Cloud IR - Trax Retail

Mars Pet Care

Danielle Patterson — Tue, 19 Apr 2022 20:31:53 +0000

Mars Pet Care

Cloud IR

/ Mars Pet Care

Mars Petcare sees 11% lift in category sales with Trax

In overcoming the challenges associated with a changing retail landscape, Mars Petcare, a leading CPG company, leveraged Trax’s powerful insights and data-driven solutions to measure compliance, improve product visibility and on-shelf availability (OSA), and power its retail operations across stores.

increase in captaincies

0 x

$6.8M to $7.1M

category growth

lift in pet category sales

0 %

The challenge

With the expansion of SKUs within the pet world over the past few years and brands shifting across different channels, shoppers became overwhelmed and began to navigate aisles based on color, deselecting other items on the shelf. This limits manufacturers’ ability to raise awareness for their products on the shelf, making it infeasible to drive more dollars for pounds.

At the same time, consumption in areas like the dry dog category is over 90%, the pet population is flat and stagnant, and the dog sizes are declining with people preferring smaller sized pets. This means there is no opportunity to attract new shoppers, and there is a need to convert existing shoppers to buy more premium offerings. And the place to do this is at the shelf, since as much as 96% of purchases are made in the aisle, making shelf execution extremely vital and critical for success.

Mars had a Perfect Store program centered around a circular multi-stage process that put the shopper’s needs at its core. However, the brand couldn’t truly see what the shoppers were seeing on shelves, thus hampering execution. Collaborating with Trax gave Mars eyes in the store and real-time, actionable data.

The approach

Mars has a set of well-established core KPIs. Using Trax’s technology through Trax Image Recognition, the brand was able to calculate KPI compliance. The data from shelf images was analyzed using Trax technology to determine what was compliant and what wasn’t.

Mars was able to understand gaps in compliance and get a visual representation through the Trax dashboards that made it easy for the company to view and action the results. In addition, Trax also provided the brand access to additional sales data, so Mars could analyze the results from Trax within the sales context to understand the true impact of each compliance measure.

The results

Thanks to Trax’s insights, Mars achieved an 11% pet category sales lift and +118 lift in the dry dog velocity index. Mars also witnessed a three-fold increase in captaincies from the first year to the third year which helped to grow category sales across top customers during that period from $6.8 to $7.1.

Mars’s subsidiaries also witnessed a significant increase; retailers’ Mars shares increased across the three-year period from 20.3% in Y1 to 27.4% in Y3.

The bottom line

Trax helped Mars to overcome many challenges associated with the changing retail landscape. The impact has not only led to the growth of Mars, but the category as well, and has led to increased partnerships with retailers.

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Leading Beverage Alcohol Company

Danielle Patterson — Wed, 13 Apr 2022 00:29:00 +0000

Leading Beverage Alcohol Company

Cloud IR

/ Leading Beverage Alcohol Company

A leading beverage alcohol company 3Xed sales with Trax

In growth

$ 0 M

Data points collected

0 M

3x growth

in outlets where the program was deployed

One of the world’s largest producers of beers and spirits with over 200 brands needed an efficient and scalable way to delight customers while providing profitable recommendations at the outlet level.

The challenge

With such a wide range of outlets and brands, it was difficult for this beverage company to develop a full view of their customers, consumers, and shoppers’ needs. The company needed a way to navigate their evolving retail reality in real-time, enabling them to deliver a better shopping experience without sacrificing margins.

The results

Increased shelf availability

Trax technology and image recognition was crucial to gaining an understanding of every shelf and outlet involved. By using in-store data and predictive analytics, they were able to gain granular SKU-level visibility to changing store conditions including placement, price and display and to take smart actions in store. Throughout the program, more than four million data points were collected in their region over the last two years alone.

Actionable data and insights

The brand’s perfect store program with Trax delivered actionable real-time execution reports to drive the best performance in the field. Within seconds of uploading a shelf photo, your field force understands critical corrective actions to close execution gaps, achieve store targets and build better customer relationships with every store visit. By doing so, they were also able to boost incremental sales and work with customers to give each outlet specific standards and recommendations. This resulted in 3x faster growth in outlets that adopted these recommendations versus non-participating outlets.

