CONA optimizes SKU portfolios by equipping sellers with ML
CONA (Coke One North America) is a bottler that provides restaurants, movie theaters, convenience stores, grocery stores, and other customers with Coca-Cola products. The company was looking for a way to optimize its product assortment to drive value for its customers across markets and locations.
This proved to be tricky, as the company had infrequent SKU changes, so they could not take advantage of the opportunities or trends in demand as quickly as competitors. With a large market spanning North America, CONA often provided the same product assortments for their sellers per region. This process couldn’t account for the granular differences of consumer preference, market conditions or identify factors behind sales performance.
CONA needed a solution that could empower field sellers on the ground and provide unique product assortments for each of their locations in a scalable way.
To get the most out of their data, CONA partnered with Neal Analytics to create:
- A cloud-based analytics platform
- AI-optimized product portfolios and recommendations
- BI dashboards, including on-the-go mobile reports for field sellers
Neal Analytics used SKU Assortment Optimization to segment and analyze CONA customers to identify the factors driving product performance, including local customer preferences. By comparing product assortments across locations, CONA could use their data to pinpoint top and bottom SKU performers, cannibal products, and undersold products that had the potential for high market penetration.
CONA empowered field sellers with data insights by leveraging a cloud-based platform and user-friendly mobile dashboards. With access to on-the-go analytics and personalized product recommendations, the sellers could make SKU decisions and receive unique product recommendations based on their location and customer preferences.