Using Irish convenience data to achieve in-depth brand performance insights

DATE: 1 November, 2021 // BACK TO ARCHIVE »

Summary:

Weekly Irish convenience market data provides manufacturers with invaluable insights into brand and category performance.

Background:

Bulmer’s Ireland Soft Drinks Division, part of C&C Group PLC, is Ireland’s leading drinks wholesaler and supplier of Tipperary Water, Boost and Fentimans. To develop a more complete understanding of how their brands were performing within the Irish convenience market in order to maximise sales opportunities, the business was looking to access comprehensive and reliable channel sales data.

Solution:

Talysis has been the exclusive data partner for a number of convenience retail and wholesale groups in Ireland for over a decade. It receives, processes, segments and supplies weekly EPOS sales data from over 1,500 stores, including Spar, Eurospar, Mace and Londis.

This comprehensive read of the convenience channel in Ireland enables brands to gain invaluable insight into their performance and that of their competitors. The data is supplied on a four-weekly basis, with weekly visibility of all key sales metrics, to support brands to optimise their distribution, grow sales, and better understand promotional activity and effectiveness.

The data can be broken down by fascia, store type, region, sales, distribution or even average price for each individual week. This flexibility enables the user to gain a deeper understanding of the performance of their brand and the category in an array of market conditions.

Talysis has now worked with Bulmer’s Ireland Soft Drinks Division for a number of years providing this data, in a way which is simple and intuitive to use. The team at Talysis work closely with them to also provide any additional support and resource required.

The Benefits:

• A timely and trustworthy overview of the convenience market, keeping businesses up-to-speed during a time when it has been hard for manufacturers to visit retail stores themselves due to Covid restrictions.

• Data can be broken down by fascia or territory for more in-depth analysis.

• The granularity of the weekly data enables brands to react quickly to the data, maximising opportunities and minimising threats.

• Brands can not only understand their own performance within their category and the channel, but also the performance of their competitors and the dynamics within the channel that impact on their performance. For example, how does a competitor promotion impact their brand sales.

• Historical data for past 2 years enables further analysis on factors such as price elasticity and seasonality, resulting in more accurate forecasting based on experience.