Although Mercata VT has only been operating under its current name for four years, we have amassed over two decades of successful experience in the distribution business, says Mercata VT Logistics Director Željko Salatić
Speaking in this interview for our magazine, Mercata VT’s logistics director reveals that adapting services to the specific needs of the market is one of the key challenges in the distribution sector. He explains that Mercata VT invests constantly in innovations and technologies, enabling a high level of service with attractive offers.
How did the synergy between Veletabak and Mercata come about?
— Mercata VT was formed through the strategic consolidation of Veletabak and Mercata, two companies with a long tradition in the distribution of tobacco products and fast-moving consumer goods (FMCG).
Many years of experience contributed to the smoother integration of resources and corporate cultures, allowing the best practices to be preserved and developed. We created an environment in which employees can build an even stronger collective with their shared knowledge and experience. The combined resources optimised processes, increased operational strength and improved collaboration with principals and customers, further strengthening our competitiveness on the market.
Your delivery time is 24-48 hours, thanks to your four distribution centres and an in-house fleet of over 140 delivery vehicles. How many sales points do you supply?
— Mercata VT operates four distribution centres, with over 20,000m² of warehouse space and a fleet of 140 vehicles, allowing us to supply more than 17,000 points of sale across Serbia. With over 65,000 deliveries per month and a high on-time delivery (OTD) rate, we offer fast and reliable delivery within 24-48 hours. The integration of digital tools for real-time delivery tracking allows for better process control and more transparent services.
You are the leading tobacco distributor in Serbia, and within your FMCG portfolio you collaborate with partners who hold leading positions in their categories. Is it true that some of them have been with you for over 20 years?
— As the leading distributor of tobacco products in Serbia, Mercata VT builds long-term relationships with partners who hold leadership positions in FMCG categories. Our product range has expanded and now includes various product categories, such as tobacco products, food, chemicals, medical supplies and pet food. We work with more than 60 principals, some of them have been in our portfolio for over 20 years.
This long-term collaboration is based on mutual trust and strategic development, allowing us to respond efficiently to market needs and provide the best services to our partners. In addition to standard distribution, we offer 3PL and VAS services, including packaging, labelling and product customisation.
You believe that the status of a reliable partner and market leader is built through constant improvement of work processes and clearly defined goals. Could you elaborate?
— Mercata VT invests continuously in advanced technologies and innovations in order to stay ahead of trends and improve its operations. By combining external and internally developed software solutions, we optimise key business processes, thus increasing efficiency, reducing costs and ensuring a high-quality service. Our current priority is a project focused on the automation of warehouse operations for cigarettes, with a focus on optimising and complying with the regulatory Track & Trace system. Implementation reduces the need for manual work and introduces the latest technologies, including RF scanners and roller conveyors, enhancing logistics efficiency and providing complete control over the movement of cigarettes through the supply chain while ensuring compliance with relevant laws.
With over 65,000 deliveries per month and a high on-time delivery (OTD) rate, we offer fast and reliable delivery within 24-48 hours
Mercata VT has gained significant experience in the Track & Trace system through the longstanding operations of the Veletabak company in Croatia, where cigarette tracking (TPD) is a legal obligation. This experience allows us to apply best practices in Serbia, ensuring a high level of compliance and operational efficiency. By integrating new technologies, we maintain a high level of reliability and speed, which are crucial to distribution. We aim to continue expanding our portfolio, strengthening the supply chain and adopting modern solutions and service innovations to maintain competitiveness and ensure sustainable growth.
In addition to business goals and results, you pay great attention to employees, sustainability principles and community development. Why are these elements important to you?
— We are committed to creating a safe and stable working environment, fostering both personal and professional development for our employees, while providing equal opportunities and valuing initiatives. This is our path to success. Internal recommendations, as the dominant recruitment channel, and a low employee turnover rate confirm our dedication to employee satisfaction.
Mercata VT is committed to sustainability through responsible business practices that include concrete steps to reduce negative environmental impacts. We are implementing green initiatives, such as reducing CO2 emissions and improving recycling, along with educating employees on safe work practices. Our fleet is part of our green logistics strategy, which includes optimising transport routes and ECO driving training, directly reducing our carbon footprint. As a socially responsible company, we actively participate in humanitarian actions and donations. This integrated approach allows us to increase our business success while having a positive impact on society and the environment.
Digitalisation, automation and artificial intelligence have changed logistics and distribution significantly. What’s next?
— Digitalisation and automation have already redefined the way distribution operates, but they are just the introduction to what’s to come. The integration of artificial intelligence (AI) and machine learning is becoming essential to decision-making and operational optimisation. Automated solutions improve the precision, speed and efficiency of supply chain processes, while AI assists management in making strategic decisions based on complex data analysis.
Although automation brings numerous benefits, it faces challenges in more complex operations, where the human role will remain key. A successful synergy between technology and human skills ensures sustainability and progress in logistics processes.