mitigations for identified risks (fill‑rate, cold chain) and propose SLA language for the pilot.
    • Both parties to create and confirm access to the shared reporting dashboard and data feeds before kickoff.
    • Review Proof Points from Simulation
    • Introductions & Objectives
    • Agree the KPI definitions, measurement methods, and weekly reporting format.
    • Assign and document owners for each operational responsibility and escalation path.
    • Establish explicit acceptance thresholds and rollback steps to reduce switching risk.
    • Seller to draft and circulate the Pilot Statement of Work (scope, KPIs, SLAs, responsibilities) for signature.
    • Customer to confirm pilot start date and availability for initial planogram execution window.
    • One‑line Recap: Current / Consequence / Future
    • Customer explicitly confirms the experience proved the future state and agrees to proceed to the 60‑day pilot.
    • All operational mitigations and escalation paths are accepted and owners assigned.
    • Formal pilot kickoff date and first‑week planogram/delivery actions are scheduled.
    • Both parties to sign the Pilot SOW and confirm kickoff logistics (date, receiving hours, rep visit schedule).
    • Seller to set up the weekly pilot dashboard and invite stakeholders to recurring check‑ins.
    • Seller and customer to run a pre‑pilot ops dry run (sample delivery and shelf placement) within the week before kickoff.
    • Have a validated single‑sentence current‑state statement signed off by the customer.
    • Agree quantified consequence values that make the problem urgent and measurable.
    • Define a single‑sentence future state outcome that the experience must prove.
    • Obtain the exact datasets and deadlines required to run the live assortment simulation.
    • Set expectations for what validation looks like during the live experience.
    • Customer to deliver 12 months POS by SKU, current invoice costs, and current price list in agreed format within 5 business days.
    • Seller to produce the one‑sentence current state, consequence numbers, and a proposed one‑sentence future state for final customer signoff.
    • Seller to prepare the simulation spec (data fields, modeling assumptions, and sample outputs) to run in the Live Assortment Simulation meeting.
    • Reiterate Current State & Consequence
    • Validate the root causes observed on the shelf against POS data and the current‑state statement.
    • Identify and document a prioritized set of private‑label and SKU swap candidates with estimated margin impact.
    • Agree the 50 benchmark SKUs for the upcoming trial and confirm which categories will receive planogram changes.
    • Surface operational constraints or cold‑chain issues that could affect execution.
    • Seller to capture shelf photos, planogram snapshots, and backroom notes and upload to the shared workspace.
    • Seller to produce a short list of 8–12 private‑label swap recommendations with estimated margin deltas.
    • Baseline vs Proposed Assortment Simulation
    • Review Key Proofs & Simulated Outcomes
    • One‑sentence Current State Confirmation
    • Guided Shelf & Backstock Walk
    • Define Scope & Timeline
    • Operational Readiness Check
    • Quantify Consequence
    • Planogram Change Walkthrough (shelf‑level proof)
    • POS vs Shelf Alignment
    • KPIs, Measurements & Reporting Cadence
    • Roles, Responsibilities & Governance
    • Private‑Label & SKU Swap Opportunities
    • Risk & Contingency Confirmation
    • Define Future State (one sentence)
    • Promotional Support Simulation
    • SLA & Commercial Transparency
    • Operational Feasibility & Risk Check
    • Required Dataset & Pre‑work Checklist
    • Initial Promotional Plays
    • Final Signoff & Next Steps
  3. Solution Scope

    Define the catalog coverage, service levels (fill-rate SLAs, cold-chain standards), trial length, responsibilities, and measurable acceptance criteria.

    Scope Configuration

    • Multi-temperature route delivery to store
    • Pick-and-pack order fulfillment per store order
    • In-store shelf stocking and restocking service
    • Planogram installation and shelf-tag updates
    • Promotional display and POS installation
    • Private-label SKU replacement and relabeling
    • Express emergency replenishment delivery (24-hr)
    • Consolidated manufacturer cross-docking and invoicing
    • Temperature-controlled pallet delivery with data logger
    • On-delivery quality rejection and removal service
    • Returns processing and crediting for expired items
    • Invoice consolidation and single monthly billing
    • EDI/CSV order intake and automated pick confirmations
    • Seasonal assortment rotation and SKU swaps

