To compete effectively in the retail landscape, this FMCG brand sought a more data driven approach to retail sales. Switching from a competitor to Wiser, the brand aimed to enhance field workflow, integrate data (sales, authorizations, promotions), and implement custom reporting. However, they faced significant challenges in making store-level data actionable, prioritizing efforts around high-void and out-of-stock stores and improving visibility into critical data.
The Challenge: Limited Data Actionability, Prioritization, and Visibility
Without a streamlined system, the brand struggled to analyze individual store data or consolidate it for broader insights. This limited their ability to address performance issues and optimize inventory effectively. The challenge was compounded by difficulties in prioritizing high-void and out-of-stock stores, which held substantial opportunities for sales growth. Additionally, critical data, such as product authorizations and promotions, was communicated through spreadsheets, hindering real-time access and causing missed opportunities in the field.
The Wiser Solution
To address these issues, the FMCG manufacturer partnered with Wiser to implement their Retail Execution Management solution. Key features, benefits, and results included:
- Unified Visibility: Wiser consolidated sales, inventory, and promotional data into a single, unified view, providing the brand with a clear understanding of store-level performance. This comprehensive visibility allowed sales teams to identify high-opportunity products and prioritize their efforts strategically. By having instant access to integrated data on product availability, past sales trends, and ongoing promotions, sales reps could make data-driven, strategic selling decisions in each store. This targeted approach empowered the brand to capitalize on in-store opportunities, align inventory with demand, and ultimately boost sales.
- Real-Time Insights: Wiser’s platform provided real-time intelligence on field activities, allowing the brand to closely monitor visits, sales, and merchandising execution. With real-time updates, the brand could track performance metrics down to the store level, ensuring that reps were focusing on key priorities such as product placement, stock levels, and promotional compliance. This real-time visibility enabled the brand to address issues like out-of-stocks and voids immediately, ensuring consistent product availability. As a result, the brand achieved optimized in-store execution and maintained consistent performance across all locations, which contributed directly to increased sales and customer satisfaction.
- Automated Reporting: Wiser automated the creation and delivery of timely reports, providing the brand with actionable insights without the need for manual data processing. These automated reports highlighted critical trends, performance gaps, and opportunities for improvement at the store level, enabling teams to make quick adjustments to their sales strategies. With instant access to relevant insights, the brand’s field teams could prioritize high-impact tasks and address underperforming areas more effectively. This enhanced agility allowed them to respond rapidly to changing market conditions and maximize the impact of their sales and merchandising activities in a fast-paced retail environment.
Results: Significant Growth and Efficiency Gains
With Wiser’s support, the brand achieved a 71.9% increase in new facings in the first year, a $2M opportunity gap closed by prioritizing and addressing voids, and a 41% increase in new case sales over the last quarter. These results underscore the power of Wiser’s data-driven approach in enhancing store-level sales performance and resource allocation.
Conclusion: The Power of Data in Store-Level Execution
For FMCG brands navigating a complex retail environment, having reliable, real-time data is essential. This use case demonstrates how Wiser’s insights empowered the brand to refine its execution strategy, optimize representative performance, and drive significant growth. With Wiser’s ongoing support, this FMCG brand is well-positioned to stay competitive, responsive to market dynamics, and efficient in resource utilization across its network.
