Katz Gluten Free stays on the rise with Crisp

Solution

Refining the recipe for growth
The Katz team is eager to become a more data-driven company, but their plan is not to start drinking from a firehose. As Marketing Director Roberto Cruz explains, “As a small company, our plan to ramp up to higher data and insight capability is more about evolution than revolution.” The Crisp platform makes it easy for his team to access priority metrics such as sales performance by geography, banner, and warehouse. With a live-feed of sales data down to the zip code, Roberto can now design geographically targeted campaigns in key markets, and share target locations with his media partners — insights that would only have been known anecdotally before.

With over 100 products in the Katz family, Roberto says it’s invaluable to see the product lineup as a whole and identify what is growing, what isn’t, and why. With this information, he can prioritize products as a marketer. His team can also analyze product assortment and combinations — for instance, identifying two products that sell particularly well together, and applying those insights toward another retailer. The Katz team can also leverage data in key activities such as New Product Innovation to help validate product priorities in its pipeline. With an eye on velocity, Katz’s sales team can bring these insights into buyer conversations. As he explains, “From reports, you can build insights, and then build a data-driven case for additional items, increased shelf space, or more merchandising. The key is to create value for our partners by leveraging the data to generate valuable consumer insights.”