our Success cases

casos de Éxito

How a leading ice cream company identified top priority outlets to grow penetration in fragmented channels in Spain using outlet-level scoring models

One of Spain’s leading ice cream companies faced challenges due to insufficient knowledge of the Out-of-Home (OOH) PoS universe.
With a mix of direct service regions and distributor-served areas, the company aimed to expand OOH penetration and market share – particularly in direct service regions – improve commercial route efficiency and implement segmented campaigns tailored to PoS types, considering regional and seasonal factors.

Through advanced analytics and digital modeling, we have built a customized segmentation strategy and identified the most relevant PoS across different channels.
By integrating multiple data sources, we have developed a data-driven methodology that considers seasonal variations and geographical factors, ensuring precise targeting.This allows for an optimized commercial approach that maximizes efficiency in both acquisition and existing client engagement.

Customized segmentation adapted to the client’s commercial strategy and consumer occasions
Comprehensive mapping of PoS to identify hotspot areas and facilitate browsing, characterizing PoS with a match & merge process to segregate existing clients from acquisition targets
Estimation of PoS potential: potential assessment based on location, attributes, segment, and seasonal impact
Commercial action plan: targeted PoS list by month, region and salesperson, with integrated success monitoring KPIs and incentive structures.

PoS list classified by potential, geolocation and segment to facilitate targeted value proposition

Defined action plan and KPIs to streamline execution, including

Targeted PoS list per route and sales profile

Monitoring indicators integrated into weekly reporting

Acquisition targets embedded in the incentive scheme

Our proprietary tool enabled the systematic identification of high-potential PoS and optimized route planning
By integrating diverse data points and predictive modeling, we empowered the client’s sales force with actionable insights and a clear roadmap for execution, driving both penetration and commercial efficiency.