    Scope Questions

    Multi-temperature route delivery to store

    • Which temperature zones do you require on a regular delivery route? Options: Dry (ambient), Refrigerated (2-5°C / 35-41°F), Frozen (-18°C / 0°F or lower)
    • How many deliveries per week do you expect for this store/location? Options: 1, 2-3, 4-6, Daily
    • What is the typical delivery volume per visit (pallets / cases)? Options: Less than 1 pallet / <100 cases, 1-3 pallets / 100-500 cases, 4-8 pallets / 500-1500 cases, 8+ pallets / 1500+ cases
    • Do you require appointment windows, liftgate, or dock unloading? Options: Dock access, Liftgate service, Appointment window required, Curbside delivery only
    • What delivery time windows are acceptable? If multiple, list preferred days/times.
    • What on-time delivery SLA do you require for scheduled routes? Options: 95%+, 90-94%, 80-89%, Custom (please specify)

    Pick-and-pack order fulfillment per store order

    • Do you place orders per store or consolidated across multiple stores? Options: Per-store ordering, Consolidated for multiple stores, Both depending on SKU
    • What is the average number of SKUs and line items in a typical order? Options: Less than 25 SKUs, 25-75 SKUs, 76-200 SKUs, 200+ SKUs
    • What is your desired daily cutoff time for same-day/next-route fulfillment? Options: Morning cutoff (e.g., 9:00 AM), Midday cutoff (e.g., 1:00 PM), Afternoon cutoff (e.g., 4:00 PM), Flexible / rolling
    • Do you require special packing materials or segregation (e.g., allergy-safe, temperature-segregated bags)? Options: Yes, No
    • Are there minimum or maximum order quantities or minimum order value requirements we should enforce? Options: Minimum order value, Minimum case quantities, No minimums, Other
    • Describe any special fulfillment rules (e.g., first-expire-first-out, lot tracking, split deliveries).

    In-store shelf stocking and restocking service

    • Do you want full-service shelf stocking or only backroom restocking? Options: Full shelf stocking and facing, Backroom restocking only, Combination / depends on category
    • How often should stores be restocked by our team? Options: Daily, 2-3x per week, Weekly, Bi-weekly
    • Are planogram adherence and facing counts required as part of stocking? Options: Yes, strict planogram adherence, Yes, but flexible, No, basic restock only
    • Will our staff be allowed to handle pricing/shelf-tag updates during stocking visits? Options: Yes, full shelf-tag updates, Yes, only with approval, No, store will handle pricing
    • Do you require proof-of-visit and photographic verification after stocking? Options: Yes, photo proof required, No
    • Are there liability, security, or credential requirements for in-store staff (e.g., background checks, insurance)? Options: Yes, No

    Planogram installation and shelf-tag updates

    • Is this a new planogram installation or an update to an existing one? Options: New installation, Refresh/update, Both
    • Who will approve the planogram prior to installation? Options: Store owner, Head buyer, Category manager (seller), Joint approval
    • Do you require on-site measurements and fixture verification before building the planogram? Options: Yes, No
    • Should shelf-tag printing and installation be included in the service? Options: Include printing + installation, Provide tags, store installs, Store provides tags
    • How frequently do you anticipate planogram/tag updates (e.g., seasonal, monthly, quarterly)? Options: Monthly, Quarterly, Seasonal, As-needed
    • Do you want digital mockups or paper layouts for pre-approval? Options: Digital mockups, Paper layouts, Both, No mockups required

    Promotional display and POS installation

    • What types of promotional displays do you plan to run (endcap, pallet display, counter, shelf talker)? Options: Endcap, Pallet display, Shelf talker / tag, Counter display, Other
    • Who supplies POS materials for promotions (retailer, seller, manufacturer)? Options: Seller provides, Manufacturer provides, Retailer provides, Combination
    • What lead time is required for display setup prior to promotion start? Options: Same-week, 1-2 weeks, 2-4 weeks, 4+ weeks
    • Do you require installation, pickup after promotion, or both? Options: Installation only, Pickup only, Installation + pickup
    • Should promotional pricing be verified and updated on shelf tags and registers as part of the install? Options: Yes, update shelf tags, Yes, update register pricing, Both, No
    • Do you want performance tracking for promotional displays (e.g., scan data, uplift estimates)? Options: Yes, No

    Private-label SKU replacement and relabeling

    • Which categories are you targeting for private-label replacement?
    • How many SKUs do you anticipate switching to private label initially? Options: 1-10, 11-25, 26-50, 50+
    • Do you require relabeling, repacking, or co-packing services on arrival? Options: Relabeling, Repacking, Co-packing, No repack required
    • Will private-label items require new barcodes/PLUs and POS mapping? Options: Yes, No
    • What acceptance criteria do you need for private-label quality (pack integrity, taste test, shelf life)?
    • Are private-label credentials or declarations required (e.g., organic, non-GMO)? Options: Yes, No

