Understanding the OO in Typhoo….

Typhoo has appointed insight specialists, TWC, to interpret the wholesale shipment data it purchases and strategically support the brand’s forthcoming relaunch into the Wholesale channel – in order to drive upsell and profitability.

The relaunch will see Typhoo working closely with Wholesale and Distribution partners as it launches a re-energised pack design, and re-positions key skus to create strong profit opportunities and competitive prices for wholesalers and their convenience retail customers.

Steve Grylls, Head of Sales – Out of Home and Discounters for Typhoo, maintains that the most powerful sales tool is knowledge but having the capacity to analyse and interpret sales trends to build a strong knowledge base is a real challenge for his lean wholesale team:

“This all about innovation and renovation in the category, with a view to increasing our market position through understanding where our products are selling well and where there is headroom for growth” he says.

“We have chosen to work with TWC due to the agility of the team and impressive knowledge it offers of our market sectors.  It’s not just about the acquisition of data, although the value of data is increasingly recognised.  It is about the interpretation of what it means and this is what TWC is so good at….

“This is not a service you can ‘buy off the shelf’ – we are talking bespoke interpretation and understanding of the influences that impact our business by individuals who have immense expertise in the application and enablement of data reads.

“We have taken the view that if we want to catch little fish, you can stay in the shallow waters but if you want to catch the big fish – you have to go deeper”.

Tanya Pepin of TWC says:

“Typhoo is one of the great British’ institutions.  And, there is enormous opportunity out there for a brand to re-energise the Tea category and lead through a partnership approach with wholesalers to focus on ensuring retailers are buying the right products to drive an effective range through at convenience level.

“For too long, Tea has been a category that has been driven by sales-in.  A focus on sales out will benefit the whole supply chain”.

TWC is a highly experienced team of FMCG practitioners, fusing together classic Insight expertise and senior supplier-based knowhow. The company has a unique ability to interpret and apply data from multiple sources into Intelligent Insight that cuts through complexities and delivers enhanced returns on investment and value for money.