A² Category Analytics and data driven approach in retailer cooperation brought fivefold increase in ice cream sales
The FMCG company makes some of the best-known international brands in the fields of nutrition, hygiene and personal care. In Estonia, they sell over 30 different brands, all international. In order to manage product categories more efficiently, excel in product launches and increase store coverage and product count, they took A² Category Analytics tool in use during autumn 2019. The real acid-test for the tool started, when they were getting prepared for the joint business planning session with Coop Estonia to plan 2020 summer’s ice cream lineup. Before presenting the novelties and coming up with the proposal, they wanted to fully understand the market trends and the relevant insights. They also wanted to understand what they are able to gain by including advanced analytics to their everyday processes and cooperation with Coop.
To maximize the impact of A² Category Analytics from the very beginning, they partnered up with Analyse². Cooperation covered validation of hypothesis, shared workshops and joint action planning. The end result was a well argumented proposal to Coop Estonia to increase store coverage across the chains, increase the product count and deliver a carefully planned, successful brand refresh including launch of a local brand. The thorough work, analysis and proposals that were based on facts, aiming to help Coop to grow the entire ice cream category were well-received and highly appreciated by Coop Estonia.
The end result was a well argumented proposal to Coop Estonia to increase store coverage across the chains, increase the product count and deliver a carefully planned, successful brand refresh including launch of a local brand.
Although the busiest ice cream season is still ongoing, the clear improvement in the results was visible already in the beginning of the summer season. The FMCG company has been able to increase store coverage and increase in household count proves that new shoppers have been brought to their brands. High store coverage has been reached for this summer’s novelties and campaigns have reached top results: sales has gone up over 500%, ticket count over 600% and household count over 70% compared to previous period. The shift of sales for single-pack ice creams also indicates that the carefully planned brand refresh and launch of a local brand has been successful and high repurchase rates prove that shoppers have adopted the new products well.
The pilot actualized the high return on investment that the solution can bring to their operations.
The A² Category Analytics pilot in the end of last year was highly successful. Starting from this year, the data-driven approach and the learnings have been deployed across all the categories. The joint workshops and action planning together with Analyse² in the beginning worked as a true kickstart for the use of the tools. In addition, the pilot actualized the high return on investment that the solution can bring to their operations. Now the easy-to-use solution is a central tool in all internal planning as well as joint business planning with the retailer.
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