The art of retail execution with Lindt & Sprüngli
There’s a difference between having a great product and having a great presence. While the quality of their chocolate is as synonymous with their brand as their famous Lindt Gold Bunny, it’s their discipline that defines Lindt & Sprüngli’s success at Woolworths.
Awarded Woolworths Merchandising Trade Partner of the Year 2025, Lindt has become a benchmark for bridging the gap between a corporate strategy, and the actual shelf. As Andrew McCurdy, Lindt’s National Field Operations Manager puts it, “It reinforces that our approach; meticulous planning supported by strong communication and disciplined execution, truly makes a difference on the store floor.” For Lindt, a successful store visit starts months before an Area Manager even steps onto the floor, treating the Joint Category Plan as a live partnership.
“Disciplined, customer-centric merchandising drives results. Our strategy of combining data, field insights, and tight alignment with Woolworths teams at every level has proven effective at scale,” says McCurdy.
Lina McQuarrie, Woolworths Confectionery Category Manager, concurs; “Having a rolling Joint Category Plan helps us stay focused while allowing us to remain agile as we respond to shifts in customer needs and mindsets. Being strategically aligned but tactically nimble is what makes the efforts behind our partnership translate to the accomplishments delivered through execution. Lindt’s determined in-store focus, leveraging the extremely valuable competitive advantage in their Field Team, is what brings our mutual longer-term plans to fruition in Woolworths stores.”
When asked what enables such a flawless transition from paper to the store floor, Michael Williams, Lindt’s National Business Manager explains it is a two-pronged approach:
Michael Williams
National Business Manager
“First is our planning philosophy – we invest heavily upfront to ensure our team understands not just what to execute, but why it matters, grounded in key shopper drivers and usage occasions. Second is operational discipline: Our field processes, communication, real‑time reporting, and consistent, purposeful store‑visit cycle ensure stores receive high‑quality execution every time. Ensuring we have the right stock in the right store is a focal point.”
Scaling that level of precision across more than 1,000 locations requires a commitment to transparency and consistent communication. Lindt emphasises that open dialogue allows their merchandising team to stay responsive to store needs and adapt to changing conditions.
This is especially critical during major events like Easter, one of the biggest markers on the retail, and
confectionery, calendar. Planning begins up to twelve months out with the Commercial Team, and six months out for the Field Team, to ensure that by the time stock arrives, the execution strategy is second nature.
Lina couldn’t agree more; “Our strong working relationship with Lindt is on full-display during key seasonal events such as Easter or Christmas. Their execution in stores, and commitment to availability, ensures that our strategic efforts meet customer demand when it matters most.
During these peak periods, Andrew’s team has learned to navigate significant logistical hurdles with a focus on flexibility.
“This year’s challenge was the unprecedented volume across both Everyday and seasonal SKUs. Our teams responded with exceptional agility, adjusting display layouts, flexing hours, and working closely with store teams to maintain availability during peak surges.”
Williams adds; “Clear communication from the Buying Team and the Lindt Commercial Team is executed seamlessly through the field, enabling the team to respond with agility and stay aligned to the plan.”
That agility is no doubt supported by the iconic nature of their range, where the aforementioned Gold Bunny is just the beginning. The team employs a variety of tactics to entice seemingly spontaneous splurges, leaning heavily into premium brand cues, colour blocking, and impactful product displays along the shopper’s path to purchase.
“Seasonal storytelling, executed consistently, creates excitement and drives impulse purchasing.”
Even outside of these major seasonal blocks, Lindt maintains momentum by focusing on three core principles:
This disciplined, year‑round approach ensures the category remains well‑presented, well‑stocked, and responsive to shopper demand no matter the time of year. To achieve this, the team has embraced new technologies, noting;
“Advancements in field reporting, active use of available Woolworths sales and stock data, compliance reporting, and tracking of sell-through have been game-changers,” says Andrew.
Looking to the future, these merchandising maestros are already devising new ways to better serve their customers. Andrew added “Within the Confectionery Category, Easter and Christmas remain the two primary volume events, supported by major promotional activity throughout the year. Longer term, Lindt is preparing for the next wave of digital integration across field operations.This will help us stay ahead of shopper shifts and continue to deliver best-in-class execution.” It’s this forward-thinking mindset, balanced with a relentless discipline across an immense field team, that makes Lindt & Sprüngli a true leader in retail execution.
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