Growing Partnerships: How Nature Fresh Uses Storesight for Organic Growth
Nature Fresh Farms, a leading greenhouse produce company, recognized the growing demand for data-driven insights in the fresh produce industry. Facing challenges with traditional, labor-intensive methods of collecting in-store data and a sales team often disengaged from complex analytics, Nature Fresh partnered with Storesight. This collaboration aimed to provide real-time visibility into retail conditions, enhance merchandising strategies, and empower their sales and trade marketing teams with actionable insights to better serve retailers and drive sales.
Before Storesight, I was looking at pricing... looking through some photos of our products on shelves, and wondering, "why was it so expensive? It should be under a dollar?" And so we saw it on Storesight. And then we went through and did the whole analysis. And now our retail partner adjusted pricing, so that's a big win for us.
Challenge
Lack of Actionable In-Store Data: Traditional methods for gathering in-store data were costly, time-consuming, and provided limited, often outdated, regional insights.
Sales Team Disengagement with Data: The sales team struggled to utilize complex data platforms, hindering their ability to engage effectively with buyers and address immediate store-level issues.
Seasonality and Dynamic Merchandising: The highly seasonal nature of produce required constant adjustments to planograms and promotions, making it difficult to provide consistent, data-backed recommendations.
Ineffective Promotional Analysis: Without visual confirmation of promotions and displays, it was challenging to assess the success of past campaigns and optimize future strategies.
Solution
Implemented Storesight for Visual Retail Intelligence: Nature Fresh adopted Storesight to capture real-time photos of store shelves, promotions, and displays across various US retailers.
Integrated Storesight with Existing Data Sources: The trade marketing team leveraged Storesight data in conjunction with Circana (and similar scan data) to conduct in-depth analyses of merchandising effectiveness and promotional impact.
Empowered Sales Team with Visual Communication: The sales team actively used Storesight's photo-sharing capabilities to send real-time updates and highlight out-of-stocks or display issues directly to buyers, fostering proactive communication.
Developed Data-Backed Merchandising Recommendations: Nature Fresh used Storesight photos to identify optimal shelf space allocation and merchandising strategies, directly demonstrating potential revenue gains to retailers.
Results
Enhanced Retailer Partnerships: Became a trusted partner for retailers, answering their questions about product placement and promotion strategies, demonstrating value beyond just supplying produce.
Increased Sales Team Engagement: Sales team members became "super users" of Storesight, actively leveraging the platform to identify and address in-store issues and initiate conversations with buyers.
Identified and Corrected Pricing Errors: Uncovered a three-year-old pricing error where premium and entry-level items were inversely priced, leading to a significant correction and improved profitability.
Improved Promotional Strategy: Gained the ability to analyze past promotions visually, understanding display execution (e.g., "buy one, get one" offers) to inform and optimize future marketing campaigns.