    Express emergency replenishment delivery (24-hr)

    • Do you require a guaranteed 24-hour emergency replenishment option? Options: Yes, guaranteed 24-hr, Yes, subject to availability, No
    • What hours should emergency replenishment cover (business hours only, 24/7, nights)? Options: Business hours, Extended hours, 24/7
    • What premium or surcharge threshold is acceptable for emergency service? Options: No premium, Fixed surcharge, Percentage of order, Custom
    • Which SKUs are eligible for emergency replenishment (all SKUs, designated critical list)? Options: All SKUs, Critical SKUs only, Category-limited
    • What is the maximum allowed lead time for an emergency request to be fulfilled? Options: Within 4 hours, Within 8 hours, Within 24 hours
    • What confirmation and proof-of-delivery do you require for emergency replenishments? Options: POD signature, Photo of delivery, Digital confirmation only, Other

    Consolidated manufacturer cross-docking and invoicing

    • Do you want manufacturer shipments cross-docked and consolidated into our deliveries? Options: Yes, cross-dock required, Maybe, on-request, No
    • Do you require consolidated invoicing that replaces multiple manufacturer bills? Options: Yes, single consolidated invoice, Yes, but with manufacturer breakout line items, No, keep separate invoices
    • Which manufacturers or supplier relationships must be included in cross-docking?
    • Do you require EDI or document transfers from manufacturers as part of cross-dock? Options: EDI 850/856/810, CSV/flat file, Email docs, No docs required
    • Are there special pricing or fee transparency requirements for cross-docked items? Options: Require landed cost breakdown, Flat fee acceptable, No transparency required
    • How should returns or disputes for cross-docked items be handled and credited? Options: Consolidator handles credits, Manufacturer handles credits, Hybrid

    Temperature-controlled pallet delivery with data logger

    • Do you require a temperature data logger to be attached to pallets on delivery? Options: Yes, per pallet, Yes, per truck, No
    • What temperature thresholds should trigger rejection or notification? Options: Frozen breach (-18°C), Refrigerated breach (2-8°C), Custom thresholds, No threshold monitoring
    • How do you want logger data delivered (PDF report, CSV, portal access)? Options: PDF report, CSV export, Portal access, API
    • What acceptance criteria apply based on logger data (immediate rejection, quality check, accept with note)? Options: Immediate rejection, Accept with QA hold, Accept with note, Custom
    • Are special pallet handling or packaging requirements needed to maintain temperature integrity? Options: Insulated pallets, Dry ice / gel packs, Standard packaging, Other
    • Who is responsible for retaining logger data and for how long? Options: Seller retains 12 months, Seller retains 6 months, Retailer requests on-demand, Custom

    On-delivery quality rejection and removal service

    • Which reasons will qualify a shipment for on-delivery rejection (temperature, damage, spoilage)? Options: Temperature breach, Physical damage, Spoilage/expired, Incorrect SKU, Other
    • Do you require immediate removal of rejected items from premises? Options: Yes, immediate removal, Hold for pickup within 24-72 hours, Retailer will retain and hold
    • What evidence is required for a valid rejection (photos, logger data, QA printout)? Options: Photos, Logger report, Driver notes, All of the above
    • What is the expected timeline for crediting or replacing rejected items? Options: Immediate replacement, Credit within 7 days, Credit within 30 days, Custom
    • Who signs PODs and who is the final decision-maker for accepting or rejecting delivery? Options: Store owner, Store manager, Designated buyer, Seller rep
    • Any special protocols for perishable or high-value items on delivery?
  4. Mutual Commit

    Agree commercial terms, fee transparency, trial governance, escalation paths, and decision timing for post-trial adoption.

    Agreement Modules

    • Statement of Work (SOW)
    • Commercial Terms & Pricing Schedule
    • Fee Transparency & Billing Addendum
    • Trial Governance Agreement
    • Service Level Agreement (SLA) — Fill Rate & Cold Chain
    • Acceptance Criteria & KPI Sign-off
    • Escalation & Dispute Resolution Path
    • Data Sharing & Reporting Authorization
    • Order & Integration Access Authorization
    • Payment Terms & Deposit Authorization
    • Insurance, Liability & Indemnity Addendum
    • Change Order & Scope Management
    • Point-of-Contact & Governance RACI
    • Termination & Rollback Plan
    • Post-Trial Decision Timeline & Renewal Option
  5. Deployment

    Operationalize rollout with readiness checks, pilot execution, and outcome validation.

    1. Pre-Deployment Readiness

      Confirm catalog mapping, order/integration access, route cadence, cold-chain checks, sample SKUs, and owner responsibilities before the pilot.

