Flex Seal expanded its collaboration with Datavations to use retail sales data in its distribution strategy and new product development.
Flex Seal strengthens its commercial strategy with Datavations
Flex Seal and Datavations they renewed and expanded their multi-year collaboration with the aim of accelerating the brand’s growth in physical stores and improving their decisions on new products.
The alliance is now entering its third year, and as part of the new agreement, Flex Seal expanded the data coverage it obtains from major retailers through Datavations’ business intelligence platform.
With this information, the company specializing in sealants, coatings, adhesives and waterproofing products seeks to know more precisely how its products perform in each establishment and where there are opportunities to expand its presence.
Additionally, the strategy allows the use of real consumer sales data to support business conversations with retailers.
Data by SKU to expand distribution
One of the central points of the collaboration is access to sell-through information broken down by SKU and by store, this data allows the Flex Seal team to compare the performance of their products and provide concrete information during negotiations with their business partners.
The company uses this market intelligence to identify opportunities for new locations within stores and to expand the distribution of certain products.
This approach also allows businesses to operate outside the usual cycles in which retailers review their product lines and assortments. In this way, business decisions can be based on changes directly observed in sales and market behavior.
Phil Swift Flex Seal CEO noted that the platform provides information that allows the company to make decisions more quickly and attend business meetings backed by real data.
Business intelligence extends to product development
Furthermore, the alliance with Datavations is also influencing Flex Seal’s new product strategy.
The platform allows users to see which categories are experiencing growth and which price ranges are performing best. With this data, Flex Seal can evaluate opportunities before allocating capital to the development and launch of new products.
This analysis also works in reverse, the company can identify categories where business conditions do not justify investment and concentrate its resources on segments with better prospects.
The greater coverage of retail data also allows for comparing Flex Seal’s performance with the dynamics observed on the shelves and adjusting product development priorities.
Datavations turns retail sales into market intelligence
Datavations operates a intelligence platform it’s a marketing tool aimed at manufacturers in the home improvement sector. Its system collects daily data related to pricing and inventory at the SKU level and converts it into information on consumer sales in individual stores.
Manufacturers can use this data to analyze prices, assortments, and inventories and detect market changes more quickly.
Philip Odelfelt, founder and CEO of Datavations, highlighted that Flex Seal uses this information with a focus on future decisions and business execution rather than simply studying past results.
Flex Seal is part of the product family marketed and distributed by Swift Response, LLC the company was founded in 2011 and develops products for home repair and maintenance with special attention to waterproofing, adhesives, bonding products and sealants.
The expansion of the alliance thus places the data analysis in two directly related areas: the expansion of Flex Seal in retail and the selection of upcoming product opportunities.
Source: PR Newswire
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