Sales Competencies Analysis: Yousef Daghstani Interview

Retail Media Specialist, Panda Marketing Team

Key Business Context

Works in retail media, a new initiative at Panda
Focus on both immediate and long-term sales impact through marketing
Bridges marketing activities with direct sales outcomes
Specializes in in-store and out-store promotional activities

Sales Competencies Analysis

1. Marketing-Sales Integration (High Maturity)

Clear understanding of both short and long-term sales impacts
Dual approach to marketing:
- Immediate impact promotions (e.g., price reductions)
- Long-term brand building (2-4 year horizon)
Quote: "In the marketing team, we make plans so that after 2, 3, 4 years, there is a reflection on sales"

2. Customer Segmentation (High Maturity)

Sophisticated segmentation approach
Specific focus on key demographics:
- Example: "Young professionals" (25-35 years old)
- Understanding of convenience-seeking behavior
Partnership-based targeting strategies
- Example: Saudi Motorsports Company collaboration for young professional segment

3. Cross-Selling and Up-Selling (High Importance)

Innovative approaches demonstrated through:

Digital strategies:
- App-based suggestions
- Search result optimization
- Header displays
- Pop-up notifications
Physical store strategies:
- Cross-merchandising (e.g., milk near cornflakes)
- Strategic product placement
- Gondola displays

4. Sales Forecasting (High Maturity)

Data-driven approach to vendor negotiations
Comparative analysis:
- Historical sales data
- Competitor performance
- Before/after campaign metrics
Specialized forecasting team support
Quote: "Before I go to the supplier, they give me all the details and insights that I need for the forecasting"

5. Solution Selling (High Maturity)

Case-by-case strategic approach
Focus on long-term relationship building
Strategic discounting for future opportunities
Package-based selling strategies
Quote: "Sometimes I make a strategy to sell part of a package because later on I will sell the entire package"

6. Team Collaboration (High Maturity)

Collaborative leadership model
Quote: "Our head always told us that we are all decision makers and we are all leaders in the team"
Strong integration with other departments
Shared decision-making approach

7. Commercial Messaging (High Importance)

Key strategies include:

In-store activation areas
Floor displays
Gondola placements
Strategic branding
App-based marketing
Partnership marketing

8. Sales Support Tools (High Maturity)

Comprehensive data analytics support
Vendor performance tracking
Sales history analysis
Competitive analysis tools
Market insight tools

Key Strategic Approaches

1. Retail Media Innovation

Integration of traditional and digital marketing
Focus on immediate sales impact
Strategic placement and display
Partnership development

2. Data-Driven Decision Making

Use of historical data
Competitive analysis
Performance tracking
ROI measurement

3. Customer Experience Enhancement

App optimization
Convenience focus
Strategic product placement
Cross-merchandising

Key Initiatives

1. Digital Integration

App development and optimization
Search function enhancement
Personalized suggestions
Digital promotions

2. Physical Store Enhancement

Strategic display placement
Cross-merchandising optimization
Gondola utilization
Activation areas

3. Partnership Development

Strategic brand partnerships
Event collaborations
Vendor relationships
Cross-promotional opportunities

Notable Success Strategies

1. Gondola Strategy

Premium placement utilization
Success story with Saudi Snacks
Strategic brand positioning
Sales impact measurement

2. Vendor Negotiations

Data-backed approach
Long-term relationship focus
Strategic discounting
Package deal structuring

Innovation Focus

Retail media development
Digital-physical integration
Partnership marketing
Customer experience enhancement
Strategic merchandising

Recommendations for Improvement

Further development of retail media metrics
Enhanced digital integration
Expanded partnership programs
More sophisticated cross-merchandising strategies
Advanced ROI tracking systems

Notable Quote

"When you go to the supplier with knowledge, it's not like you go in without knowledge. When I know the knowledge that the supplier has 5 brands, and one of his brands is not doing well, I go in and tell him you have to do a promotion for this thing."

Analysis Summary

This analysis reveals that Panda's retail media initiatives under Yousef Daghstani demonstrate particular strength in marketing-sales integration, customer segmentation, and data-driven decision making. The approach shows innovative thinking in combining traditional retail principles with modern marketing techniques, while maintaining a strong focus on measurable sales outcomes.