Data and insight specialist TWC has launched Alchemy Elements – a modular, cloud-based suite of digital tools that lets retailers and wholesalers really get to know their customers through identifying, and managing, growth opportunities to the benefit of suppliers and route-to-market chains.
Alchemy Elements consists of five separate modules which can be used individually or collectively. All are easy to use, scalable and have been designed to deliver business advantage.
Learn is Alchemy’s 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 Snap Share picture portal technology, which represents a major 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 deliver intelligent reporting.
Users simply take and share images of execution to prove ‘compliance’, which allows stakeholders to see (and verify) exactly what is happening in-store and/or in-depot.
Snap Share also removes the need for suppliers to send dozens of field sales representatives into depots or c-stores to monitor compliance, allowing resources to be devoted to front line growth and development.
Engage is Alchemy’s module for facilitating tailor-made, targeted messaging to customers, through specially developed customer apps. It is aimed at wholesalers or retailer groups wishing to reach individual retailers, or retailers who wish to reach the end consumer. Information from the Learn module can be embedded to deliver highly personalised communications and incentives to recipients – messages which are relevant and compelling based on prior sales data.
Reward – Alchemy 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, Reward 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 ROI versus 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, store profile, highlights specific growth opportunities, recommendations for ranging and is a valuable aid in helping individual stores develop. This 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 boss Tanya Pepin said: “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 ground-breaking 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 and 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.”
For further information visit the TWC website.
