Case study

RI partners with Weetabix to
improve availability

Providing superior retail data analytics and
customer service levels with Compass by RI.

Leading UK food brand Weetabix is working in partnership with RI, the retail data expert, to improve stock availability and sales performance across its network of UK retail partners.

Weetabix wanted to increase sales by getting better analysis of its data delivered at speed to its sales team. Having identified the need to do this, Weetabix selected Compass from RI to replace its previous analytics platform.

Retail Insight Solutions

Takeaways

Full data visibility

Empowering field sales with actionable insight

Smarter, faster decisions

Compass is configured to lead with the insights, making it easier for smarter decisions to be made faster.

By analysing store sales data and historic sales trends, Compass keeps Weetabix head office and field sales teams fully informed of what is selling well, and whether anything is underperforming. Information is distributed rapidly and in easy-to-digest formats, so that appropriate action can be taken, fast.

The transition to Compass was phased to ensure Weetabix gained value derived from Compass at speed. Across an implementation period of around one month, RI and Weetabix worked in partnership to train the field sales teams and put processes in place to effectively deploy insights quickly across the UK.

“RI have been very flexible, making sure the tool was able to fit in with the way we work, and the account management has been outstanding too. “They really made sure we were up to speed with the tool.”

Lorna Phelan

Head of Customer Execution, Weetabix

 

Accurate assessments

As well as delivering insight into availability gaps, Compass also enables accurate assessment of in-store promotions, allowing field sales agents to identify any stores that need additional support.

“Our focus is always on the customer. Spending time with them and understanding their sales processes and requirements are the first step for us in getting our customers the results they want.

"Quite simply, with Compass the data doesn’t lie, and the sales teams love being able to see what the data tells them about what’s going on at a store-level. They can use that data to re-run successful promotions and make improvements where needed.”

Lorna Phelan

Head of Customer Execution, Weetabix

 

Ongoing availability improvement

Compass has enabled field sales agents to plan their store visits in advance, or on the day, to target the stores with the biggest opportunities. When they arrive, they already know precisely which SKUs to focus on and can immediately make positive changes.

For Weetabix, that means those field sales team members always know how each of their stores is performing and can investigate any challenges in order to help improve sales performance.

The potential value of the new partnership is already being felt. The ultimate aim for Weetabix is to continually improve availability – which already stands at around the industry average but means there is still incremental sales value for Weetabix and its customers to pursue.

Citing outstanding customer service and an intuitive, user-friendly tool, Lorna Phelan said:

“RI over-invested up-front with us, meaning we were up-to-speed as early in the process as possible, this gave us the ability to start to benefit from the insights RI generated for us from day one of implementation."

Lorna Phelan

Head of Customer Execution, Weetabix

 

Summary

Partnering with RI helped Weetabix improve stock availability across its vast retail network.

Analysis of store sales data and historical trends delivered actionable insights into sales performance

Accurate assessment of in-store promotions helped field sales agents to identify areas that require additional support.

Compass enabled field agents to target stores with the biggest opportunities. They know which SKUs to focus on so they can make positive changes, immediately.

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