By Richard Abbott, Marketing, 12 August 2008, 08:45am

Sainsbury's ban on non-roster field marketing reps 'not fully enforced'

LONDON - Sainsbury's is failing to enforce its controversial decision to ban non-accredited field sales reps from its stores, according to industry experts, leading them to suggest that the grocer could be forced into a rethink.

Earlier this year, the supermarket shocked the marketing industry by calling a halt to unauthorised field sales activity, in protest at reps taking up too much staff time.

Field marketing agencies Cosine and REL won a pitch to become the supermarket's preferred partners, with Cosine tasked with running an accreditation scheme.

This led to fears that other supermarkets would introduce tighter controls on merchandising, discouraging brand owners from investing in field activity. However, industry experts have claimed that the rules are not being rigorously enforced.

Mike Hughes, managing director of CPM and chairman of the Direct Marketing Association's Field Marketing Council, said there were numerous reports of suppliers' reps doing business without an accreditation badge.

Consultant Nick Fennell, managing director of Archway Management, added

that enforcement had been inconsistent. 'Suppliers with the muscle are getting away with more than they should.' He added that the November rush would put a strain on the system, as suppliers competed with festive promotions.

An audit by Cosine showed several suppliers unsuccessfully attempting to buck the system. Cosine managing director Jacqui Sheldon said this usually led to companies seeking proper accreditation.