To have control over the data, that’s amazing
Case Study | Retail | Food & Beverages
Leading global group in the dairy industry, manages to keep an exhaustive control of its prices, promotions, availability, brand visibility, and audit the retail media on a daily basis and at the highest granularity.
1. Challenge
Managing a huge territory, with supermarkets from several retailers in many different regions, can become very complicated, even more so if you don’t have direct visibility of all distributors. This results in hours of manual work, loss of focus for the sales team, or excessive investment in market reports from large consulting firms that would be drastically reduced with the use of a Business Intelligence platform that provides geolocated, accurate, and actionable information in real time.
The company started using flipflow with the main objective of having information per store in the different retailers in a large Latin American country, to control pricing, promotions, product availability or brand visibility and all this compared to its main competitors. When handling different product categories, regions and levels of distribution, having accurate information up to date is impossible manually and without technology.
2. Solution
Prices, promotions and stocks per store of each distributor
The leading global group in the dairy industry is working with flipflow to gather daily information at retailer and store level on what is happening with its products and brands. This information is used to monitor:
- Channel-by-channel and store-by-store pricing and promotions validating that their policies are complied with.
- Availability of each product per store to avoid losing sales due to stock-outs.
- Lack of assortment so their commercial teams can act and maximize sales.
- Competitiveness in its categories by region with its main competitors.
Audit of Retail Media agreements
In addition, thanks to the use of flipflow’s market analytics platform,they also moderate their advertising distribution and the visibility of their advertising actions in each category in which they compete within the dairy market. With flipflow they contrast the banner campaigns or sponsored products that they negotiate with their distributors on a daily basis, even having screenshots of each ad, in addition to monitoring the digital point-of-sale advertising of each of their competitors.
Market share control with Share of Shelf and Share of Search
They can monitor and verify brand visibility in each category and each search within their distributors, and even at the SKU level, as well as obtain dynamic and comparative analyses that allow them to see what competing brands are doing. Thus, they take actions in marketing and sales to improve online and offline sales.
3. Results
Since the implementation of flipflow, the leading group in the dairy industry has experienced a remarkable improvement in revenue and speed of sales, as they are able to restock on time. They now have access to real-time information that was previously impossible to manage manually.
The use of flipflow has also helped to control channel conflicts by reviewing the promotions retailers use and whether or not they comply with their pricing policy.
On the other hand, they also use flipflow’s platform to carry out an exhaustive control of retail media, or advertising distribution, in the categories in which they compete in the market and for all the keywords that are key in their sector. By doing so, they are able to improve their visibility and remain leaders in the dairy industry.
100% retail media control
1.4% increase in sales
-46% time to restock
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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.”
