USE CASE — CATEGORY MANAGER
Which products perform best with which end users?
Product performance varies by customer type: contract catering, restaurants, healthcare, education, hospitality and more.
Identify the best-performing products
Understand who actually buys them
Adapt your actions to each segment
THE CHALLENGE
Your products do not all serve the same needs
A product can perform very well with one end-customer type and much less well with another. The challenge: understand which products truly meet each segment’s expectations, rather than managing the category through an overly broad view. For foodservice category managers, analyzing performance by end-user type is a key use of sell-out data.
Building overly generic category recommendations
Prioritizing products solely on overall performance
Targeting sales activations poorly
Overlooking products that perform well in specific segments
Without this visibility, you risk:
Offering the same assortments to very different customer profiles
THE KARYONFOOD SOLUTION
Cross-reference products with the types of customers buying them
KaryonFood lets you analyze volumes sold by product and end-user type to identify the products that truly perform in each segment.
Volumes sold by product
End-user types
End-user subtypes
Year-on-year trend
Average monthly volume
Number of end customers
Performance by depot
Comparison across distributors
BUSINESS DECISION
Know which products to promote to which customers.
IDENTIFY
Identify products that outperform within each end-user type.
COMPARE
Analyze differences between segments to identify the products best suited to each one.
ADAPT
Build more relevant assortments, activations and recommendations for your target customer profiles.
THE BENEFITS
Align your category strategy with actual product usage
Understand your end customers better
Identify precisely which types of establishments buy each of your products.
Optimize your assortments
Highlight the products best suited to each segment’s needs.
Target your activations more effectively
Focus promotional activity on the most responsive products and customer groups.
Strengthen your recommendations
Base category decisions on actual sales rather than an overall view of performance.
They use KaryonFood
“Before, we had virtually no visibility. Getting the information was difficult. Today, everything is ready to use.”
Jimmy Ranson — National Key Account Manager, Vandemoortele
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