Sales Competencies Analysis: Reduan Attalab Interview

Head of Textile and General Merchandise, Panda

Key Business Context

• Extensive experience in non-food retail across Morocco, UAE, and Oman
• Current role focuses on textile and general merchandise categories
• Manages complex sourcing and merchandising operations
• Deals with seasonal planning and long-term inventory management

Sales Competencies Analysis

1. Account Planning (High Maturity)

• Structured approach to planning at multiple levels:
  • Regular range development
  • Supplier selection and management
  • Category depth planning
  • Seasonal planning (6 months advance for major seasons)
• Quote: "No sales can happen, no profit can happen - nothing can happen without proper planning"

2. Resource Planning and Execution (High Maturity)

• Comprehensive planning calendar
• Six-month advance planning for long seasons
• Three-month planning for normal execution campaigns
• Structured approach to:
  • Financial objectives
  • Marketing calendars
  • Sourcing strategies
  • Event planning (Ramadan, outdoor seasons, winter, Christmas)

3. Vendor Management (High Maturity)

• Monthly vendor evaluation meetings
• Comprehensive vendor files including:
  • Stock levels
  • Sales performance
  • Profitability metrics
  • Service level criteria
• Regular annual visits and contract meetings

4. Market Knowledge (High Maturity)

• Deep understanding of regional retail dynamics
• Clear differentiation between food and non-food retail challenges
• Recognition of sourcing complexities:
  • Example: "The rice is always available, milk is always available, chicken is always available. But you won't find a frying pan all the time"
• Strong grasp of seasonal impacts on business

5. Customer Insights (High Maturity)

• Dedicated insights department under marketing
• Regular customer surveys
• Multiple feedback channels:
  • Operations team feedback
  • Sales representative observations
  • Customer journey analysis
  • Display effectiveness monitoring

6. Cross-Selling Strategy (High Importance)

• Strategic display planning
• Focus on customer experience
• Understanding of impulse purchasing behavior
• Quote: "It provides a good reminder to the customer and gives synergy between food and non-food"

7. Performance Measurement (Medium Maturity)

• Different approaches for different categories:
  • Qualitative metrics for general merchandise
  • Specific targets for electronics
• Focus on customer service quality over pure sales metrics in non-food
• Regular performance reviews

8. Talent Management (Medium Maturity)

• Emphasis on commercial flair in recruitment
• Two-tiered training approach:
  1. Official process training
  2. Experience-based knowledge transfer
• Focus on flexibility and creativity in talent acquisition
• Recognition of specialized roles (e.g., sourcing)

Key Strategic Approaches

1. Differentiated Retail Strategy

• Modern retail approach combining:
  • Massive displays for impact
  • Category management solutions
  • Technology integration
  • Customer experience focus

2. Seasonal Management

• Complex planning cycles
• International sourcing strategy
• Post-season analysis
• Early preparation for major seasons
  • Example: Planning next Ramadan immediately after current season

3. Customer Experience

• Focus on creating appropriate ambience
• Strategic display planning
• Integration of technology where relevant
• Balance between mass display and organized planograms

Key Challenges Identified

1. Complex Sourcing Requirements

• Long lead times for international sourcing
• Multiple source markets (China, Turkey, Egypt)
• Need for advance planning
• Stock availability challenges

1. Seasonal Planning Complexity

• Six-month advance planning requirement
• Multiple market considerations
• Weather impact on sales
• Regional variations

1. Technology Integration

• Varying needs across categories
• Focus on electronics division
• Balance between traditional and digital retail
• Customer experience enhancement

Innovation Focus

• Modern retail display techniques
• Customer experience enhancement
• Technology integration where appropriate
• Strategic sourcing development
• Market adaptation strategies

Strategic Differentiators

1. Modern Trade Approach

• Balance between mass display and organized presentation
• Focus on customer experience
• Integration of technology where relevant
• Strategic category management

2. Planning Excellence

• Detailed advance planning
• Multiple planning horizons
• Seasonal consideration
• Regional adaptation

3. Customer Centricity

• Regular feedback collection
• Experience focus
• Service quality emphasis
• Adaptation to customer needs

Recommendations for Improvement

1. Enhanced technology integration across categories
2. Strengthened talent development programs
3. More automated planning tools
4. Improved sourcing efficiency
5. Enhanced customer feedback systems