2015 Customer Management Award Winner
Customer Management Award
Frito-Lay North America
PepsiCo’s Frito-Lay brand deployed an advanced analytic trade optimization solution to reduce unprofitable trade promotion spend by up to 50 percent in major accounts. This allowed for an increase in employee productivity and an increase in revenue and profits for the Frito-Lay North America division – a $14 billion organization. Frito-Lay is now able to analyze the incremental lift on promotion spend by price points being set, merchandizing activity selected and the timing of the promotion being run, while looking at the effect of all of this against the entire category portfolio.
As a result, Frito-Lay is leveraging the advanced predictive capabilities provided by Demantra’s Predictive Trade solution to create promotion calendars that factor the impacts across its portfolio of products, as well as industry leading capabilities to factor impacts across competitive products. The company is now leveraging these insights to plan more effective offers to consumers, which in turn drives higher volume and profit picture to the retailer and Frito-Lay. In turn, this forecast has been used to drive the demand within the supply chain providing alignment of integrated business planning yielding to higher accuracy of the product to demand.
FINALISTS
Kellogg Company
Kellogg implemented a Flowfinity mobile solution for measuring and managing the performance of its field team of 3,000 merchandisers that cover 22,000 retail stores in the United States. This allows sales team managers to efficiently communicate priorities, evaluate, train and improve the performance of the merchandising team in line with the company’s “Perfect Store” objective. Merchandiser performance is analyzed in weekly, monthly and quarterly reports to deliver performance metrics and help ensure retail execution excellence.
Keurig Green Mountain
Keurig Green Mountain successfully managed the introduction of its new brewer using Orchestro’s Tango platform. The company has also continued to manage and analyze demand for a range of its products to ensure consistent availability for the retailer customer, and the ultimate consumer. Working with its client and retailer buyer, a series of custom reports were developed to use for the launch, where the platform provided visibility and planning assistance to monitor activities during the launch period through multiple reports run on a daily/weekly basis.
WhiteWave Foods
WhiteWave Foods engages with customers through Facebook and Pinterest using custom landing pages to allow them to share experiences. WhiteWave uses MyWebGrocer’s Ad2Gro solution to promote new products and packaging on its site. After a recent Horizon Snacks campaign went live the company saw click through rates as high as .71 percent with conversion rates rising to above 90 percent. Through videos, recipe options and coupons, WhiteWave has found a way to socially engage within the plant-based natural foods community.
Wyeth Nutrition (Nestl)
Wyeth Nutrition partnered with TABS Group to develop a global business intelligence service; a multi-country sales database and analytic reporting tool, so successful that it has expanded into its parent company (Nestl). This saves Wyeth personnel weeks of effort in terms of data aggregation as well as reporting. Global market performance metrics are available to Wyeth senior management weeks ahead of previous methods, which is now giving them a heads start on identifying opportunities and understanding competitive actions.