With annual revenues of $8 billion, Constellation Brands is a leading producer, marketer and manufacturer of beer, wine and spirits. The 100-plus brands in its portfolio include Corona Extra, Robert Mondavi and Svedka.
Histoire de réussite
Constellation Brands
Planification de l'espace
Constellation Brands takes a spirited approach to category management
L'entreprise
Le défi commercial
As retailers expanded the number of brands and SKUs they offer in stores, Constellation Brands needed to maximize its category item impact on shelf. Yet it was relying on historical data in a fast-moving market.
La solution
Constellation Brands s'est associé à Blue Yonder pour intégrer des données prospectives et des analyses prédictives dans ses plans d'agencement, afin de soutenir la croissance et de maximiser la valeur de l'assortiment à plus long terme.
“Constellation Brands has built its business around looking at the needs of the consumer, and understanding those needs from our retailer customer’s perspective. Our goal is to go beyond a myopic focus on the category and instead focus on customer solutions that truly add value. Our Blue Yonder solutions bring that commitment to life.”
–Trent McKinster, Senior Director, Assortment and Space
Forming retailer partnerships based on trust
“Retailers want transparency, and they want objectivity. They want to know that they can trust us and our data. With the Blue Yonder category management solutions, we’re able to provide a factual basis to show the real value we’re adding – and demonstrate how we arrived at our plans. Our retail partners can see exactly how we will both achieve success moving forward.”
From a historical perspective to a forward-looking view
“In the past, our plans were based on historical sales data. But in fast-moving categories like beer, wine and spirits, that’s not enough. By the time the shelves are set, demand has likely already changed. Blue Yonder enables us to leverage predictive analytics and modeling to forecast future demand movements and anticipate new consumer needs.”
Planification d'assortiments de produits très divers
“Our product lines are large and diverse. Blue Yonder helps us rationalize our local assortments and determine which items add the most value. We can eliminate redundancies, focus on high-velocity and highly incremental SKUs, and take other actions that increase shelf productivity.”
Avantages de la solution
L'élargissement des catégories de produits et des gammes, ainsi que l'évolution rapide des tendances de consommation, obligent les détaillants à rationaliser constamment les SKU (unités de gestion des stocks) de leurs catégories. Les solutions de gestion de l'espace et d'implantation des magasins de Blue Yonder aident Constellation Brands à placer le bon produit sur la bonne étagère, dans le bon magasin, afin de répondre aux besoins changeants des consommateurs. Plutôt que de s'appuyer uniquement sur l'analyse des données de ventes historiques, Constellation Brands peut intégrer des informations prospectives et granulaires ainsi que l'analyse prédictive pour anticiper les tendances de vente à plus long terme. Les solutions intégrées de gestion des catégories de Blue Yonder améliorent la visibilité et la collaboration, de la planification jusqu'à l'exécution en magasin, afin de soutenir des partenariats plus solides avec les détaillants et les fournisseurs.
“We selected category management solutions from Blue Yonder to maximize transparency and visibility when making critical item decisions. Compared to other space planning solutions, Blue Yonder allowed us to include more fields –over 50 descriptions–with more robust detail to allow for more impactful and accurate decision-making with our retail partners.”
–Trent McKinster, Senior Director, Assortment and Space
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