Management in various regions of the country designed different surveys—making rolling up data for an aggregate national view difficult and thus creating misalignment across teams.
Furthermore, Terlato reports on individual accounts and regions as large as one-third of North America. Surveys were created using spreadsheets, and the results, according to Brown, were tedious and difficult to compile.
Terlato’s distributor network makes sales calls, visits accounts, pitches products, and handles follow-ups. However, within some markets, Terlato district sales managers are accountable for placement, which includes putting products into a store’s circulation and documenting cases sold. Brown explained the complexity behind the supplier-distributor relationship.
For Terlato, real-time data has proven to be an invaluable source of insights to execute market objectives. Brown and his team now better understand Terlato’s share of premium price points, points of distribution, and shelf share.
GoSpotCheck’s reports demonstrate Terlato’s share of displays, exact number of stacked cases, and totaled in-store placements. “The combination of output and real-time data helps our team prove that important goals were reached,” Brown said.
Furthermore, Terlato empowers distributor partners by clearly displaying evidence of poorly placed products before sales are negatively impacted. Aggregated data also clearly display which distributors in a given state are responsible for what brands of wine.
In a small number of cases, two distributors sell a single brand. Terlato navigates this challenge efficiently by using filters, carefully tailored questions, and guidance from the GoSpotCheck partnership.
For Terlato, the largest benefit of GoSpotCheck can be found in real-time data aggregation. Instant feedback creates a seamless closed-loop process to ensure that Terlato stays aware of market trends, important pricing changes, and account visits.
“GoSpotCheck gives us real-time information that is dynamic, visual, and can be shared with an infinite number of people,” Brown said.