How High Road Dove Into Demand Data to Navigate the Pandemic
Managing inventory has been difficult for many consumer goods companies during the pandemic, and dealing with frozen foods adds another layer of complexity — Schroeder cites the example of trying to navigate the regional differences of ice cream flavors. With all of the inventory and demand data in one location, the company was able to properly sort it in order to zero-in on the areas of the country in need.
In addition to better managing its logistics and reducing costs, having a unified dashboard has enabled High Road to have more clarity into its sales figures as well.
“On the sales side, we've saved a lot of time when it comes to reporting back to buyers. Whether it’s at the retail level or the distributor level, we're able to gain real-time insights, provide updates [and] analyze trends,” she says.
The visual displays have also been helpful for the non-spreadsheet-loving High Road associates when planning their loads, she notes.
Furthermore, having this digestible data at their fingertips is also going a long way in improving its relationships with retailers. As High Road sells through retailers ranging from single stores to those with thousands of locations, this easy access to data enables the brand to significantly improve its customer service by quickly recommending certain shelf sets and product assortments based on the historical and regional sales data.
For other brands seeking to improve their demand planning during the pandemic, Schroeder is a strong advocate for SKU rationalization whenever possible, as well as developing reasonable order minimums. Coupling these priorities will both help cut down on freight costs while also ensuring distributors and buyers aren’t stuck with too much inventory. Out of stocks, after all, can be killers for both small retailers and consumer goods companies.
Also: Overcommunicate with your retailers, with your distributors and with your teams. “You never want anything to go unsaid. You always want to keep that chain of communication open so that you avoid out-of-stocks at any given time.”