USE CASE — CATEGORY MANAGER
Which assortment should I offer each customer type?
A traditional restaurant, a school canteen and a healthcare facility have different uses and needs.
Analyze usage by segment
Identify products with strong segment affinity
Adapt your assortments
THE CHALLENGE
The same assortment cannot serve every market
A product performing well in contract catering may be much less relevant in restaurants, and vice versa. The challenge: understand each customer type’s specific needs to offer the right products to the right markets. At Bel Foodservice, for example, teams wanted a better understanding of depot characteristics, with some focused more on healthcare and others on school catering.
Focusing sales efforts on the wrong products
Building overly broad assortment recommendations
Missing high-potential products
Keeping products poorly suited to certain segments
Without this visibility, you risk:
Promoting the same products across every market
THE KARYONFOOD SOLUTION
Build assortments using each segment’s actual sales
KaryonFood combines product performance with end-user types to identify the most relevant products for each market.
Volumes sold by product
End-user types
End-user subtypes
Number of customers by product
Performance by depot
Year-on-year trend
Average monthly volume
Cross-distributor comparison
BUSINESS DECISION
Know which products to prioritize for each customer type.
SEGMENT
Identify the profiles of establishments that actually buy your products.
COMPARE
Identify products that outperform or underperform in each market.
RECOMMEND
Build better-suited assortments and give sales teams precise recommendations for each segment.
THE BENEFITS
Move from a standard assortment to a strategy tailored to each market
Offer the right products to the right customers
Identify the most relevant products for each end-user type.
Identify untapped potential
Identify products performing well in one segment but still underdeveloped among similar customers.
Strengthen assortment recommendations
Base your choices on sell-out performance rather than a uniform approach to the market.
Help sales teams target their actions more effectively
Give KAMs and regional sales managers recommendations tailored to the customers served by their depots.
They use KaryonFood
“Thanks to KaryonFood, we know our depots’ customers. We understand their expectations better because we know who their customers are. That is essential.”
Marine Bourguignon — Senior Category Manager, Bel Foodservice
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