Ferrero & BeMyEye

Thanks to BeMyEye’s insights, Ferrero has managed to improve its levels of in-store promotional compliance around Christmas, Valentine’s day and other holidays - not only by controlling SLA agreements but also by spotting space allocation issues (based on expected sales).

Challenge

During the key seasons for confectionery sales, Ferrero and its competitors invest heavily in promotional activities with the aim to reach a maximal share of promotional space in order to boost their sales. 

Managing both high demand and promotional activities is a challenge for the execution of business plan agreements with retailers. This constitutes compliance risks of critical KPIs such as the presence of extra displays, promotional compliance, promotional placement etc.

With such conditions of increased workload and high investment in promotional activity, monitoring sales effectiveness is critical. BeMyEye has tracked Ferrero’s promotional execution, as well as their competitor’s, so their field force could focus on PoS that do not meet promotional standards – allowing them to prioritize visits in these stores and improve their performance. 

Over the past 2 years, BeMyEye has been successfully tracking promotional compliance for Ferrero during crucial seasons across 1500 stores in the United Kingdom, targeting pivotal holiday periods in the confectionery industry such as Christmas, Valentine’s Day, Pancake Day, Easter and more.

Outcomes

Thanks to the actionable data delivered by BeMyEye, Ferrero has been able to push to obtain an equitable share of extra display space as compared to their category market share. They do this by leveraging our retailer-level data during SLA discussions with buyers, and by using store-level data to inform visit priority by the field team. The data allows them to drive sales effectiveness in seasons of peak demand.

Thanks to our end-to-end solution Ferrero has achieved:

• Promo Activities Monitoring and identification of PoS that don't meet standards

• Details of every KPI

• Historical tracker of in-store KPIs (from year to Year, from wave to wave)

• Verification of the Execution of the agreements with retailers