Integrated advanced analytics insights

With the help of Trax Image Recognition, their advanced analytics team was able to generate scorecards based on important KPI’s and provide targeted recommendations on how to improve each area. Not only did this information maximize growth for their business, but they were able to help their customers as well.

The bottom line

Trax Image Recognition empowered the company’s headquarters, regional leaders and field teams with a complete solution to optimize in-store execution and drive tangible business outcomes. Whether aiding their internal teams or supporting their customers, the implementation of Trax data and insights enabled the brand to give recommendations founded in shelf truth and optimize growth for their business.

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GoGo SqueeZ

Danielle Patterson — Tue, 19 Oct 2021 01:33:04 +0000

GoGo SqueeZ

Cloud IR

/ GoGo SqueeZ

GoGo SqueeZ increased sales by 7% with Trax Image Recognition

GoGo SqueeZ used Trax IRand saw 11% increase in total points of distribution, 26% sales growth YoY, and 7% sales growth versus the period prior to using Trax. Gogo SqueeZ is one of the fastest growing international healthy snack food company, with 68% of the market share in the pouch category. However, despite already being an industry leader, they were determined to do more and that’s where Trax came in.

increase in total points of distribution

0 %

vs PP in $ category growth sales

0 %

$ sales vs YA

0 %

The challenge

Some traditional categories have recently drastically slowed in growth and new subcategories have emerged as younger people gain share of spend. However, there is a disconnect between dollar growth versus growth of shelf space and some of the new subcategories were not getting their fair share of shelf.

The results

Increased shelf availability

Actionable data and insights

Integrated advanced analytics insights

The Bottom Line

Trax helped GoGo SqueeZ to overcome many challenges associated with the changing retail landscape. The impact has not only led to the growth, but the category as well, and has led to increased partnerships with retailers.

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Sanofi

Danielle Patterson — Fri, 05 Feb 2021 12:08:09 +0000

Sanofi

Cloud IR

/ Sanofi

Sanofi digitized 75,000 stores across 30 nations with Trax

See how Trax helped Sanofi gain valuable insight into their in-store execution, measure Perfect Store compliance, and increase sales growth. Sanofi is the fifth largest pharmaceutical company in the world. Every day, Sanofi’s 100,000 employees are committed to improve the lives of people around the world, with sustainable and responsible solutions and initiatives.

SKU prioritization

made possible

Accurate portrayal

of merchandising conditions

sales uplift

+ 0 %

The challenge

Sanofi is one of the better-known healthcare brands in the world for a reason. The company invests billions in R&D to develop innovative products and solutions for a broad spectrum of medical conditions. To fulfill the company’s mission of creating healthier, fuller lives, Sanofi’s sales force must ensure that the range of their products is available in the right quantities at the right price in the right store. However, teams faced a twin challenge: widely varying in-store execution requirements across markets, and an over-reliance on sell-out reports and manual data collection methods to understand store-level gaps and opportunities. To meet these challenges, Sanofi sought a single, consistent view of what’s happening at shelves across markets; to improve their execution consonant with their “picture of success” and to build an organization-wide culture of execution.

The results

More insights at the operations and management levels

Sanofi has deployed Trax hand in hand with their Perfect Store program in 75,000 stores in over 30 countries. With Trax Image Recognition hosted on AWS, Sanofi’s sales reps can visit stores, take pictures of shelves and effectively digitize the stores. Sanofi’s management teams now have the revolutionary capability of viewing actual merchandizing conditions without even having to visit a store.

Better prioritization abilities

Sales reps can focus on the right things even before getting into stores, including what customers to prioritize, how to segment them and what stores to visit to make the highest impact. Instead of trying to measure numerous SKUs, which were not necessarily driving growth, reps now have streamlined information from Trax which tells them exactly which SKUs to focus on and what levers to pull at any given time.

Higher growth potential

Sanofi’s Perfect Store program identifies the stores, brands, and products with the highest growth potential in each market. The program aims to develop guidelines for sales teams to execute the right strategy in these stores. Using Trax, Sanofi can now objectively measure its Perfect Store compliance; from tracking basic KPIs such as route-plan compliance and must-stock list availability, to the more advanced metrics such as brand block, POSM presence, display execution, and store quality. Stores with perfect execution saw an uplift of 17% in sales compared with other stores.

