$2M Opportunity Gap Closed: How This FMCG Brand Optimized Store Level Sales with Wiser

Background and Challenges

A leading FMCG brand sought to enhance its competitive position in the retail landscape through a data-driven approach to sales. However, they encountered several challenges:

• Lack of unified visibility and integrated datasets: Difficulties in analyzing individual store data and consolidating it into broader insights limited the ability to address performance issues, optimize inventory, and tailor strategies effectively.
• Need for both detailed and overarching views: The brand required a platform to analyze data at the store level while also providing a holistic view across locations.
• Challenges in prioritizing efforts around high-void and out-of-stock stores: High-void and out-of-stock stores presented significant sales opportunities, but without a framework to identify and focus on these high-impact locations, resources were misallocated, leading to missed growth opportunities.
• Limited visibility into critical data: Key information, such as product authorizations and promotions, was communicated through spreadsheets, an outdated method that hindered real-time access for field teams and led to missed promotional opportunities.

The brand switched from a competitor to Wiser, aiming to improve field workflows, integrate key data streams (such as sales, authorizations, and promotions), and implement custom reporting.

Wiser’s Retail Execution Management Solution

Wiser implemented its Retail Execution Management solution, providing the manufacturer with comprehensive and actionable insights into promotions, inventory trends, and competitor activities. Key features, benefits, and results include:

• Unified Visibility: Wiser integrated sales, inventory, and promotional data into a single, comprehensive view, offering the brand clear insights into store-level performance. This enhanced visibility enabled sales teams to identify high-potential products and strategically focus their efforts. With immediate access to data, sales representatives were empowered to make informed, data-driven decisions in each store. This focused approach allowed the brand to seize in-store opportunities, better align inventory with demand, increasing new facings by 71.9% in the first year.
• Real-Time Insights: Wiser’s platform delivered real-time intelligence on field activities, enabling the brand to closely monitor store visits, sales, and merchandising efforts. With continuous updates, the brand could track performance metrics at the store level, ensuring that representatives focused on essential tasks like product placement, stock levels, and promotional compliance. This real-time visibility allowed the brand to promptly address issues such as out-of-stocks and voids, ultimately closing a $2M opportunity gap by prioritizing and addressing voids.
• Automated Reporting: Wiser streamlined report creation and delivery, offering the brand actionable insights without manual data processing. These automated reports illuminated key trends, performance gaps, and improvement opportunities at the store level, enabling teams to swiftly adjust their sales strategies. This increased agility empowered them to quickly adapt to changing market conditions, maximizing the effectiveness of sales and merchandising efforts in a dynamic retail environment, resulting in a 41% increase in new case sales.

Looking Ahead

With Wiser’s ongoing support, this FMCG brand is well-positioned to stay competitive, responsive to market dynamics, and efficient in resource utilization across its network.