Danone selects Assortment Management to maximize opportunities for growth in Yogurt brands

Danone logoSymphony EYC, a global leader in delivering ROI for retailers and manufacturers using customer insights to drive execution, today announces that Danone Ltd, the fresh dairy business behind yogurt brands Activia, Okyos, Danio, Actimel and Shape, is utilising Symphony GOLD Assortment Management to differentiate and grow its yogurt brands across the category for the UK market. A French food-products multinational corporation that produces fresh dairy products, bottled water, cereals and baby foods, and yogurts, the Groupe Danone is marketed as the Dannon Company in the United States.

The Symphony EYC solution will enable Danone to focus on adding value to retailer partners by maximizing category performance within the dynamic yogurt segment of UK supermarkets.

“The yogurt category is extremely competitive with a significant focus on new product development,” says Max Stricker, Category Management, Danone. “Consumers are not just eating yogurt at a set time of day, which opens the door for new ranges and wider appeal. With the help of Symphony EYC’s Assortment Management solution, we are now able to analyze purchase behavior quicker and more efficiently, revealing potential gaps in the category. This enables us to deliver actionable insight to our retail partners leveraging market opportunities for new yogurt lines.”

As well as monitoring shopper behavior around yogurt purchasing the Symphony EYC solution has helped Danone to prepare category review presentations identifying both opportunities and risks across the entire category.

“With so much product choice, understanding customer purchase behavior is crucial for both retailers and manufacturers,” says Matt Robinson, Market Development Symphony EYC. “By implementing category management solutions that support growth and deliver customer-centric assortments, companies such as Danone are able to easily highlight opportunities and threats to tailor assortments that align with customer preferences and demand.”

Stricker concludes, “As well as having a better understanding of the yogurt category, we are now able to generate item and category performance analysis in a matter of hours where it previously took days to integrate the data and build reports. We can now focus on adding value to our brands and providing actionable insights to our retailer partners to drive category growth and shopper satisfaction.”

Learn how Danone are delivering optimized assortments.

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