MyTraffic > 实例探究 > How Geoblink helped solve Danone's 70-year-old challenge and boost sales by 10% across the convenience channel network

How Geoblink helped solve Danone's 70-year-old challenge and boost sales by 10% across the convenience channel network

公司规模

1,000+

地区

Europe

国家

Spain

产品

Geoblink’s Location Management platform
Geoblink’s “Territory Manager” feature

技术栈

Machine Learning
Data Analytics

实施规模

Enterprise-wide Deployment

影响指标

Productivity Improvements
Revenue Growth

技术

分析与建模 - 大数据分析
分析与建模 - 实时分析

适用行业

消费品

适用功能

商业运营
销售与市场营销

用例

库存管理
供应链可见性(SCV)

服务

数据科学服务

关于客户

Danone is a multinational corporation that was founded in 1919. It has its roots in promoting healthy eating habits and caring for loved ones. The company was founded by a Balcanic immigrant in a small factory in Barcelona and has grown to become an icon in the consumer goods manufacturing industry. Danone plays a fundamental role in the distribution of yoghurt across the Western world. The company is known for its corporate social responsibility initiatives and works continuously to improve the product offerings across its diverse portfolio. To do this, they need to understand what consumers want in order to provide them with the healthy products they need at the right time.

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挑战

Danone, a multinational corporation in the consumer goods manufacturing industry, faced a challenge in understanding the consumption behaviour associated with each point of sale format in its extensive convenience channel network. The network included small local supermarkets, neighbourhood stores, corner stores and kiosks. The disorganised nature of this network made it difficult to define the assortment of products to be stocked in refrigerators with limited space, which section of the cashier payment queue is the most strategic, the type of point of sale advertisement to be used, among other things. Danone had been trying to organise and explain the behaviour of its convenience channel for 70 years.

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解决方案

Danone sought help from Geoblink to organise its 13,000 points of sale. Using Geoblink’s “Territory Manager” feature and in collaboration with the Customer Success team, Danone was able to start organising its network. They used a technique called clustering to group objects into categories that were previously undetectable. This methodology allowed them to process hundreds of stock-keeping units (SKUs), finding the ideal classification for all products. Geoblink combined sales data with premium location datasets from outside of the store, making the clustering models capable of identifying specific types of behavioural patterns occurring around points of sale for all SKUs in the manufacturer’s inventory. They grouped the 13,000 points of sale into 12 clusters and then applied business savvy along with Geoblink’s clustering model to pinpoint patterns of stores that behaved similarly, coming up with three final clusters.

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运营影响

Danone was able to put a chaotic and disorganised distribution network in order, classifying the points of sale into three groups: urban, rural and impulse.
They designed three pictures of success that took into account the particularities of each POS model, defining the key actions associated with success for each.
The solution was initially received with scepticism, but the positive results didn’t take long to appear.
With Geoblink’s support, Danone was able to optimise its product distribution strategy.

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数量效益