Symphony GOLD enables Beiersdorf to improve brand performance

NIVEA manufacturer, Beiersdorf, implements Assortment Management solution for UK operations

Beiersdorf logoBeiersdorf, the 100 year old CPG company and manufacturer of NIVEA, the UK’s second largest skincare brand, has chosen Symphony GOLD’s Assortment Management solution to help increase distribution whilst rationaliszing its range of products. Assortment Management is available as part of Symphony GOLD’s industry-leading unified software platform for retail.

A customer of Symphony GOLD since 2008, Beiersdorf currently utilizes GOLD Space Planning and has subsequently added the Assortment Management solution in response to the increasing pressure from retailers for manufacturers to assist in rationalizing their ranges.  According to Symphony GOLD’s 2015 Category Management survey*, 60% of CPG manufacturers are being asked by their retail partners to prioritize new product development whilst at the same time keep in mind the need for overall SKU rationalization.

The Assortment Management solution enables Beiersdorf to gain meaningful market insight from product sales data and rapidly identify opportunities for range recommendations with a specific focus on promotions, distribution, and price. Beiersdorf will now be able to efficiently develop profitable assortment propositions for their retailer accounts including optimizing the store-level distribution of SKU’s.

Beiersdorf will also be able to save time and export its data and analysis to generate retailer ready presentations to justify its recommendations. The solution will also mean less data processing for the organisation and provide meaningful market data insight enabling Beiersdorf to link sales data to planograms, therefore matching product sales against space on shelf.

“The implementation of Symphony GOLD’s Assortment Management will perfectly complement the existing GOLD Space Planning solution,” said Malika James, Category Manager, Beiersdorf. “Symphony GOLD’s Assortment Management will provide us with the ability to rationalise our ranges and improve decision making, ensuring our retailers remain confident that they are being provided with the most appropriate SKUs at any given time.”

“Symphony GOLD is delighted to broaden its working relationship with the leading CPG manufacturer Beiersdorf. GOLD Assortment Management working in conjunction with GOLD Space Planning empowers CPG manufacturers to make key decisions about their product lines based on accelerated insight and analysis of the performance of their brands,” commented Matt Robinson, Market Development Director, Symphony GOLD.

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