This leading beverage manufacturer, like many CPGs, enter into promotional agreements with retail and wholesale partners in order to be competitive. Often times, there are specific location, time-frame, and price-based criteria involved to help ensure that retailers can compete with other stores. When a violation occurs - which is not an infrequent event - trade spend dollars are often requested by retailers as compensation.
The observation of the agreement's violation originated from the wholesaler. Often times, wholesalers have access to higher quality data than their CPG partners, giving them the upper-hand in many situations involving trade spend. Without real-time, hyper-local competitive data, CPGs like this beverage manufacturer can have trouble monitoring the necessary metrics for their trade agreements, and cannot effectively refute agreement violation claims.
Using Datasembly's hyper-local capabilities, this beverage manufacturer was able to obtain data on their products at the wholesaler's competitor stores within the agreed-upon 20 mile radius of their own stores. Then, using Datasembly's real-time data, they were able to identify the time frames of the competitors' promotions that triggered the violation claim. They were able to determine that no stores within the target areas ran promotions for longer than the agreed-upon 10 week period, and successfully refuted the claim on their trade spend dollars.