April 2015
InfoMetrics
A Cornerstone of the New
Convenience Distribution Association
With dramatic changes taking place among
consumers and within the convenience distribution
industry, the Convenience Distribution Association
(CDA), formerly the American Wholesale
Marketers Association (AWMA), is being retooled
to more effectively help member companies respond
and succeed well into the future.
One of the
cornerstones of
the new CDA
is increased
emphasis on the association’s proprietary data
collection and distribution system, InfoMetrics, the
industry’s only resource for reliable, current sales
and distribution data from convenience distributors
themselves.
CDA recognizes that to effectively serve today’s
convenience store operators, distributors must be
armed with timely information and they must be
able to obtain it quickly, in fact, in real time. That is
exactly what InfoMetrics provides.
“We’re creating ways to
get information, including
real-time data from our
InfoMetrics program, to
distributors quickly so
they can make the timely
decisions needed to be
competitive and successful
in the marketplace,”
explains CDA Chairman
Rob Sincavich, president
and CEO, Team Sledd, Wheeling, WV, an avid
InfoMetrics user.
The InfoMetrics data program was developed in
partnership with InRhythm, Pittsburgh, PA, to
help distributors, suppliers and retailers maximize
sales and profit through technology. InfoMetrics
currently provides extreme value to the nearly
60 participating distributors, as well as a growing
number of manufacturers. It is an exclusive tool that
helps distributors and manufacturers provide c-store
customers with the right products in the right place
at the right time.
Category management decisions using InfoMetrics
are based on facts—on the latest distributor sales
information, updated every week. It helps managers
quickly see what products are selling well in the
industry and their own marketplace, and which ones
are not.
Then, they can make adjustments to maximize
sales and profit, and help their c-store customers
do the same. The result? Increased bottom line for
distributors, retailers and suppliers alike.
The sales data is provided to InRhythm by Saturday,
and by Sunday a week later, more than 1 million
SKUs are processed covering some 160,000 unique
items. It is then provided to users on a secure
Internet portal.
“We provide information in our sales reports that
help InfoMetrics participants understand what they
Rob Sincavich
(continued on page 2)
InfoMetrics: Higher Profits,
Increased Customer Loyalty
InfoMetrics
helps the
company’s
sales and
marketing
team sort
through the
many, often
duplicative,
products
offered by
manufacturers
and determine
which items
should be
carried and
tagged on
customers’
shelves.
CDA members’ participation in InfoMetrics
continues to build as distributors
increasingly understand the value of
the program for sharpening category
management and improving customer
service, which leads to increased sales and
profit for all members of the supply chain as
well as increased customer loyalty because
of the added service that is being provided.
Inc., East Peoria, IL,
as it allows distributors to make certain
the right products
are in the right place
on the shelf at the
right time, thus
maximizing sales
and profit.
In the association’s 2015 Industry Outlook
Survey conducted in January, 24 percent
of respondents said they intended to
participate in AWMA’s InfoMetrics
program in 2015 and almost 52 percent said
they planned to increase implementation of
category management.
At S. Abraham &
Jon Burklund
Sons, Inc. (SAS),
Grand Rapids, MI, InfoMetrics helps
the company’s sales and marketing team
sort through the many, often duplicative,
products offered by manufacturers and
determine which items should be carried
and tagged on customers’ shelves. Like
most users, SAS uses the data program to
identify core product voids and make sure
sales are not lost due to out-of-stocks.
InfoMetrics, of course, is a preeminent
category management tool, notes Jon
Burklund, CEO, Burklund Distributors,
InfoMetrics: A Cornerstone of the New CDA
(continued from page 1)
InfoMetrics News is a
publication of the
Convenience Distribution
Association (formerly
AWMA) and InRhythm
© 2015 CDA
www.awmanet.org
www.inrhythm-inc.com
2
InfoMetrics News
are missing,” says
Viv Penninti,
InRhythm
president & CEO.
“It is actionable
information.”
and to beef up analytical reports in
our publications. Just as it provides a
cornerstone tool for scores of CDA
members, so it will for your association
as we seek to provide the sharply focused
service that today’s members need.
InfoMetrics now
provides a robust
database and a
multitude of
Viv Penninti
tools that allow
participating CDA members to respond
to the changing needs of their customers,
which, in turn, allows those retailers to
maximize their sales opportunities and
better serve consumers.
