Customer Case Raisio: Harnessing data and analytics to improve efficiency, reliability and profitability
Raisio is a Finland-based FMCG company specializing in healthy, responsibly produced food and ingredients. They have several strong brands, like Beanit®, Elovena® and Benecol® that are part of everyday life in millions of households internationally.
For Raisio utilizing data and analytics efficiently is important when actively looking for new ways to stay at the forefront with commercial capabilities. Taking the commercially launched A² Trade Promotion solution to use is a continuation of a successful co-development project, which Raisio was part of during 2021.
Like for most FMCG companies, marketing campaigns and trade promotions form one of the most significant cost elements for Raisio. Utilizing data and analytics more efficiently to improve return on trade promotion investment and transparency across the company are the capabilities Raisio has been looking for.
“We see commercial value in harnessing and utilizing data and analytics in new ways, and A² Trade Promotion is expected to further improve our commercial plans going forward,” says Olavi Erkinjuntti, Director, Northern Europe at Raisio. “We see that the possibility to avoid sub-optimizing is a great advantage. When all the campaign data is managed within one solution, it’s easy to evaluate how the budget should be allocated.”
We see commercial value in harnessing and utilizing data and analytics in new ways, and A² Trade Promotion is expected to further improve our commercial plans going forward.
The possibility to analyze both chain-level and store-level campaigns at the same time is a valuable improvement. Understanding the true effectiveness and profitability of different activities will allow us to optimize budget allocation.
While serving management with informative dashboards and analysis tools that help ensure efficient resource allocations, A² Trade Promotion supports key account managers and sales managers in their everyday work: discovering the best-performing products and prices for campaigns, improving the accuracy of demand estimations, and identifying the best retail chains for campaigns. All the data, that is needed for post-event analysis and promotion planning is in the same place to ensure maximum convenience for the user.
Kimmo Surakka, Key Account & Field Sales Manager at Raisio, emphasizes the benefits of data as the guiding element. “When data is driving the decision-making also for trade promotions, it does not only increase transparency but also improves the reliability of the process; decisions are not dependent on anyone’s personal views. The solution enables anyone in the organization to draw unbiased conclusions from the data.”
The cooperation with Analyse² has been supportive and Raisio’s wishes and needs have been heard, continues Surakka. The goal has been clear for both to ensure the solution is able to meet the needs Raisio has for analyzing and optimizing the trade promotions efficiently, reliably, and profitably.
Raisio is an international company, with headquarters in Finland. In Raisio’s products, the focus is on well-being, good taste, and sustainable development. Raisio has several strong brands, of which many are plant-based. The strongest brand on the Finnish market is an iconic oat brand Elovena®, which is also counted among the TOP 10 brands in Finland.