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Do you carry the top 20 chocolate singles SKUs?

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ITWALInsights082013Independent convenience-gas retailers face different challenges from their banner and chain counterparts, operating autonomously, without any head office support. As a result, the performance of these retailers has never been accurately measured, and that’s exactly where ITWAL Insights comes in.

“ITWAL Insights leverages the power of the Promo Select program to truly measure the performance of the independent trade class; it really opens everyone’s eyes to what’s taking place in the independent community,” explains Peter Allen, director of business development for ITWAL Limited.

”Insights gives clear direction on where the opportunities are for suppliers: they can now look at the reports, see how their SKUs are performing, and then work with their full-service distributor to capitalize on opportunities in the marketplace.”

Insights tracks sales data from 56 ITWAL full-service distributors across the country, and tracks more than 20,000 independent accounts through the Promo Select program. When Fulcrum’s data team receives this information from the FSDs, it is then processed and placed online for participating suppliers to access at any time.

Insights currently tracks data from the five major confectionery suppliers in Canada, including more than 2,000 SKUs, and has room to expand into other categories as more suppliers come on board.

“I think the opportunity is there for suppliers to get serious about the potential of the data, and actually put a team behind making these distinctions,” says Mark Morgan, business development manager with Fulcrum Media Inc., whose team measures three hundred to four hundred thousand transactions a month. “It’s one thing to have the data, but it’s another thing to act on it.”

Martin Spencer, director of sales in the impulse channel for Mars Canada, says his company is already putting Insights data to good use. “We’re using the tool to understand the relative performance of our items, and to measure and assess the impact of our promotional displays and geographical opportunities,” says Spencer. “It gives us the opportunity to be smarter about how we want to drive business and sales in the independent channel.”

Allen says this increased independent transparency benefits the entire industry, particularly the retailers who can look forward to receiving more accurate and specific solutions from suppliers and distributors.

“Independents now have a voice; they don’t have to get lumped in with a class of retailer they don’t belong to and get treated the same. Suppliers can now see what they’re doing, and suppliers with initiative and foresight can actually tailor SKU listings, promotions, and deployments toward independents.”

ITWAL Insights SKU ranking charts like this one can help independent convenience retailers ensure they carry the top SKUs in their stores to meet customer demand.

 

National SKU Ranking
Top 20 Chocolate Singles SKUs based on Gross Sales

Rank

Supplier

Format

Product Name

Retail Size

Package Desc

1

Nestlé

Singles

 Kit Kat 4 Finger

45 g

48 Bars / Box

2

Nestlé

Singles

 Aero Milk Regular

42 g

48 Bars / Box

3

Mondelez Canada

Singles

Caramilk

52 g

48 Bars / Box

4

Mars Canada

Singles

 Mars Bar

52 g

48 Bars / Box

5

Nestlé

Singles

 Coffee Crisp Regular

50 g

48 Bars / Box

6

Hershey’s

Singles

 Reese Peanut Butter Cups

46 g

48 Bars / Box

7

Hershey’s

Singles

 Oh Henry!

58 g

24 Bars / Box

8

Nestlé

Singles

 Smarties Regular

50 g

48 Bars / Box

9

Nestlé

Singles

 Kit Kat Chunky

50 g

24 Bars / Box

10

Mars Canada

Singles

 Twix Cookie Bar

50 g

36 Bars / Box

11

Mars Canada

Singles

Snickers Bar

59 g

48 Bars / Box

12

Mondelez Canada

Singles

 Mr Big Original

60 g

24 Bars / Box

13

Mondelez Canada

Singles

 Wunderbar

58 g

24 Bars / Box

14

Hershey’s

Singles

 Hershey’s Cookies ‘n’ Creme

43 g

36 Bars / Box

15

Nestlé

Singles

 Aero Peppermint

41 g

24 Bars / Box

16

Nestlé

Singles

 Big Turk Regular

60 g

36 Bars / Box

17

Hershey’s

Singles

 Hershey’s Almond

43 g

36 Bars / Box

18

Nestlé

Singles

 Mirage Regular

41 g

36 Bars / Box

19

Hershey’s

Singles

 Eat-More Original

52 g

24 Bars / Box

20

Nestlé

Singles

 Rolo 10 Pieces Tube

52 g

36 Bars / Box

Source: ITWAL Insights, chocolate singles, Q1 2013, Jan 1 to Mar 31 2013