      Readiness Checklist

      Tell Us About Your Store — In One Line

      • In one sentence, how would you describe your store (size, neighborhood, typical customer, and vibe)?
      • How many total SKUs do you actively sell today? Options: Under 1,000, 1,000–3,000, 3,001–6,000, 6,001–12,000, 12,000+
      • Which of these best describes your ownership/decision structure for purchasing? Options: Owner makes all decisions, Owner + head buyer, Centralized buyer for a small chain, Committee/partner group, Other
      • Who is the day-to-day point person we should coordinate with for a trial and integration? Options: Owner, Head buyer, Store manager, Operations manager, Other
      • How would you describe your most loyal customer segments (price-sensitive, brand-loyal, convenience-driven, specialty shoppers, ethnic communities, other)? Options: Price-sensitive, Brand-loyal, Convenience-driven, Specialty shoppers, Ethnic communities, Other

      When Prices Bite: Where It Really Hurts

      • If the recent delivered-price increases were a single problem that threatens your store's future, what would you say it is?
      • Which categories have seen the most consistent delivered-price increases over the last two quarters? Options: Dairy/Refrigerated, Frozen, Dry Grocery, Beverages, Bakery/Prepared Foods, Produce, Specialty/Local
      • Approximately how many margin percentage points have you lost on your core basket over the past 6 months? Options: <0.5 pts, 0.5–1.0 pts, 1.1–2.0 pts, 2.1–4.0 pts, >4.0 pts, Unsure
      • How are customers reacting to price increases—are they trading down, shopping the competitor, buying fewer items, or voicing complaints? Options: Trading down to cheaper brands, Shopping competitor across the street, Buying fewer items per visit, Complaining to staff, Loyal customers still buying, Other
      • How urgent is reversing margin pressure on a scale from 'strategic' to 'emergency' for you right now? Options: Emergency — act now, High priority — 1–2 months, Important — 3–6 months, Monitor only
      • Tell us about a recent moment when a price increase felt like it crossed a line — what happened and how did it feel?

      Are Out‑of‑Stocks Quietly Bleeding You?

      • If every out-of-stock on a top item cost you one lost repeat customer per month, can you picture the impact—what does that look like?
      • Which specific SKUs or subcategories typically run out first?
      • Do you currently track fill-rate on a formal list of benchmark items (e.g., 50 items)? Options: Yes — we track 50+ items, Yes — we track a smaller list, No — but we should, No — never tracked
      • What minimum fill-rate on those benchmark items would make you feel a distributor is reliable? Options: >98%, 95–98%, 90–94%, 85–89%, <85%
      • How do your staff typically respond when an item is out—substitution, customer call, rain check, lose the sale? Please describe the usual flow.
      • How long have stockout patterns been an issue in your store? Options: A few weeks, A few months, Over a year, Several years, Not sure

      Beyond Price: What Would Make You Switch Tomorrow?

      • Imagine a distributor matched your best prices and solved three persistent headaches—what three fixes would make you switch immediately?
      • Select up to three priorities that matter most when considering a new distributor. Options: Consistently high fill‑rates, Lower delivered cost on benchmark items, Planogram and promotional support, Transparent fee structure, Reliable cold chain for perishables, Weekly local rep visits, Simpler invoicing/payment terms
      • Which types of promotional activity most reliably drive traffic for you? Options: Price promotions (temporary price cuts), Buy-one-get-one, Endcap or block displays, Local targeted promotions, Private-label bundles, Coupons/loyalty offers
      • How do you currently evaluate a sales rep's effectiveness—what signals tell you they're adding real value?
      • Have you attempted a supplier switch in the past 24 months? If yes, what stopped it from succeeding? Options: Fill-rate issues, Pricing transparency, Operational friction (receiving/integration), Quality concerns, Change fatigue, Other
      • Emotionally, what would a successful new distribution partner give you back—time, peace of mind, better margins, happier customers, or something else? Options: Time, Peace of mind, Improved margins, Happier customers, Less admin work, Other

      The 60‑Day Trial — What Would Make It Unambiguously Successful?

