For All-Clad professional cookware, Williams-Sonoma is the retail Heavyweight Champion. A huge number of All-Clad’s sales funnel through those stores. And since many of All-Clad’s products range from $100 to $1,000 or more, any change in sales could mean millions of dollars lost or gained. The only problem is that Willams-Sonoma was sending sales data in big, unwieldy spreadsheets that took a long time to digest.
Then Theron Foley came on as All-Clad’s Director of Sales.
With a strong POS and inventory management background, Foley knew there were treasures to be mined out of Williams-Sonoma’s data if they could only get hold of it fast enough. RW3 and All-Clad collaborated on a custom solution that let All-Clad see new data in segmented “dropdowns” that told the company exactly what was happening and let them take quick action.
“The dropdowns in the new tool show the trends,” Foley said. “If last week’s POS data shows you’re down 20 percent and the week before it was 15 percent, you know instantly that things are starting to go the wrong way. You can hit the dropdown in cookware and see what’s actually pulling that number down.”
As a result, he said, he can drop a dozen or so SKUs that aren’t producing and repurpose those open-to-buy dollars with top revenue drivers. And it’s all because RW3 worked with them to create the precision tool they needed.
“Other companies that offer POS tools or snapshots, a lot of them are very cookie cutter,” Foley said. “They don’t really work with you to customize the tool to your specifications. The folks at RW3 are super accommodating. They didn’t say ‘Here it is, take it or leave it.’ They’re building the tools with the criteria we use on a regular basis.”
In addition, the two companies talk weekly to make sure the tool is delivering what All-Clad needs. And when needed, RW3 makes tweaks to improve performance ongoing.
“Analyzing Williams-Sonoma’s sales spreadsheet was extremely time intensive,” Foley said. “The RW3 dashboard saves a tremendous amount of time and provides me with exactly the kind of sales intelligence I need.”
RW3 enables Consumer Goods organizations by helping optimize sales channel productivity; ultimately increasing speed-to-shelf, expanding market share and maximizing ROI. We deliver account and retail mobile solutions as well as full DSR platforms that integrate multiple streams of POS and syndicated data. Contact RW3 at www.rw3.com or 800-444-5793.
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