Specific projects and initiatives


Project 2: Tackling reducing customer numbers and sales decline (Financial Year 2005 / 2006)

Thorntons customer numbers were falling. In an effort to drive sales and brand awareness, external sales* were implemented across 180 stores, contributing £800k in 2005/06.

*External sales are defined as those sales obtained by identifying opportunities to sell our products direct to the customer (e.g. through small local businesses who may wish to purchase Christmas gifts for clients).

This was achieved by engaging and enabling the area business managers, setting realistic targets, and giving them the tools to assist both themselves and their store teams. Additionally, ‘Chocolate Parties’ were introduced whereby a regional champion would connect with a corporate business to present ‘the facts and fun of chocolate’. An external sales guide was also produced and individual targets set at store level.