      • If the trial could only prove two things in 60 days to make the decision obvious, which two would you choose? Options: Consistent fill-rate on 50 benchmarks, Delivered cost savings on benchmark items, Reliable weekly promotional execution, Improved assortment and planogram suggestions, Seamless ordering/integration, No quality or cold‑chain failures
      • What pass/fail fill-rate percentage on the 50 benchmark items would you require at trial end? Options: >98%, 95–98%, 92–94%, 90–91%, <90%
      • What minimum average delivered-cost improvement (including any handling fees) on the benchmark set would make switching financially sensible? Options: >4% savings, 2–4% savings, 1–2% savings, Break-even acceptable with service improvements, No improvement required if other benefits are strong
      • Which acceptance criteria must be auditable and documented (e.g., daily fill logs, invoicing detail, planogram activity, customer traffic uplift)? Options: Daily fill logs, Detailed invoicing with fee line items, Weekly planogram/promotional activity log, Sample cold-chain audit reports, Sales lift on promoted SKUs
      • Who signs the final acceptance decision after the trial (name/role)?
      • If trial metrics are borderline, what governance steps would you want to see before deciding (e.g., extension, corrective plan, financial holdbacks)? Options: Extend trial 30 days, Corrective action plan with checkpoints, Partial fee holdback, Escalation to regional manager, Immediate rollback option

      Backroom Reality — Can Your Systems and Team Support a Change?

      • If integration and receiving became one more morning task, what part of your operation would be most stressed or likely to fail?
      • Which ordering or POS system does your store use? Options: Manual/Paper orders, Basic POS (no integration), Retail-specific POS with API, Proprietary chain system, Other
      • Do you currently support EDI/API order exchange, file upload, or only phone/fax/email orders? Options: API/EDI, CSV upload, Email/phone only, Mixed methods
      • How many staff are typically available to receive and put away deliveries on a given route day? Options: 1, 2, 3–4, 5+
      • What receiving window and route cadence would you prefer (days of week, morning/afternoon, weekly/biweekly)?
      • Do you have documented cold-chain handling rules or vendor requirements we must meet? Options: Yes — documented SOPs, Informal expectations, No formal rules

      Quality, Cold‑Chain, and Sample Checks — Non‑Negotiables

      • If one refrigeration failure could cost you a major supplier relationship, how cautious should we be about temperature controls? Options: Extremely cautious — strict audits, Moderately cautious — random checks, Standard checks are fine, Flexible
      • What temperature ranges do you require for refrigerated and frozen deliveries (specify if you have different rules per category)?
      • Which sample SKUs would you insist we deliver and quality-check before the pilot begins?
      • Have you experienced recent quality claims or cold-chain breaks with current suppliers? If yes, how were they handled? Options: Yes — resolved to our satisfaction, Yes — unresolved, No, Not sure
      • How do you want to handle quality returns, credits, and disputed invoices during the pilot? Options: Immediate credit for verified claims, Hold credits until end of trial, Escalate to regional manager, Other

      Trust, Fees, and Communication — What Builds Confidence?

      • Would you prefer full fee transparency on day one even if it complicates the quote, or a simplified price that’s easier to read but may hide fees until later? Options: Full transparency day one, Simplified quote first, details later, Depends on fee types
      • Which invoicing items cause you the most concern today? Options: Hidden handling fees, Fuel surcharges, Minimum order fees, Chargebacks/short-ship adjustments, Late delivery fees
      • How frequently would you like a rep to review trial performance with you (and in what format)? Options: Weekly in-person, Weekly remote call, Biweekly check-in, End-of-trial only, Daily dashboards
      • What level of documentation do you need to trust delivered-cost comparisons (e.g., invoice-by-invoice, SKU-level cost sheets, aggregated spreadsheets)? Options: Invoice-by-invoice, SKU-level cost sheets, Aggregated comparison, Dashboard views only, Other
      • Describe an example when a supplier’s billing or communication eroded your trust—what would have fixed it?

      Decision Rhythm: Timeline, Sign‑Offs, and Exit Routes

      • If the pilot ends tomorrow, what decision timeline would you expect for a final yes/no? Options: Immediate sign-off, Within 1 week, 1–2 weeks, Up to 30 days
      • Who must sign off for a long-term switch (role names and any required approvals)?
      • Which trial outcomes would be absolute deal-breakers and require immediate rollback? Options: Critical cold-chain failure, Fill-rate below agreed minimum, System integration failures, Unresolved billing disputes, Severe customer complaints
      • What rollback steps or contingency plans would you require documented before starting the pilot?
      • How comfortable are you with a phased category transition vs. a full takeover after trial success? Options: Prefer phased transition, Prefer full takeover, Open to either

      Final Check — Fears, Hopes, and the Small Things That Matter

      • On a scale that captures feeling rather than numbers, where are you right now about switching suppliers—'desperate', 'very motivated', 'curious', or 'hesitant'? Options: Desperate, Very motivated, Curious, Hesitant
      • What single fear would keep you up at night during a 60‑day pilot?
      • If this partnership worked as you hoped, what would your store look like and feel like six months after adoption?
      • What small, practical support would make you feel least anxious during the first two weeks of the pilot? Options: Daily receiving check-ins, Dedicated rep on-call, Clear escalation contact, Simple credit process for quality issues, Step-by-step receiving checklist
      • Is there anything else we haven’t asked that you think would make a distributor stand out to you during discovery?
    2. Trial Execution (60 days)

      Run the 60-day pilot: measure fill rates on 50 benchmark items, compare delivered costs, and implement weekly planogram/promotional actions and adjustments.

