Butcher’s Pet Care has partnered with Atheon Analytics and its multi-retailer SKUtrak service, which provides daily insight into its sales and supply chain.
Crucially, the service has given Butcher’s the ability to build more effective promotions with key retailer The Co-op.
Hayley Goddard, Co-op national account manager at Butcher’s, said: “When I joined the Co-op account we could only see internal data for what we sold into the Co-op. We needed visibility of how the Co-op was selling to our customers.
“SKUtrak made daily data available to us, in an instantly visual and presentable format that everyone in the business can use and understand together. We chose SKUtrak because it meant we could read and react quickly to what was happening within the Co-op.”
EFFICIENT PROMOTIONS
In March last year, Butcher’s Pet Care re-launched its dog food and moved into plastic-free and sustainable packaging for its multipack can products.
She added: “The Butchers rebrand has been supported with in-store promotional activity and we needed to measure whether the newly-promoted brand and SKUs were achieving our aims. SKUtrak has enabled us to do this effectively and provided the data to plan future promotions by understanding the mechanics which are most effective, which prior to using SKUtrak we were unable to do.
“With the daily alerts I always have a sense of what is going on. More often than not it provides us with reassurance that everything is running smoothly. If my daily email does highlight something unusual, then I can log in from anywhere and get to the granular detail straight away.
“If something needs resolving internally or with Co-op’s supply team we can easily share what we’re seeing and make informed decisions with confidence.”
