Jennie-O wanted to improve on-shelf availability of their value-added tray pack turkey products. However Jennie-O’s go-to-market strategy, included both an internal sales organization and a national independent food broker network, which created a disconnect between account distribution and in-store availability. They needed a solution to align the goals of Jennie-O with the independent brokers, who represent a multitude of manufacturers and SKU’s within the same retailers.
Jennie-O turned to RW3 for their industry expertise and practical solutions. RW3 conducted a comprehensive business assessment to fine-tune Jennie-O’s retail execution strategy. They determined that implementing RW3’s in-store solutions would allow them to manage distribution and achieve greater on-shelf availability.
The InStore solution allowed Jennie-O to prioritize and communicate opportunities for individual accounts to both the internal and broker field sales teams. The new, streamlined communication between all parties enabled Jennie-O to drive on-shelf availability of the best-selling items in each retailer. The InStore solution not only optimized field sales productivity and efficiency, but also provided a process improvement to achieve faster placement of newly sold-in items.
RW3’s Reporting and Analytics team created a custom reporting dashboard so Jennie-O could measure baseline and growth of distribution from the retail outlet by account, market and product category. Syndicated data was integrated into the dashboard to allow Jennie-O to view the best-selling items authorized by account. Jennie-O sales reps then used the clear and specific insights to assist in selecting which items should be sold-in first. At the account level, the dashboard offered the ability to assess the existing situation, understand distribution gaps by store and track overall improvement.
Jennie-O’s implementation of RW3’s InStore solution realized a 13% increase in on-shelf availability, and similar increases in margins, for its value added business in less than 12 months. Their customers were pleased with the improvement and consistency of product availability.