    3. Validation & Acceptance

      Analyze pilot results against agreed KPIs (fill-rate, delivered cost delta, rep recommendations) and document the store owner’s decision and any rollback steps.

      Validation Checklist

      Getting to Know Your Store

      • Tell me briefly about your store(s): format, typical weekly traffic, and any neighborhood or customer traits you think matter.
      • Which statement best describes your ownership/operations model? Options: Single independent owner/operator, Family-run independent with manager, Small regional chain (2–10 stores), Small chain (11–50 stores)
      • What temperature spans do you currently manage in-house or via suppliers (check all that apply)? Options: Dry/non-refrigerated, Refrigerated (chilled), Frozen, Produce/fresh
      • Who currently places orders and manages supplier relationships day-to-day? Options: Owner, Head buyer/purchasing manager, Store manager, Shared across staff, External third-party
      • How would you describe your primary shopper: price-driven, brand-loyal, convenience-focused, specialty/ethnic, or other? Options: Price-driven/value seekers, Brand-loyal customers, Convenience/impulse buyers, Ethnic/specialty shoppers, Mixed/varied
      • What's one recent example of something you changed in the store (assortment, pricing, promotion) that felt successful or failed—what happened?

      Are You Watching Customers Walk Away?

      • Have you noticed customers choosing the big chain across the street because of price or promotions in the last 3–6 months? Describe what you’ve seen.
      • How quickly did the vendor’s recent price increases start to affect sales—immediate, within weeks, months, or not yet obvious? Options: Immediate, Within weeks, Within months, Not obvious yet
      • Which product groups feel most exposed to competitor promotions or margin pressure right now? Options: Dairy & refrigerated, Frozen meals & novelties, Canned & pantry staples, Beverages (soda/juice/coffee), Bakery/snacks, Ethnic/specialty
      • When you lose a sale to the competitor, what do you think is the main reason—price, selection, promotion, convenience, or staff recommendation? Options: Price, Selection/assortment, Promotions/discounts, Convenience/location/hours, Staff not promoting alternatives
      • Tell me about how losing those customers feels for you and your team—worry, frustration, urgent, or manageable? Options: Very worried/urgent, Concerned but manageable, Frustrated, Not a major concern yet
      • Can you share one concrete example (product, date range, what changed) where a competitor promotion shifted traffic away from you?

      Where Do Prices and Margins Actually Leak?

      • If you had to pick one part of your purchasing cost that surprises or frustrates you most right now, what is it? Options: Delivered item price, Unexpected handling fees, Freight/routing charges, Invoice adjustments/rebills, Promotional pass-throughs
      • How do you currently calculate whether a delivered cost from a distributor is better or worse than buying directly from a manufacturer? Options: Compare invoice unit price only, Compare total landed cost including fees, Rough estimate in my head, I don’t compare systematically
      • Which of these fee types have you seen on recent invoices and how often do they appear? Options: Fuel surcharge, Handling/processing fee, Cold-chain surcharge, Small-order fee, Misc charges/adjustments
      • To what extent have you explored private-label or lower-cost alternatives to protect margin? Options: Actively switching many items, Pilot on a few categories, Considered but not tried, Not interested
      • Where do you believe category management or planogram advice could realistically increase margin or sales in your store? Options: Beverages, Deli & prepared foods, Snacks & candy, Ethnic & specialty, Dairy/refrigerated, Multiple areas
      • Describe a recent pricing or assortment decision you regret—what information was missing when you made it?

      What Does Out-of-Stock Cost You—Really?

      • How often do you experience stock-outs on core items week-to-week, and which cadence feels most accurate? Options: Daily, Several times a week, Weekly, Monthly, Rarely
      • Can you estimate the percentage of customer complaints or lost transactions that you attribute directly to items being out of stock? Options: >10%, 5–10%, 1–5%, <1%, Unsure
      • Which 10–20 SKUs do you consider ‘mission-critical’—if those are out, customers leave. Please list or describe their categories.
      • When stock-outs happen, which of these responses do you rely on most? Options: Substitute with another brand, Offer rain-checks/IOUs, Call other suppliers, Lose the sale, Customer friction/complaint
      • What fill-rate would feel acceptable for you across benchmark items during a trial (e.g., 90%, 95%) and why? Options: >98%, 95–97%, 90–94%, <90%
      • Tell me about a time when a supplier met fill expectations—what did they do differently that mattered?

