Symington’s – a brand building and manufacturing business from Leeds – has appointed insight specialists, TWC, to analyse and interpret its sales performance in order to give the brand’s marketing and CRM teams additional insight to help them develop the forward sales trajectory across wholesale channels. Lisa-Jayne Hanson, Convenience and Wholesale Controller for Symington’s reinforces that Symington’s is pushing for growth, looking to its brands to innovate and upsell in every market that the company operates in. She explains that TWC understands the business and provides the insight level Symington’s is looking to achieve in order to take its brands forward into a new era of growth and development: “The Symington’s label is synonymous with making great food simple” she says “and we are underpinning that simplicity into our thinking.” “Our marketing is increasingly based on insight and interpretation, and how our existing (and extensive) data is physically read and analysed and of course, how this is then applied back into the business. And this analysis is what TWC does so well. For me – I work in the ‘here and now’ and TWC gives me valuable forward thinking through its knowledge and interpretation of the wholesale shipment data we purchase. “We want to be ahead of the game and lead from the front in our market categories and increasingly, we are finding that relevant insight, all gained from market data, is key to success and delivering increased ROI”. “For example, TWC’s insight generated £1.4m in new sales for me via one piece of analysis that my team used to gain a significant new listing for our NPD”. Tanya Pepin for TWC says: “Symington’s is looking to increase its presence in wholesale and build on a renowned stable of heritage brands alongside fresh innovation and penetration into new categories and branded licensing partners. “Through intensive evaluation of its sales performance alongside reviews of competitor activity, the Symington’s team is now able to see where volume and pull-through has increased (or declined), and how Promotions are positively impacting distribution and rate of sale to gain traction in highly competitive Categories. “The enhanced visibility and outputs are providing some key insights and will form an important part of the forward programme for promoting growth and ensuring support is put in the right places to aid channel uplift and increase growth”.