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In 2012 a decision was taken to introduce a Sales Force – since we are the only business operating in the ‘bottom end’ or Out of Home Channels, we have a store universe, we have actual transactional data, per store, per sku for our clients – ergo it made sense to analyse the gaps, and offer a subsidiary sales service that ensures all products are on shelf as per planogram / Key Account Listing / Strategic requirements of clients. We started gap-IT. Our philosophy is to Plug the Gaps – using IT.