SEARA – INTERACTION
For 10 years, Seara has been carrying out the PED – Distributor Excellence Program, which is aimed at the distribution channel for its commercial development, with the objectives of:
- Encourage sell out and excellence in execution by Seara distributors.
- Increase the volume of Seara products with high added value.
- Increase the number of items per customer.
- Increase numerical distribution by taking Seara products to as many retailers as possible.
To execute the PED, goals are determined by distributors focusing on Sell-in, Sell-out and in-store execution indicators.
As a premise for distributors to participate in the PED, they need to be integrated into the Matrix.
Mtrix has been a partner of Seara for over 9 years, and a key player in the execution of the PED. Seara uses Mtrix intelligence solutions that allow daily monitoring of PED indicators and the extraction of insights to guide sales and trade marketing teams.
One of the main Mtrix tools used by Seara for PED 2024 is Interaction by Mtrix.
Solution
InterAction by Mtrix is a dashboard that, in just a few clicks, identifies loyalty opportunities at points of sale and guides the mix of products that should be sold.
The tool was optimized for PED, offering valuable insights into customer purchasing behavior, to define target regions and establish ambitious challenges, in order to increase the number of customers who purchase regularly, driving sustainable business growth.
“This platform provides a detailed analysis of each customer’s purchasing frequency, identifying opportunities for optimization and corrective actions”, adds Arivilton Rehn, Sales Director – Distributor Channel (Seara Alimentos).”
Results
The partnership with Mtrix and use of Interaction in executing the PED resulted in a significant transformation in the sales and management strategies of Seara distributors.
With InterAction inserted in the execution of Seara’s PED, it was possible to precisely target distributors. The tool provides the following analyzes in a simplified way:
- Clustering of POS by loyalty level
- Detailed Mix opportunity analysis, demonstrating which mix of products the most loyal POS are purchasing and where the opportunities for mix growth and increased positivity are.
- Extraction of the Mine Map of Mapped Points of Sale with potential to leverage the product mix.
With this for the execution of the 2024 KPIs, it is being possible:
– Improve understanding of customer behavior;
– Direct Seara’s sales team and the distributor’s team accurately towards goals.
– Increase the presence of the value mix in small retail.
– Increase loyalty and repeat purchases from POS.
