Case Study_Burgess Petcare


Burgess Petcare are one of the UK’s leading pet food manufacturers catering for the country’s top nine most popular pets including dogs, cats, rabbits, guinea pigs, chinchillas, hamsters, gerbils, rats and ferrets.

Using the nutritional expertise from their in-house vet, the Burgess family produces the finest quality, wholesome animal feeds containing natural and locally sourced ingredients.

Business need

We serve 3,000+ independent specialist pet retailers via a wholesaler network of 4 national wholesalers and 5 regional wholesalers. We sell, market & support these retailers with 6 dedicated territory sales managers that cover the whole of the UK (excluding NI). One of the challenges was we had no way of measuring:

  • the sales team’s performance in terms of taking transfer orders for the wholesalers
  • their number of calls visited per day
  • the effectiveness in-store

Our auditing requirement was in two parts; a detailed ‘entry’ and ‘exit’ audit based on what products were stocked, how they were merchandised and if pricing was in place for our drive lines (i.e. what the territory managers were selling that visit) resulting in a ‘before’ and ‘after’ measurable view of their performance. And a less detailed overall distribution audit based on the total number of individual products listed by store so we could see our percentage distribution at any given time.

How Gold-Vision addressed the challenge

Gold-Vision worked closely with us to modify and adapt their CRM system to give us a tool to not only manage our customers in the traditional CRM required way, but to also give us a unique way of auditing each store and taking a transfer order (an order taken by us but supplied by one of our wholesalers).

Burgess-Petcare_puppy and dog bowl

CRM requirements

  • Customisable system
  • Gold-Link API
  • Centralised database

  • Reporting


Our CRM now makes a world of difference

Gold-Vision delivered on all of our requirements and more. We now have a fantastic ‘one stop’ tool for the capture and management of our customers, a highly valuable database of what our customers are stocking and how well they are presenting our products in-store, and a great management tool for our sales people which is used in conjunction with our car trackers and internal admin to build a complete picture of what they are doing and achieving.

Burgess Petcare_Rabbits

What’s next for us

We have now integrated Gold-Vision with our website to allow a ‘store’ look up facility by individual SKU and we have yet to tap into the many other functions of Gold-Vision. We’re specifically looking at targeted email campaigns with Gold-Vision Connect, Facebook and Twitter communication and measurement, and using CRM as a tool to manage our consumers. All of which I am sure will come in time as we continue to use Gold-Vision and build our database.

What can Gold-Vision do for your business?

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