      What Would Winning Week Look Like?

      • If you could wave a wand and change one operational or commercial thing about your distributor relationships, what would it be?
      • What combination of cost savings, margin improvement, and fill-rate would make a new distributor a clear yes for you? Options: Margin +1–2 points and 95%+ fill, Lower delivered costs and weekly promo support, Better assortment and local product sourcing, All of the above
      • How important is weekly in-store support and category coaching from a rep compared to pure price savings? Options: More important, Equally important, Less important, Depends on category
      • What would customer reaction look like if you improved margin by 1–2 points and matched competitor promotions more often?
      • Describe how you’d measure ‘success’ at the end of a 60-day trial—what specific data, anecdotes, or thresholds would you need?

      What's Stopping You from Switching?

      • What keeps you awake at night about the idea of moving to a new distributor—loss of service, cold-chain risk, system integration, or something else? Options: Loss of service/relationship, Cold-chain/quality concerns, Technology/order integration, Switching cost/time, Invoice/fee surprises
      • Have you ever run a trial with another supplier before? If yes, what failed or succeeded and why? Options: Yes—successful, Yes—unsuccessful, No, never
      • How quickly would you need to be able to rollback to previous suppliers if a trial under-delivered, and what would your rollback triggers be? Options: Immediate (days), Within 1–2 weeks, End of trial only, Unsure/not planned
      • Which operational guarantees would make you comfortable: cold-chain SOPs, sample QA checks, dedicated route windows, or rep escalation paths? Options: Cold-chain SOPs, Sample SKU QA checks, Dedicated route/time windows, Named escalation contacts, All of the above
      • Tell me about any trust gaps you currently have with suppliers—pricing transparency, missed promises, or communication breakdowns—and how they affect decisions.

      Tell Me About Decision-Making and Trial Criteria

      • Who will be involved in the decision to adopt a new distributor after the trial—roles, titles, and who holds final sign-off?
      • What specific KPIs must the trial meet for you to say yes (e.g., fill-rate on 50 benchmarks, delivered cost delta, successful planogram changes)? Please list thresholds.
      • Which data format or evidence do you trust most when evaluating a trial: invoice-level cost comparison, SKU-level fill-rate logs, POS sales lift, or store manager testimony? Options: Invoice-level cost comparison, SKU-level fill-rate logs, POS sales lift data, Store manager testimonial, Combination
      • How will decisions be timed—do you need a decision immediately after 60 days, or is there a governance/approval window? Options: Decision immediately after trial, Decision within 2 weeks after trial, Longer approval cycle (30+ days), Unsure
      • If the trial shows mixed results, what compromise outcomes would you consider (phased adoption, category-by-category, extended trial)? Options: Phased adoption, Category-by-category switch, Extended pilot, No partial adoption
      • What would constitute an unacceptable outcome that would require immediate termination and rollback? Options: Critical cold-chain failures, Sustained <90% fill on benchmarks, Major pricing errors, Safety/quality issues, Multiple of the above

      Quick Operational Readiness Snapshot

      • Do you currently use an ordering platform or EDI—what system and who has admin access? Options: Proprietary distributor portal, EDI integration, Manual/email/phone orders, Other/unsure
      • Which of these integration items would you be able to provide quickly: current SKU list, POS sales data, backroom layout, receiving hours? Options: SKU list with UPCs, POS sales by SKU, Backroom/planogram photos, Receiving hours & dock access
      • What samples or SKUs could you make available for pre-flight checks (cold-chain inspection, taste/quality)?
      • How many receiving days per week and what time windows does your store actually accept deliveries? Options: 5–7 days, morning, 5–7 days, afternoon/evening, Limited days (specify), Flexible
      • Who in your team would be the operational owner during a pilot (receiving lead, manager, buyer)? Please name role and contact preference.
      • Are there seasonal spikes or upcoming events (holidays, local festivals) during the next 60–90 days we should plan around? Options: Yes—holiday season, Yes—local event, No major events, Unsure

