distribution expander case study

Using Graph-Networks and Machine
Learning to Expand Distribution

How Seek enabled a $500M+ emerging
soft drink brand...

to tell a more compelling, data driven sales story and drive $10M+ in distribution opportunities in a matter of clicks by leveraging Seek’s Expanded Distribution solution… leveraging point-of-sale, consumer segmentation, and demographic data.

The Problem:

Gaining distribution can be challenging – especially if your brand is an emerging, ‘niche’ brand. One of Seek’s strategic emerging brands who distributes Hispanic soft drinks, had hit a glass ceiling of distribution - struggling to expand their distribution beyond the designated Hispanic sets across retailers.



How do they create a compelling sales story when their analyses typically only leverage a single data set – the point-of-sale data from the stores where they currently have distribution?.

The Solution:

Seek’s Insight Cloud includes multiple solutions for brands charged with growing distribution, and this emerging brand was able to leverage two new capabilities to go beyond the traditional point-of sale story. First, Seek Insight Cloud includes the capability to create enriched, location-based store profiles, pinpointing shopper personas, demographics, and other external factors that are helpful in identifying and targeting your core consumers.

For this brand, they were able to leverage these enriched store profiles to identify where they could go deeper with their core Hispanic consumer, while also expanding into new, reachable consumer segments such as ‘Gen Z Gamers’ (identified through leveraging Seek’s ML capabilities on top of social graph-networks)... Seek’s Expanded Distribution solution then enabled their team to proactively identify each location where these consumer profiles are concentrated and predict future sales rates for additional distribution in these locations. This created a clear, robust, and consumer-driven selling story built on top of multiple data sources and Seek ML capabilities, enabling their sales team to drive additional distribution across retailers.

Results:

Seek’s Insight Cloud includes multiple solutions for brands charged with growing distribution, and this emerging brand was able to leverage two new capabilities to go beyond the traditional point-of sale story.

First, Seek Insight Cloud includes the capability to create enriched, location-based store profiles, pinpointing shopper personas, demographics, and other external factors that are helpful in identifying and targeting your core consumers.

For this brand, they were able to leverage these enriched store profiles to identify where they could go deeper with their core Hispanic consumer, while also expanding into new, reachable consumer segments such as ‘Gen Z Gamers’ (identified through leveraging Seek’s ML capabilities on top of social graph-networks)... Seek’s Expanded Distribution solution then enabled their team to proactively identify each location where these consumer profiles are concentrated and predict future sales rates for additional distribution in these locations. This created a clear, robust, and consumer-driven selling story built on top of multiple data sources and Seek ML capabilities, enabling their sales team to drive additional distribution across retailers.

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Case Study: Distribution Expander

How Seek enabled a $500M+ emerging soft drink brand to tell a more compelling, data driven sales story and drive $10M+ in distribution opportunities in a matter of clicks by leveraging point-of-sale, consumer segmentation, and demographic data.