TWC begins wholesale data project with Swizzels


Swizzels has formed a partnership with TWC to develop a data-led sales strategy to drive growth within the wholesale sector.

Currently, Swizzels invest in shipments data for several wholesalers, but with the data sets in different formats and with limited internal resource, the team didn’t have the time to mine the data to get to wholesale specific insights and ensure they were focussing their attention on the biggest opportunities by customer.

TWC was able to cleansed this data and organise it according to Swizzels’ view of the sugar category and sub-brands, providing clarity on performance for the total channel and highlighting key opportunities for the business. Monthly reports and quarterly deep-dives will now arm the supplier’s team with the facts they need to support trading relationships and track performance.

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Swizzels is now able to monitor wholesale sales to sense check sales strategy and demonstrate to their customers that the channel strategy is working and driving mutual growth for Swizzels and their customers.  Working with TWC has driven collaboration and the data has been used to drive performance in national and local wholesalers to great effect.

Ben Cooper, national account controller Wholesale, Swizzels, said: “TWC has done the heavy lifting to get our wholesale data into the right format so that it’s ready to use and the team take the time to sit down with me and go through the monthly reports and how we are performing against the targets we set at the start of the project. This means we can work in tandem, using my knowledge of the complex and fragmented sugar confectionery category, with TWC’s intricate knowledge of what works in the channel.”

Tanya Pepin, managing director at TWC, added: “We are delighted to be working with Swizzels on this project. Our mission is to harness data to empower our clients to make data-led decisions. We are passionate about helping our clients thrive, using our data expertise and market knowledge to help them take control of their business. Our TWC Consulting offer recognises that many businesses don’t have the resource to execute forensic, channel-specific analysis or the time to review reams of data and this is where we come in.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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