      Commitment & Next Steps: If We Move Forward

      • If a pilot addressed your top 2 concerns (price transparency and fill-rate), how willing would you be to schedule a 60-day test? Options: Very willing, Somewhat willing, Unsure, Not willing
      • What start window works best for you—immediately, in 2 weeks, in a month, or later? Please select and explain any constraints. Options: Immediately, In 2 weeks, In 1 month, Later / need to discuss
      • What would make you say yes on day 1 of the pilot—list 3 non-negotiables (e.g., named rep, invoice transparency, fill guarantees).
      • Who else would you like to include in the kickoff call or pilot governance (GM, buyer, receiving lead)? Options: Owner/GM, Head buyer, Receiving lead, Store manager, Other
      • How would you prefer weekly pilot updates: short calls, SMS summary, dashboard access, or email with attachments? Options: Short weekly call, SMS/text summary, Live dashboard access, Weekly email report
      • Finally, what is one thing we could promise that would immediately reduce your hesitation about trying a new distribution partner?
  6. Success

    Confirm achieved outcomes, transition to steady-state operations, and maintain a shared channel for issues, enhancements, and continuous category optimization.

    Success Reviews

    • Success Confirmation Review
    • Operations Handoff & Steady-State Readiness
    • Continuous Category Optimization Cadence
    • Governance, Communication & Escalation Setup
    • Celebrate Success, Advocacy & Expansion Planning

    Issues & Enhancements

    • Agree decision rules that convert test wins into operational changes without re-opening pilot disputes.
    • Success Highlights & Data Summary
    • Record and publish the store owner's formal acceptance or rejection with timestamp and signature or written confirmation.
    • If accepted, schedule the Operations Handoff meeting and set a go-live date for steady-state operations.
    • If not accepted, list required fixes with owners and deadlines and schedule a remediation checkpoint.
    • Readiness Checklist Review
    • Validate operational readiness against a complete handoff checklist.
    • Assign clear owners and contact points for every operational function.
    • Agree monitoring, reporting, and first-week support obligations to prevent service degradation at launch.
    • Grant and verify system access for store ordering and dashboard views and confirm credentials with recipients.
    • Publish the SLA dashboard with initial baseline data and set alert notifications to owners.
    • Deliver training materials and schedule onsite or virtual training sessions for receiving staff.
    • Baseline Recap and Future-state Target
    • Establish a repeatable optimization cadence with clear agendas and owners.
    • Create a prioritized test backlog with explicit hypotheses and measurement plans.
    • Agree commercial follow-up actions and owners for contract or scope changes.
    • Publish the recurring meeting schedule and standard agendas in the shared channel.
    • Create the initial 12-week test backlog with owners and expected metrics for each experiment.
    • Build and share the reporting template and ensure analytics access for all owners.
    • Shared Channel & Notification Rules
    • Create a living governance document that all parties accept for communications and escalations.
    • Agree transparent billing and price-change notification practices to avoid surprise fees.
    • Define clear SLA breach responses and owners to minimize service disruption.
    • Create the CustomerNode shared channel, add confirmed participants, and post the communication norms.
    • Publish the escalation matrix and SLA breach playbook with named contacts and response times.
    • Schedule a monthly billing reconciliation checkpoint and provide the first month's delivered-cost audit to the buyer.
    • Capture a usable success narrative and obtain explicit permission for testimonial/reference use.
    • Identify and prioritize expansion targets with a clear next-step plan.
    • Produce a one-page success summary and share it with the store owner for approval.
    • Request and store signed permission for testimonials and reference calls.
    • Prepare an expansion proposal for prioritized stores and schedule a commercial review meeting.
    • Welcome & Objectives
    • Obtain explicit acceptance or documented rejection of pilot outcomes from the store owner.
    • Ensure the business impact is quantified and clearly tied to the store's original problem statement.
    • Agree on immediate next-step path: steady-state launch schedule or documented remediation/rollback plan.
    • Customer Testimonial & Reference Request
    • One-sentence Current State
    • Escalation Matrix & SLA Breach Handling
    • Review Cadence & Meeting Flow
    • SLA & Monitoring Setup
    • Expansion Opportunity Review
    • Fee Transparency & Billing Process
    • Test Backlog & Experiment Design
    • Quantified Consequence Recap
    • Roles, Owners & Escalation Points
    • Training & First-week Support Plan
    • Claims, Credits & Dispute Resolution
    • Pilot KPI Review
    • Case Study Artifacts & Approvals
    • Success Metrics & Reporting Template
    • Validation & Store Owner Confirmation
    • Risk & Contingency Procedures
    • Decision Rules & Rollout Criteria
    • Operational Contact List & Backup Plan
    • Commercial Next Steps
    • Decision & Immediate Next Steps
    • Finalize Go-Live Timeline
    • Owner Assignments
    • Closing & Recognition
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