TWC has launched Alchemy Elements – a modular, cloud-based suite of digital tools that enables retailers and wholesalers to really get to know their customers through identifying and managing growth opportunities to the benefit of suppliers and route-to-market chains.
Comprising different modules – LEARN, SHARE, REWARD, ENGAGE and PERFORM – that can be mobilised individually or collectively, each is easy to use and scalable, and has been developed to deliver business advantage:
LEARN is the Alchemy insight dashboard which reports sales performance and shows year-on-year trends, delivering vital information and identifying opportunity. Easily digestible reports can be accessed by supplier/brand/SKU or by individual customer.
SHARE includes the revolutionary Snap Share technology, which is leading a step change in how compliance is approached, reported and managed and delivers a cost-effective digital solution to one of the biggest challenges in retail. Snap Share is a highly cost-effective way to scale up compliance checks in-depot and in-store, and to deliver intelligent reporting.
Users simply take and share images of execution in quick time to prove compliance, which allows stakeholders to see (and verify) exactly what is happening in store and/or in depot. Snap Share also has a significant implication for suppliers in the approach to compliance – sending dozens of field sales representatives into depots or c-stores is obviously time-consuming and costly. Snap Share removes this need, enabling resources to be devoted to frontline growth and development.
ENGAGE is Alchemy’s module for facilitating tailormade, targeted messaging to customers, through specially developed customer apps. It is ideal for wholesalers or retailer groups wishing to reach individual retailers, or retailers who wish to reach the end consumer. Technology allows for information from LEARN to be imbedded to deliver highly personalised communications and incentives to recipients – messages that are relevant and compelling based on prior sales legend.
REWARD can be used by wholesalers to reach retailers or by retailers to reward consumers, whether for NPD trials, sales promotion or loyalty building. Based on personalised algorithms, Alchemy Rewards can identify customers with a higher propensity to purchase and then incentivise them accordingly. This may mean encouraging them to trial a new product, purchase within a new product category, or respond to a promotion. Vouchers can be paper-based, till-based, or simple e-vouchers redeemable through a variety of formats. Take up is measurable, enabling clear return on investment.
PERFORM is a sales app for field sales personnel to use when calling on stores, increasing their efficiency, optimising their time and making it easy. It provides retailer purchase history and store profile, highlights specific growth opportunities and recommendations for ranging, and is a valuable aid in helping individual stores develop. This powerful customer relationship management tool is underpinned by Alchemy LEARN, giving intelligent tailored capability to show opportunity, report against targets and measure compliance.
Commenting on the launch, TWC CEO Tanya Pepin says: “Alchemy Elements is a powerful suite of tools for the industry that offers a closed loop solution right through from understanding individual customer behaviour to monitoring and managing compliance, and rewarding best practice.
“Our Snap Share technology is groundbreaking in that it provides a digital solution to an historic industry challenge. Having the right products listed and stocked/available right through the value chain, from wholesaler to retailer, is critical for the ongoing success of independent retailers. Breaches in compliance are estimated to run to many millions of pounds each year in lost opportunity. Now, it is straightforward to monitor and mobilise better in-depot/in-store execution leading to higher sales – for the wholesaler, the retailer and the supplier.”
Tel: TWC (01908) 920602
Published Date: December 26, 2019