In omnichannel retail, every channel counts, but not all channels get the attention they deserve. That was the case for a national food and beverage brand in the Snacking category. While its Drive (click-and-collect) channel accounted for just 1–2% of revenue, the brand saw clear opportunity: regain lost ground and recover +2 points of distribution.
The challenge? Doing more with less, without overwhelming already-stretched field teams.
The Problem: Data-Rich, Action-Poor
The brand already had access to rich data—but its teams struggled to turn that data into results. Key challenges included:
- Tool complexity: The platform in use required too much manual processing, slowing decision-making and frustrating users.
- Low adoption: Field and sales managers found the interface cumbersome, leading to inconsistent usage and a lack of shared visibility.
- Lack of focus: Too many unprioritized indicators made it hard to understand where to act—or which stores and SKUs to focus on.
Despite best efforts, the Drive channel was falling short of its potential.
The Shift: Refocusing on User Experience & Drive Performance
To reverse the trend, the brand partnered with Wiser Solutions to rebuild its Drive channel strategy around three core ideas:
- Clarity: Simplify the user experience so teams can access insights without wasting time processing data.
- Focus: Prioritize the right stores, banners, and SKUs based on clear opportunity signals, not guesswork.
- Ownership: Make Drive performance a regular, actionable part of weekly routines for field teams and sales managers.
Expected Results: Time Saved, Distribution Gained
By streamlining tools and zeroing in on the most operational levers, the brand expects to see tangible results for both its teams and Drive performance:
- Significant time savings in data analysis and communication—allowing teams to focus more on action than processing.
- Improved field efficiency, thanks to a clearer, more structured Drive strategy built around high-potential stores and priority SKUs.
- Greater data ownership by commercial teams, with insights that are easy to interpret and apply.
- Stronger visibility in key Drive banners through more proactive, data-driven execution.
- Smoother promotion tracking, with better visibility into planned activity and faster identification of execution issues.
Final Thought: One Channel, Big Potential
What began as a modest effort to regain distribution turned into a full-channel reset—with the potential to unlock not just revenue, but team efficiency, alignment, and long-term growth.
The Drive channel might be a small piece of the pie, but with the right data, focus, and tools, it can punch far above its weight.
