Petya Petrova - Fotolia
B&O Play – the headphones franchise of hi-fi specialist Bang & Olufsen – has begun using Zyme channel management software to manage its merchandise across its growing retail and distribution channels.
The franchise, which began four years ago, started selling through Bang & Olufsen retail stores, but it wanted to expand, using third-party retailers.
The company had previously used a closed environment where all sales data was available but, as it expanded to use third–party retailers, B&O Play needed to collect sales data from channel partners directly.
As a result it had limited visibility on the activities and performance of its distribution and retail channel.
While distributors were sending in monthly sell-through and inventory reports, there was no way to prepare a consolidated overview for analysis, the company said.
Viggo Olsen, director, global sales B&O Play, said: “We have a franchise channel of 650 channel partners. Channel management decisions were based on limited partner data and we had limited ability to assess the effectiveness and efficiency of channel marketing or sales activities, or to plan effective support of the retail partners.”
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He said that, like any other manufacturer that sells through external sales channels, it was important for the business to track sales data for forecasting and determine what is in stock.
Working with Zyme, B&O Play now has access to one global dashboard which becomes the foundation for creating much improved channel visibility. According to Olsen, the Zyme software enabled the company to focus its sales team on driving sales opportunities instead of spending time gathering and analysing inconsistent data.
“The system enables B&O Play to understand if a retailer or channel partner is having problems selling our product and, if so, we can then proactively help.”
Previously, data from its retail channel was sent in multiple data formats. Zyme provides B&O Play with data in Excel data, which is then used in the company’s management reports.