SKUtrak: Innis and Gunn Case Study

"SKUtrak is a tool that provides you with consistent and valuable data insights across the spectrum of retailers instantly. As a result, you can see your top line performance and solve problems quickly. Using SKUtrak saves time as without it you have to be digging into each retailer system and crunching so many numbers you might miss key points. SKUtrak allows me to work more quickly and efficiently. I would highly recommend the service to any FMCG supplier""

Dave Knowles | Head of Sales, UK Off-Trade

Achieved an average growth rate of +30% for 3 years in a row

In the Off-Trade we have achieved an average growth rate of 30% over the last three years. During this period the brand has jumped from number 16 to number 8 in Scotland’s top alcohol brands (The Scottish Grocer), and is the UK’s ‘3 craft beer brand. A significant part of the success we have achieved can be attributed to SKUtrak and how it displays the data. We integrated SKUtrak’s reports into both our internal and external ways of working, which helped us to work smart, scale the business and increase our share of voice with our retailers.

A great example is where we have a brand that is one of our retailer’s best selling 4x440ml packs in Scotland. Using the rate of sale data in SKUtrak, we were able to have a conversation with the retailer about looking at an incremental 10 pack listing. The conversation led to us launching the 10 pack product and we can see that the brand is in +131% growth in that account over the last 52 weeks.

Internal change management around the use of data...

Through enhancing our weekly sales reporting, people started to see the value in looking at data visually. This meant that other parts of the business started changing the way they used their own data. Our marketing team now uses SKUtrak as a result. We invest in supporting the brand by advertising across key UK cities. Our marketing team then use SKUtrak to track the impact of these marketing campaigns to help them look at sales pre, during and post campaigns, and determine the true increase in sales.