Trax has helped us drive our perfect store program to the tip of everybody’s tongue. It is now a complete mindset shift for the organization where we now focus on executional excellence every day.

The bottom line

With Trax, Sanofi has gained a common platform to view in-store execution performance across various markets. Furthermore, the Perfect Store program has led to 2% sales increase year-over-year in 2018. Trax’s platform is now an everyday tool for not just frontline teams but also any stakeholder who is involved in translating Sanofi’s mission of ensuring healthier lives at the point of purchase.

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Molson Coors

Danielle Patterson — Fri, 15 Jan 2021 16:09:07 +0000

Molson Coors

Cloud IR

/ Molson Coors

Molson Coors unlocked insights on 17 KPIs with Trax Image Recognition

Molson Coors improved in-store execution and increased revenue by tracking more KPIs accurately with Trax technology. Molson Coors is one of the largest brewing companies in the world. The company’s portfolio includes iconic beer brands and other beverages, such as sparkling cocktails, hard coffee, canned wine, kombucha, cider and more.

Uplift in revenue

0 %

New KPIs Unlocked

0 +

Share growth at pure fridge outlets

+ 0 %

The challenge

Molson Coors needed higher visibility into store sales and in-store conditions. However, teams faced the following challenge: Syndicated POS data for beer was available in only two of the 10 Canadian provinces, covering less than 15% of the national industry volume. Sales teams had no clear answers to crucial questions: What brands see more sales uplift when on display? Is brand blocking more important than having the right adjacency? Is eye-level placement equally relevant across brands or pack types? Moreover, the accuracy and efficiency of manual in-store execution reports by sales reps were low: Only three KPIs were available through this approach, and tracking new KPIs meant rewriting surveys. Besides, due to the self-reporting nature of the surveys, the data was not always objective or accurate. As a result, the process of assessing the performance of sales reps and compensating them accordingly was cumbersome.

The results

Better shelf insights

With more than 15,000 Trax-powered store visits, Molson Canada has amassed shelf data extracted from 500,000 images taken across 6000 stores. This has helped unlock a wealth of insights on as many as 17 key performance indicators, compared with just three KPIs before working with Trax. These include complex metrics such as Fridge Purity, Compliance to Look of Success, Brand Blocking and Brand Adjacencies.

Higher share of volume

For the first time, Molson Coors can evaluate the impact of store conditions on sales by fusing Trax data with the brewery’s ePOS data. For example, in outlets with branded fridges, Molson Coors saw a 3% higher share of volume compared with outlets with impure fridges.

Trax helped us improve execution at retail and be more selective with our execution priorities.

The bottom line

Molson Coors improved in-store execution and increased revenue by tracking more KPIs accurately with image recognition technology. These measures also helped sales managers engage in fact-based coaching sessions with sales reps, improving the effectiveness of sales teams.

Visit Trax Image Recognition or contact us to learn more.

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Henkel

Danielle Patterson — Thu, 14 Jan 2021 12:01:02 +0000

Henkel

Cloud IR

/ Henkel

Henkel saw sales uplift and OOS reduction with Trax Image Recognition

Trax enabled Henkel to reduce OOS by 4.3% and see sales uplift of 2.1%. Headquartered in Germany, Henkel is a market leader in global beauty care. Its product offering encompasses brands across hair color, care and styling, as well as body, skin and oral care.

Sales uplift

0 %

OOS reduction

0 %

Accurate

SKU-level insights

The Challenge

Henkel operated in a competitive retail environment alongside more than 35 retailers with varying store sizes. Additionally, it had more than 900 SKUs across its stores. Sales reps used manual methods to measure in-store distribution and shelf share, and spent a mere 10 minutes of every hour in the store in active selling. Further, this manual method did not provide the insight needed to identify and fix gaps in distribution, share of shelf, and merchandising compliance at the store level.

The Results

Trax Image Recognition helped Henkel monitor more than 900 SKUs across 2,500 stores in Germany. Sales reps were empowered to capture granular SKU level information that answered the following questions: Are the correct SKUs distributed in each category and each cluster? Which SKUs are missing the target distribution? Is the layout in each store correctly executed?