As part of the new CDA, several
communities of interest are being
created, including the InfoMetrics Users
Community. This will provide an effective
way for those who use the system in their
jobs to share ideas, discuss problems and
seek solutions with their peers.
At CDA, that data will be used to
demonstrate industry trends and
developments, to help guide programming,
April 2015
There will be both in-person meetings
as well as the ability to meet and discuss
online, virtually at any time.
Stay tuned for more developments.
“Manufacturers continually come out with very similar
items as their competitors and often the products are
fairly uniform in both look and taste,” explains SAS
president Alan Abraham. “When manufacturers bring
in 10 or 12 different flavors of some snack, it’s tough.
There is no place to put it all on the shelf.”
“You have to be very crisp in how you do business,”
suggests Burklund. “The manufacturers love cases and
throughput. They look at everything in terms of dollars.
We had nine different brands of healthy snacks, but
we’ve cut that to six or seven. We bought 200 cases,
and 30 people bought them. We were selling 10 cases a
week. On average, we ordered them every three weeks.
Basically, we were selling one bag a week. We are selling
60 kinds of energy bars now.”
Burklund also stresses the need for a “real frank
conversation” between manufacturers and
distributors on the handling of unsalables.
“We have to be able to manage new items,”
he says. “We have to be able to clean out
those that don’t sell so we can bring in the
next new items.” InfoMetrics reports can
help identify those products in a heartbeat.
continues to exist. The number of convenience stores,
while healthy and steady, is not appreciably increasing
in most areas, so if distributors are to add retailer
customers, they generally must come from a competitor.
Significantly, 80 percent of survey respondents said they
expected to increase their operational results through
the addition of new customers within their marketplace,
which means they fully intend to lure retailers away
from competing distributors.
Traditionally, the primary strategy to achieve that
has been through offering lower prices, but that is
becoming increasingly problematic as margins are
already razor thin due to rock bottom pricing and
frequently, costly service contracts.
“The price pressure is there for all of us,” says Abraham.
InfoMetrics’ sales data can show what
products are selling well in the region and
should be carried, and what products should
be avoided. “Our vice president of sales and
marketing is very supportive and requires
everyone on the management team to be able
to use InfoMetrics,” says Abraham.
According to AWMA’s survey results,
76 percent of responding companies use
InfoMetrics to assist with filling voids and
increasing sales, while almost 71 percent use
it to assist with category management.
One of the optional opportunities provided
by InfoMetrics is the ability to perform
detailed performance reviews with customers,
and 53 percent of respondents reported using
this service, saying that InfoMetrics is an
important factor in improving their customer
service and customer relations.
Competitive Challenges
Clearly, that is especially important
considering the intense competition in
the convenience distribution industry that
InfoMetrics News
April 2015
3
InfoMetrics Training Sessions
Help Users Hone Skills
A series of InfoMetrics Distributor Users Training
Seminars were held during the 2015 Marketplace &
Solutions Expo in Las Vegas, providing three levels of
training for distributor personnel who are responsible
for using InfoMetrics at their companies.
Administered by InRhythm, Inc. experts and distributor
members of the InfoMetrics users advisory group, the
sessions attended by over 40 association members from
more than 20 distributor companies.
InRhythm, Inc. staff experts offered three training
sessions: InfoMetrics Introductory Overview, Category
and Procurement Management, and Sales and
Customer Management.
InfoMetrics Introductory Overview
This track focused on providing a general
understanding of the entire InfoMetrics program,
outlining what portion of the portal is free just for
participating in the InfoMetrics program, and what
value-add options are available to purchase on an
ad-hoc basis.
Training objectives were to provide a solid
understanding to those distributors who are new to
the InfoMetrics program and those ready to start
utilizing the tool, as well as decision-makers who would
like a better understanding of what is available and
by Zachary Talmadge
InRhythm, Inc.
determine which options may fit their business goals
and objectives.
“The InfoMetrics team continues to successfully evolve
a data-driven reporting product with timely industry
sales data. Utilization of the reporting platform will
enable Jackson Wholesale to more effectively manage
sales, optimize product mix, and increase gross profit
while positioning retailers to better satisfy supply
demand relationships with end customers,” said Terry
Miller, Jackson Wholesale Co., Jackson, KY, who
attended this session.
