Getting the most out of information
Case Study | Retail | Food & Beverages
Leading manufacturer of vegetable juices and smoothies shortens new product research cycles and increases margins within 6 months of flipflow implementation by fully controlling its customers.
1. Challenge
In many instances, category managers still conduct market research and identify customer consumption trends by studying assortments manually. This has an impact on working hours that could be significantly reduced with the use of a market monitoring and analytics platform. This platform provides accurate, granular, actionable, real-time product information on exactly the types of products they need.
The company started using flipflow under the main objective of having information about the products manufactured by them (prices, promotions, quantities, positioning on digital shelves and availability) on a constant basis. Also to study the novelties that compete with their products, reduce manual work, innovate and have better arguments for negotiations with their customers.
2. Solution
Category monitoring, reducing work for category managers
The juice, smoothie and vegetable drink brand is working with flipflow on monitoring its categories at major retailers in the UK and Spain. This data is used by category managers in both countries, who no longer have to monitor products manually, saving hours of work. In addition, they also have a detailed argumentation to negotiate better sales conditions. Category data is also used by the innovation department to research new products and launch them.
Weekly performance reports
In addition, thanks to fliplow’s market analytics platform, they also obtain well-structured reports that inform them, product by product, of their performance in the monitored retailers, and they keep a weekly analysis of the trends and novelties with which to compete.
Studies by price, ingredients and product type
Another use of the platform is to carry out price per liter and price per gram studies according to ingredients and product typology in order to have accurate market information for innovation or entry into competitive tenders.
3. Results
Since the implementation of flipflow, the leading manufacturer of juices, smoothies and vegetable drinks has experienced a significant decrease in manual labor hours for its category managers.. They now have access to real-time information that was previously impossible to manage manually.
The use of flipflow has also shortened research cycles for new products. Thanks to this research, new products are launched, resulting in a wider assortment and, therefore, higher revenues.
The increase in revenue obtained has strengthened the company’s negotiation conditions with retailers. In addition, they have daily updated and historical data on prices, quantities and promotions, integrated with their sales team’s CRM, for greater operational efficiency.
Manual labor
Research cycles
Sales revenue and better purchasing conditions
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“Flipflow allows us to react from the sales department and ensure our offer in all channels by having our assortment available and without stock-outs in any postal code in Spain. Its daily use ensures that we don’t lose sales due to stock and assortment shortages.”
“In our case we analyze the products of our categories in 45 retailers in 9 countries to have quality information that we use in competitive manufacturing trends for customers, knowing the average price per gram of many products per country and we also detect potential winner products to add to our offer”.
“We have really noticed the improved control over our recommended prices. Manually it was impossible to maintain a price corridor on so many online channels and that brought us a lot of friction. Now we detect unauthorized sales and sellers on marketplaces that cause us conflicts with our customers.”
“We can analyze our own and competitors’ price movements on a daily basis and have improved our revenue by adjusting prices on a daily basis in terms of pricing and promotional strategy.”
“This is definitely the future of retail. Flipflow gives us an improvement in the quality and structure of the information and considerable savings over traditional market research from well-known consulting firms that sell aggregate data without detail including information we don’t need.”
“Flipflow is core to us in setting prices on a daily basis for more than 60,000 SKUs and maintaining our automatic repricing system in a very competitive industry.”