Increased sales activities

Time available for sales reps to engage in active selling increased by 150%.

Reduced audit times

Time spent on distribution checks and data collection decreased by 50%.

Gained actionable insights

Merchandising managers identified poorly distributed products, measured share of shelf per banner for each brand, and in comparison to competitors. Account managers and category managers were able to make cross-customer/area comparisons to identify new opportunities.

By leveraging Trax for in-store execution, Henkel had accurate SKU-level insights which helped achieve a 4.3% reduction in out-of-stocks and realize a 2.1% uplift in sales.

The Bottom Line

With Trax, Henkel monitored nearly 500,000 products in just 3.5 months and identified over 20,000 that were regularly missing on shelves. Taking corrective action to improve distribution led to a revenue uplift of more than 2%.

Visit Trax Image Recognition or contact us to learn more.

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Global FMCG Leader

Danielle Patterson — Thu, 14 Jan 2021 11:39:05 +0000

Global FMCG Leader

Cloud IR

/ Global FMCG Leader

Trax Image Recognition helped a global FMCG leader reduce data capture and store assessment times

Trax enabled the company to decrease the time spent preparing, measuring, and identifying issues, and divert it towards revenue enhancing activities. Headquartered in Switzerland, the client is the largest food company in the world. With 447 factories, in 194 countries, the company owns more than 8,000 brands across many markets including coffee, bottled water, infant foods, soups, sauces and pet food.

Time saved per store

0 %

Increase in data accuracy

0 %

SKUs covered across 6 categories

The Challenge

The sales team’s monthly audit process was taking approximately 50 minutes per store, leaving very little time for valuable in-store execution tasks. Their primary goals were to decrease the time spent preparing, measuring, and identifying issues, and invest more time into revenue enhancing activities.

The Results

Trax worked with the client to implement the Trax Image Recognition solution for more than 500 sales reps in the UK and Ireland, primarily to track share-of-shelf, distribution, and out-of-shelf metrics.

Audit times reduced

Using Trax Image Recognition, the client reduced data capture and store assessment times by 50% and 16% respectively.

Increased sales activities

The solution enabled the client account reps to invest 40% more time into store execution activities.

The Bottom Line

The client achieved over 50% time savings per store, per user, per month to measure share of space. The head office teams now have visibility into each category across every store. Data collected is also leveraged across functions such as sales, category, supply chain, range & merchandising, and marketing.

Visit Trax Image Recognition or contact us to learn more.

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Top Beverage Manufacturer

Danielle Patterson — Thu, 14 Jan 2021 10:45:03 +0000

Top Beverage Manufacturer

Cloud IR

/ Top Beverage Manufacturer

Trax helped a top beverage manufacturer reassess its GTM strategy and grow market share

The results of using Trax were seen in just two weeks. Headquartered in Australia, this company is one of the largest bottlers and distributors of non-alcoholic and alcoholic ready-to-drink beverages in the Asia-Pacific region.

2 weeks

Real business impact

Net sales increase

0 %

Accurate

SKU-level insights

The Challenge

The beverage manufacturer was the market leader within the iced tea category with a product penetration rate 15% higher than its closest competitor. However, Trax data revealed that the brand’s share-of-shelf was 4% less than its main competitor. The client sought to determine the reasons for lower share-of-shelf.

The Results

Trax analysis discovered that the client’s competitor had a larger number of flavor profiles compared to its own brands.

Realigned GTM Strategy

To leverage the propensity of shoppers to try more flavors, the client developed a promotional ‘buy 5, get 1 free’ offer. Trax competitive insights showed the regions and the exact stores that needed most attention. With store-level insights, the brand extended its range in the right stores.

Increased sales

The client’s focus on key regions resulted in a 5% uptick in sales in just 2-weeks.

"We’ve seen a huge improvement in our execution AND the quality of the data and insights that we can get since introducing Trax."

The Bottom Line

The manufacturer realigned its go-to-market strategy and grew market share. Trax insights enabled the company to identify upsell opportunities, provide qualified leads to sales representatives and maximize all channel sales.

Visit Trax Image Recognition or contact us to learn more.

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