Hypertrade upbeat over post-flooding consumption boost

The Thai market is quite dynamic in shopping and people still have a very positive mindset despite the flooding, CEO Frederic Etienbled said yesterday.

"I’m quite confident that local retailers will quickly find ways to overcome the flooding difficulties. It will lead to a fast recovery of the retail industry," he said.

Etienbled founded Hypertrade Consulting in Bangkok in 2005. He is a former executive at Carrefour, the French retail giant, with 16 years experience in the retail business.

He said that when the flooding took hold, many major retailers had for instance started to import necessities such as drinking water to ease local shortages.

Many retailers also cut the number of brochures and promotions being delivered, turning their efforts to providing assistance to their staff and the community.

"The current floods are a tragedy, and I share the pain of all those people affected. I am also very confident that Thai people and businesses will find the opportunities in these challenges for a better common good," said Etienbled.

He added that brands and retailers had been following the right strategy in helping staff and flood-hit communities.

"It’s amazing how much they are doing the right thing, that is, to help their staff and the local community, and they should keep on doing these good works. At a time of difficulty, we need to help each other and get through the crisis together. What local retailers are doing very well at this time is all about shoppers and what they [retailers] are doing for the environment," said Etienbled.

He said that during the flooding, the main focus of retailers is not to keep in touch with clients or make a profit, as helping the community becomes their first priority. They will look at shoppers’ perspectives on how stores can help them, not least in regard to accessing necessities.

Among brands and retailers, they would know exactly who are their true friends, he added.

"After the floods recede, we will see suppliers and retailers working together quite closely to ensure they can supply products to their clients more effectively," said Etienbled.

Meanwhile, Hypertrade Consulting yesterday announced the launch of a new service in Thailand, Vietnam and Burma to help consumer-product companies close skill gaps between managers and front-line sales people, and to fill relatively untapped markets for field sales representatives.

"Our consulting and training experience in Asia has told us that there is a missing link between strategic planning at the executive level and field execution by front-line sales people," said Etienbled.

"Most business training courses available in the market today are designed for mid-level executives, but very few for people who actually go out and make or break deals with clients," he added.

The Hypertrade Sales and Retail Institute seeks to fill Asia’s market needs for action-oriented training for front-line sales representatives, particularly those who make frequent, direct contact with store owners, store managers or purchasing managers.

It is the latest extension to an array of niche in-store research and training services that Hypertrade Consulting has offered to consumer-product manufacturers to grow businesses and connect with partners and customers more efficiently, said Etienbled.

"Managers everywhere in the world want the same thing – commercial field teams that run the business as if it were their own, can reinforce the business fit with their customers and focus on delivering a differentiating value.

"Our continuous progress in Asia is very encouraging and reinforces the fact that good sales principles are universal and that our method delivers tangible results," the chief executive said.