Pet Society, a well-known brand in the pet market, rhas reduced its Lost Sales metric by 81% using Neogrid’s indirect channel visibility solution.
Neogrid is constantly working to optimize its clients’ metrics and results. With this in mind, we created “Mission Neogrid” to boost client results by leveraging data to drive execution. The challenge lasted four weeks, focused on a specific problem, and fostered healthy competition among the sales teams across various industries.
It was in this context that Pet Society emerged, founded in 2004. The company belongs to a group that has been active since 1986 in the human pharmaceutical and cosmetic markets, and is one of the most recognized brands in the pet market — not only in Brazil but also in the various countries where the company operates.
Pet Society is the most modern animal health and hygiene cosmetics company in Latin America today, and seeks not only to create exclusive, high-quality products, but also to introduce new concepts that benefit and help modernize the pet market.
Challenge
As a long-standing partner of Neogrid, Pet Society has its entire distributor network connected to Neogrid and was selected to participate in the Neogrid Mission with the following challenge: to reduce the Lost Sales metric, which occurs when a distributor fails to sell to the POS based on their purchasing cycle.
Solution
To carry out this initiative, 11 different companies participated, with 26 sales representatives from the indirect channel, three of whom were from Pet Society, nominated by the company’s national sales manager.
Through daily use of Neogrid’s indirect channel visibility solution, sales coordinator Igor Cavalcante da Rocha Lima was able to distinguish himself by strategically managing the Pet Society distributor, directing the team of partner salespeople to focus on retail locations with immediate purchasing opportunities.
Solução
Para a execução desse Missão, 11 diferentes indústrias participaram com 26 representantes de vendas do canal indireto, dos quais 3 eram da Pet Society, indicados pela gerente de vendas nacional da empresa.
Com o uso diário do Demand Activation Distribution (DAD), o coordenador de vendas Igor Cavalcante da Rocha Lima conseguiu se destacar realizando uma gestão estratégica da distribuidora da Pet Society, direcionando o time de vendedores parceiros para atuar nos PDVs que possuíam oportunidade de compras imediata.
Results
Through the Mission, Pet Society realized just how useful Neogrid’s solution could be and how it could provide valuable insights for the industry, as sales manager Gisele Jardim explains: “These contests and the frequent training sessions Neogrid offers are very important. As a sales professional, I view the tool very positively and want it to keep getting better because, for us, it’s essential.”
With significant experience using the Neogrid platform, Pet Society’s results were a success within the Neogrid Mission. In just four weeks, the company managed to reduce its Lost Sales Index by 81%, a result that went down in the history of all Missions, placing Pet Society in first place for that edition.
With exponential growth in recent years, Pet Society realized the need for more advanced data control—that is, a system capable of meeting all the company’s needs. “All this growth means that, more and more, we need to have control over our data and scale up production. For that, the Neogrid tool is very important because it’s where we can see how the distributor is performing and even win back customers—as was the case with the Mission,” says Gisele..
Resultado
A Pet Society percebeu, com o Missão, o quanto utilizar o DAD poderia ser útil e oferecer boas informações para a indústria, como conta Gisele Jardim, gerente de vendas: “Esses concursos e os treinamentos frequentes que a Neogrid oferece são muito importantes. Como comercial, vejo a ferramenta de forma muita positiva e quero que ela seja cada vez melhor porque, para nós, ela é essencial”.
Com boa maturidade no uso da plataforma Neogrid, o resultado da Pet Society foi um sucesso dentro do Missão Neogrid, em apenas 4 semanas, a empresa conseguiu reduzir o Índice de Venda Perdida em 81%, sendo esse um resultado que ficou para a história de todos os Missões, deixando a Pet Society em primeiro lugar daquela edição.
Em um crescimento exponencial nos últimos anos, a Pet Society percebeu a necessidade de ter um controle de dados mais avançado, ou seja, que conseguisse suprir todas as necessidades da empresa. “Todo esse crescimento faz com que, cada vez mais, a gente precise ter o controle dos dados, ganhar escala de produção e, para isso, a ferramenta da Neogrid é muito importante porque é onde a gente consegue ver como o distribuidor está se comportando e até mesmo recuperar clientes – como foi o caso do Missão”, relata Gisele.
Customer testimonial
“Thanks to the solution, we discovered that many customers were inactive, had unsubscribed, or were experiencing financial issues. We were able to win back some of these customers and bring them back into the sales cycle. We ran a strong incentive campaign with distributors and their salespeople, and as a result, even customers who used to buy sporadically placed orders during the competition period.”
Igor da Rocha Lima, Sales Coordinator at Pet Society
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