Project Description

Challenge

National Tobacco Company (NTC) manufactures, imports, markets and sells tobacco products and accessories under various brand names to the United States and select international markets. NTC’s pen and-paper approach to retail execution was neither efficient nor insightful.

Solution

NTC and RW3 collaborated to design a system to increase efficiency and provide actionable feedback. The InStore solution implemented included automated promotion booking and a messaging process to improve productivity. Additionally, the technology reduces touch points for activities, such as entering new sales outlets, capturing distribution, coverage for new product launches, and other metrics.

“As we added several products over the years, we needed to provide more information to both our sales force and our management teams. The RW3 solution gives NTC a platform to drive sales execution and provide analytics on performance,” said John Schaller, trade marketing manager, NTC.

Impact

The primary benefits of the InStore solution include line review process, scalability, review of sales during promotional activities, rapid roll out of new products, and quick response to changing market conditions.

“The most important benefit is that RW3 is not just a sales force automation application,” said Graham Purdy, vice president of Sales, NTC. “They think about the challenges we face in the marketplace and not just the technology to be installed.”

NTC has seen significant growth in business during their partnership with RW3. Integrating store level data to deliver insight into category activity, “combined with the RW3 platform, will help us continue to grow the customer’s business,” said Purdy.

The Details

Project Focus: In-Store Execution & Data Integration
Client: National Tobacco Company

Value Drivers

Integrating Store Level Data
Review Promotional Sales
Rapid Roll Out of New Products
Dynamic Adjustments to Market Condition