BlueTriton Brands, Dude Wipes, Unlock Retail Execution with Data-Driven SKU Optimization
BlueTriton, Dude Wipes, and Mars-owned brand Trü Frü are aiming to maximize their capacity to respond to and leverage merchandising signals through a new in-store execution tech investment.
The brands are set to work with computer vision technology company Trax to gain increased, real-time visibility into what is happening in-store and on the shelf, down to the SKU level.
Trax’s signal-based merchandising (SBM) technology connects with shoppers while in-store to collect a network of “signals” — or data points – about retail conditions, which brands can then use to inform decisions on retail execution.
SBM technology is fueled by proprietary fine-grained image recognition and machine learning algorithms that turn images of stores shelves into shelf and store-level insights.
BlueTriton, which counts brands like Poland Spring, Deer Park, Ozarka, Ice Mountain, Zephyrhills, and Arrowhead in its portfolio, has been testing the SBM tech in beta, along with Dude Wipes and Trü Frü.
After gathering real-time data on out-of-stocks and related metrics for priority retailers, Trax identifies high-impact stores, enabling brands to focus efforts where they'll have the most revenue impact.
Following the insights garnered from stores, Trax deploys its flexible workforce, Flexforce, to evaluate data, confirm insights, and work with store managers to take action. Brands and retailers also receive store-level reporting and an end-of-program ROI analysis.
Brian Felter, a senior sales leader at BlueTriton Brands, highlighted the significant impact of tapping real-time insights into the availability of power SKUs. During a peak season, these insights enabled BlueTriton to make more informed decisions, Felter says.
"Our ability to review sales data, in-stock levels, and measurable ROI metrics in the dashboard allowed us to execute our merchandising strategy and ultimately direct resources to the right place, at the right time to drive fixes (and sales!),” he added.
