Case Study: Chosen Foods Dressings

BUSINESS CHALLENGE:
Improve transparency and execution across grocery, club and specialty

Launched in 2011, Chosen Foods grew rapidly across brick-and-mortar retail channels using a three-tier manufacturer - distributor - retailer model. Their avocado-based oils, spreads and dressings appealed to shoppers in club, grocery, and specialty stores, now found in more than 40,000 stores. To achieve growth and velocity goals, the Chosen Foods team needed visibility into in-store presentation, assortment, and inventory. They required specialized capabilities, such as void analysis, targeted execution, and data-driven retailer programs.

SURVEY SOLUTION:
Distributed workforce provides timely, consistent retail execution & analytics

Survey.com visited 6000 stores across 8 retailers, focused on the Chosen Foods assortment, on-shelf availability, and recommended sell dates. Survey’s dashboard provided reporting by retailer and by region, summarized on key metrics, with drill-down to store visit data. The combination of execution, data analytics, and account manager interaction gave Chosen Foods rapid and reliable visibility into their products on shelf. “It gives us real insight to how our products look on shelf in different retailers, different regions. We see who else is on shelf, how it’s placed, what’s around us,” says Brand Manager Robin Burgin.

RESULTS:
Targeted retail execution delivers sales lift and helps build brand value

Survey’s focus on in-store visibility and transparency produced improved retail results. Burgin points to the value of closing gaps to drive strong activations, without the need for price promotions: “having Survey identify voids, talk to store managers and ensure that product is back on the shelf gave us a 15-20% lift.” This was proof that voids analysis and closing gaps could deliver sales lift comparable to price promotions, without the brand value erosion associated with repeated discounts. Burgin and Associate Brand Manager Keri Kaplan credit Survey with “helping us maintain the brand as we grow. Especially in our industry, consistency and execution are key. Survey’s responsiveness and flexibility are great and their dedication to partnership means everything.”