Danone uses insight to drive execution
By Retail Technology | Tuesday December 31 2013
New assortment management software will enable manufacturer to use customer insights to drive execution and maximise opportunities for growth in yogurt brands
Dairy manufacturer Danone recently revealed it is using Symphony EYC Assortment Management to differentiate and grow its yogurt brands across the category for the UK market.
The new software will enable the fresh dairy business behind yogurt brands Activia Okyos, Danio, Actimel and Shape Danone to focus on adding value to retailer partners by maximising category performance within the dynamic UK supermarket yogurt segment.
Fast-moving category analysis
“The yogurt category is extremely competitive with significant focus on new product development,” said Max Stricker, Danone category management. “Consumers are not just eating yogurt at a set time of day, which opens the door for new ranges and wider appeal.
“With the help of Symphony EYC’s Assortment Management solution we are now able to analyse purchase behaviour quicker and more efficiently, revealing potential gaps in the category. This enables us to deliver actionable insight to our retail partners leveraging market opportunities for new yogurt lines.”
Identifying category opportunities and risks
As well as monitoring shopper behaviour around yogurt purchasing, the Symphony EYC software has helped Danone to prepare category review presentations that identify both opportunities and risks across the entire category.
Stricker concluded: “As well as having a better understanding of the yogurt category, we are now able to generate item and category performance analysis in a matter of hours, where it previously took days to integrate the data and build reports. We can now focus on adding value to our brands and providing actionable insights to our retailer partners to drive category growth and shopper satisfaction.”
