So Good So You Boosts Brand Velocity and Expands SKU Distribution
So Good So You is a rapidly growing player in the organic wellness industry, known for their functional wellness shots, which provide benefits ranging from immunity and digestion to energy and mood enhancement. So Good So You has a wide retail footprint, with products available at both natural and organic retailers as well as big-box stores like Walmart. Their commitment to minimizing their environmental impact, combined with their mission to make wellness accessible to all, drives their continuous growth and innovation.
As the company expanded, managing in-store performance across a growing number of retailers became increasingly challenging. Alfonso Caballero, the National Retail Operations Manager at So Good So You, recalls “I was looking for a retail merchandising solution to gain insight into stores that we don’t have teams in currently… I stumbled onto Wiser and realized the scope of their capabilities.” Caballero’s deep experience in retail operations meant that he clearly understood the complexities of ensuring products were stocked and merchandised correctly, especially in stores where they lacked a physical presence, so Wiser’s capabilities seemed like a natural fit.
Recognizing these challenges, So Good So You partnered with Wiser, enabling the brand to improve in-store visibility and optimize their retail operations as they continued to grow.
Challenges
So Good So You encountered several operational, in-store hurdles:
- Limited Retail Visibility: Going after a wide variety of consumers across the US, So Good So You products were gaining distribution quickly at major retailers like Walmart, Albertsons, Whole Foods, and Target. Brands experiencing quick growth often struggle with visibility into how these products were being stocked and performing on shelves, especially in regions without dedicated field teams. Caballero adds “We didn’t have any way to see what was happening on the shelves in key stores, especially Walmart. Wiser’s insights let us fix gaps we wouldn’t have caught otherwise.” Without real-time data from these key retailers and regions, the brand couldn’t take timely corrective actions to prevent lost sales opportunities, especially in competitive markets.
- Product Availability & Stock Issues: The brand struggled with ensuring that their wellness shots were consistently available and properly merchandised across key retailers. Common issues included delayed shelf stocking, particularly with popular products like their immunity-boosting and energy shots, and frequent out-of-stock situations due to high demand or incorrect inventory counts. A key issue was the delayed timeline for sales data, making it difficult to react quickly to out-of-stock products or incorrect product placements. Caballero noted “It sometimes took weeks before we even realized there was an issue. By the time we knew, we had already lost [sales] opportunities.”
- Lack of Direct Consumer Feedback: So Good So You had limited access to direct feedback from customers, Caballero reflects “We weren’t sure what was resonating with our customers at the store level. It made it tough to adapt our products to consumer demand.” Without timely feedback, they were unable to gauge which product variants—such as specific wellness shots or flavors—were performing best in different regions or retail settings. This lack of insight made it harder to understand how well new products were being received, impacting their ability to support retailer discussions with data that reflected consumer preferences. For a brand looking to grow and refine its product offerings, having this kind of feedback was critical to make informed decisions and stay competitive in the market.
Solutions
To overcome these challenges, So Good So You partnered with Wiser to tap into their Retail Intelligence and Retail Execution Management solutions. With Wiser’s platform, So Good So You was able to:
- Crowdsource Retail Insights: Through Wiser’s expansive shopper network, So Good So You gained real-time visibility into product performance in stores, particularly in areas without field teams. This included capturing in-store images, monitoring product placement, and tracking stock levels.
- Drive Sales and Spread Brand Awareness: By engaging Wiser’s shopper network, So Good So You was able to drive direct purchases of their products. This not only boosted immediate velocity but also increased brand visibility and awareness. Caballero noted “We’re gaining new customers – those that have never had our products before, as well as those who didn’t realize we were available at their retailer of choice.” As more shoppers purchased and experienced the product, the boost in velocity helped build credibility with retailers.
- Leverage Consumer Surveys for SKU Expansion: Wiser’s consumer surveys provided So Good So You with invaluable feedback on shopper preferences. This data helped them make informed decisions about which SKUs to introduce in specific regions, supporting pitches to retail buyers and driving successful product expansions.
- Optimize Retail Execution: Wiser’s management tools enabled So Good So You to coordinate their field teams more effectively. Caballero stated “Before Wiser, managing our field teams was difficult, but now we can handle problems much faster.” He described how the new platform improved their operations: “It was another happenstance that I was looking for a new solution and Wiser happened to have that available.” With Wiser’s solution, they could respond to issues like out-of-stock products and improper merchandising more efficiently.
PRODUCTS USED:
We didn’t have any way to see what was happening on the shelves in key stores, especially Walmart. Wiser’s insights let us fix gaps we wouldn’t have caught otherwise.
Alfonso Caballero
National Retail Operations Manager
Results
So Good So You achieved several key outcomes by partnering with Wiser:
- Improved In-Store Visibility: Through Wiser’s crowdsourced insights, So Good So You gained real-time visibility into how their products were stocked and merchandised in stores, even in regions without a dedicated field team. For instance, in some Walmart locations, they discovered in a matter of days that their products were not being displayed as intended. This data allowed So Good So You to take swift corrective action, ensuring better product availability and reducing the risk of lost sales opportunities.
- Increased Brand Velocity: By utilizing Wiser’s shopper network and gaining insights into how their products were performing in-store, So Good So You saw a significant lift in product velocity. Caballero explains,“Thanks to Wiser, we were able to show retailers what consumers wanted and that led to more SKUs getting placed in stores.” As a result, retailers resonated with the value of carrying So Good So You, leading to better placement and continued support from key retail partners. The ability to monitor store-level execution and act on real-time feedback helped the brand boost its sales performance and increase overall brand awareness.
- Expanded SKU Distribution: Leveraging shopper surveys and real-time consumer feedback, So Good So You successfully used Wiser’s data to secure placement for new SKUs in major retailers. This data-driven approach allowed them to present compelling evidence to retail buyers, resulting in expanded product offerings and greater shelf presence across new and existing retail partners.
- Streamlined Retail Execution: Wiser’s team management tools enabled So Good So You to streamline the coordination of their internal field teams, improving efficiency and execution across multiple regions. By aligning the efforts of their brand ambassadors and field teams with the insights provided by Wiser, they were able to respond faster to issues like out-of-stock products, ensuring better stock coverage and product placement in key retail locations. Caballero highlighted the impact, saying“There’s a way better… overall experience.”
Conclusion
Wiser’s Retail Intelligence and Execution solutions have transformed the way So Good So You manages their in-store visibility, product performance, and retail execution. By providing real-time insights and enabling better team management, Wiser helped the brand not only solve critical operational challenges but also position itself for continued growth and success through boosted sales velocity, increased brand awareness, and expanded SKU distribution in key retailers.
For CPG brands looking to expand visibility, ensure flawless retail execution, and gain critical market insights, Wiser offers the perfect solution to optimize performance and drive growth in a competitive retail environment.
Gain a Partner in Wiser
Wiser Solutions is in it for the long haul. We will be a dedicated partner to your marketing efforts as we work with you to establish baselines, run tests, optimize workflows, and turn our real-time data into confident marketing decisions for your business.
Knock that next merchandising campaign out of the park. Win market share from your competition with price optimization. Understand shopper insights to create better messaging. No matter your goals, Wiser is here to help.
What Problems Are You Facing
We’re here to understand your challenges and craft a solution that fits your needs.
