Boosting business through smart data read

“We chose the right partner in TWC who listened, responded and delivered – we’re all one team and TWC is very much valued within the business as a conduit to achieving forward growth and sales volume”.

Al Gunn, Sales Director Boost Drinks.
Boost Drinks the successful energy, sport and protein drinks brand, is well known for its partner approach to the market with its vibrant and market-led engagement with wholesalers, independent retailers and not least, the consumer.

Pivotal to Boost’s success is the value and focus it places on understanding market forces and reading where opportunities and future growth may be realised that offer ‘win-win’ to all concerned.

According to sales director, Al Gunn, one of the challenges – and frustrations – that the company continually encounters, is that quoted market data is often not reflective of the independent sector of the Convenience channel.  Instead it includes sales for the Retail multiples, skewing performance and perception, which in turn leads to inaccurate measurement for a brand that has committed its marketing strategy to developing its business within the independent sector.  He says:

“One size does not fit all and whilst not all categories and suppliers have such a marked variance on market performance as we do here at Boost, we are not alone on this issue and data companies continually publish data that is wildly unreflective of the real top selling skus in our chosen channel.  It’s a key issue as in most categories there are variances between what sells in the multiples and what sells in cash and carry”.

The solution…  Boost turned TWC and together they set about building a whole new data read to ensure the company is measuring independent performance accurately both for its own internal KPIs but also to help customers understand real trends in their micro-market.

Taking wholesale shipment data from leading wholesalers and Boost’s key accounts, TWC created a single, merged data set for Wholesale’ Energy sales.  This was over-laid with IRI Marketplace data for Symbols and Independents, which means that Boost can identify early trends in Wholesale and see if they flow through to their retail customers.

It also means that the facts reported, are reflective of Independents, not skewed by the Retail multiples or multiple Convenience, so any Channel plans are accurate and relevant to the market.

Gunn concludes:

“Today’s market is about partner working with customers and insight and the provision of relevant channel data is fundamental.  We are proud of the data capture and read we now have, which is market leading and has been transformative in our business.

“We chose the right partner in TWC who listened, responded and delivered – we’re all one team and TWC is very much valued within the business as a conduit to achieving forward growth and sales volume”.

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