Case Study: Weetabix North America achieves 80% trade-spend visibility and $72K recovered with AFS Technologies' TradePro

Weetabix North America increases visibility into its trade spend activity from “near zero” to 80% in 14 months with AFS Trade Promotion Management

Weetabix North America, the U.S. and Canadian arm of the whole-grain cereal maker, was struggling with near-zero visibility into trade spend and a heavily manual process for sorting, reviewing and coding deductions across nearly 300 SKUs — while trade spend ran about 21% of gross sales. Seeking a technology-based fix, the company turned to AFS and its TradeInsight® (now AFS TradePro™) Trade Promotion Management solution.

AFS deployed AFS TradePro™ to track trade accruals and deductions, lifting visibility from near zero to about 80% in 14 months, enabling web-based access for field sales and faster dispute resolution. The system helped Weetabix North America uncover $72,000 in invalid deductions in the first year (including $60,000 recovered from one customer), reduce manual effort, and provide the documentation and insights needed to monitor trade spend, budgets and ROI.

Weetabix

Laura Nistor

Inside Sales & Customer Marketing Manager