CGT Inside News - 3/22/2006
Cadbury-Schweppes Locates Retail Benefits
By Tim Clark, Editor-in-Chief, [email protected]
March 22, 2006 - The area of location information management (LIM) is an overlooked data segment that a rising number of consumer goods firms are trumpeting as a vital enabler to gain competitive advantage. Companies such as Cadbury-Schweppes are beefing up their IT infrastructures, business applications and internal procedures in order to leverage LIM data across multiple touch points.
Cadbury-Schweppe's U.S. Direct Store Delivery business for beverages requires accurate timely information regarding retailer locations to ensure accurate franchise information and seamless delivery of price information in advance of delivery. Prior to the company's implementation of LIM provider TDLinx, sales personnel were required to obtain retailer store lists, often hard copy, which were then manually input into the company's system. On average, store location information for retailers was updated twice a year at that point.
Today, Cadbury-Schweppes receives monthly data feeds from TDLinx, which is mapped to the company's legacy system and initiated to update the location information in an automated fashion. "For the vast majority of our convenience and grocery retail chains, we no longer have to collect store lists from our sales teams, and have location information that is updated monthly," says Kevin Dooney, vice president, sales technology, Cadbury-Schweppes. "We have used the data along with Spectra to increase our understanding of consumer behavior in a store to help our customers make more informed category and customer marketing decisions in the future."
To read this story in its entirety, keep an eye out for the latest edition of "What's In Store" in the April issue of Consumer Goods Technology.
[PRINTER FRIENDLY VERSION]
By Tim Clark, Editor-in-Chief, [email protected]
March 22, 2006 - The area of location information management (LIM) is an overlooked data segment that a rising number of consumer goods firms are trumpeting as a vital enabler to gain competitive advantage. Companies such as Cadbury-Schweppes are beefing up their IT infrastructures, business applications and internal procedures in order to leverage LIM data across multiple touch points.
Cadbury-Schweppe's U.S. Direct Store Delivery business for beverages requires accurate timely information regarding retailer locations to ensure accurate franchise information and seamless delivery of price information in advance of delivery. Prior to the company's implementation of LIM provider TDLinx, sales personnel were required to obtain retailer store lists, often hard copy, which were then manually input into the company's system. On average, store location information for retailers was updated twice a year at that point.
Today, Cadbury-Schweppes receives monthly data feeds from TDLinx, which is mapped to the company's legacy system and initiated to update the location information in an automated fashion. "For the vast majority of our convenience and grocery retail chains, we no longer have to collect store lists from our sales teams, and have location information that is updated monthly," says Kevin Dooney, vice president, sales technology, Cadbury-Schweppes. "We have used the data along with Spectra to increase our understanding of consumer behavior in a store to help our customers make more informed category and customer marketing decisions in the future."
To read this story in its entirety, keep an eye out for the latest edition of "What's In Store" in the April issue of Consumer Goods Technology.
[PRINTER FRIENDLY VERSION]