Category and Procurement
Management
This track focused on identifying revenue increase and
cost reduction opportunities as inputs for buyers, sales
personnel and operational personnel. If a user currently
promotes gap-fill initiatives or is considering putting
these strategies into place, the Focus Item Report will
be key. Training objectives were to improve category
and item assortment efficiencies, reduce inventory costs
and increase sales. Additional goals of this training
session were to:
• Determine highest potential customers using Top 10
opportunity assessment;
• Utilize benchmarking to determine if a user is
selling the highest ranking items in his/her region;
• Determine core item void opportunities for gap
fulfillment and track the progress;
• Obtain vendor reports for upcoming meetings and
prepare for discussions;
• Determine SKU rationalization opportunities; and
• Determine inventory cost saving opportunities.
InRhythm’s Jeff Daugherty (center) works with users
during an Expo InfoMetrics training session.
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InfoMetrics News
April 2015
“The benchmarking in the Inventory Performance
Report brought value to the conversations, while
allowing us to compare our own average days of
supply with the market to determine where our
purchasing habits can be improved,” said Cole Ehlert,
vice president of category management for Brenham
Wholesale Grocery Co., Brenham, TX. “With a quick
glance at the report, we are able to determine a few
outliers and plan to work within our department to
InRhythm’s Bill Casey
(right) leads an Expo
InfoMetrics training
workshop.
reduce carrying costs without sacrificing profitability to
improve the bottom line.”
Sales and Customer Management
This track focused on helping distributors use
performance-based criteria to provide a more robust
service to their customers and aid in developing new
business. Participants learned how to provide vendor
partners with the opportunity to work directly with
their information and reduce time spent compiling
report requests, while generating revenues in the
process. Training objectives were to provide better
information to their customers and capitalize on
business opportunities. Additional goals of this training
session were to:
For more information regarding how to become a
participating distributor, to learn more about the
capabilities of the InfoMetrics portal, and/or to
schedule an InfoMetrics demo/training session, please
contact InRhythm, Inc. at (412) 697-2665.
• Determine voids, out of stocks, and program void
ordering opportunities;
• Provide sales reps with store level information for
discussion with owners/operators;
• Create and publish a customer data portal for
customer/retailer access and analysis;
• Provide professional business review PowerPoint
decks for customers/retailers;
• Generate revenue with the user’s key vendors by
providing access to data via a web-based portal.
“I am confident that Merchants Grocery will benefit
from using InfoMetrics,” commented Lori Davis,
market data analyst for Merchants Grocery Co., who
attended the session. “Our industry is changing more
and more all the time, and InfoMetrics will prove
to be a valuable resource when used by distributors.
It is important to fill the voids so customers are not
missing out on opportunities and to get the top 10 in
each category in the stores. There is so much more
information that we can use to boost sales and profit
and I want to make the commitment to see it happen.”
View New InfoMetrics
Training Video
The first in a series of online training videos for
InfoMetrics users has been completed by CDA,
in cooperation with InRhythm, Inc.
In this video, InRhythm’s Jeff Daugherty, senior
manager, client services, walks viewers through an
introduction to InfoMetrics, explaining the many
tools and benefits provided by CDA’s exclusive data
program.
Additional videos are being developed to walk
viewers through the 12 major InfoMetrics reports
that are provided, the Customer Portal and the
rebate programs and incentive programs module.
Please visit https://vimeo.com/122832519
to view this video.
InfoMetrics News
April 2015
5
CDA’s New InfoMetrics
Facilitator—Helping to
Expand Its Reach
InRhythm, Inc. recently dedicated a full-time employee
to working directly with the Convenience Distribution
Association (CDA) to create more synergy between
the two entities as we seek to expand participation in
InfoMetrics by member companies and manufacturers.
Zac Talmadge is now assisting CDA on several projects,
including contributing to InfoMetrics News, satisfying
data requests, and providing CDA with up-to-date
information regarding industry trends. Additionally,
Zac will be providing InfoMetrics training tips to be
included in the weekly CDA Update newsletter. The
first tips will begin appearing in the April 6 Update, so
watch for them!
One of the most important aspects of Zac’s work with
CDA will be the emphasis of the value that can be
gained from participating in the InfoMetrics program.
Zac hopes that both the data and tips he sends to CDA
will motivate distributors to think about one of two
things: the value that can be obtained by participating
in the program or, if a distributor is already
SalesMetrics™
Enhancements Released
Monday, March 30
SalesMetrics™ is an iPad/iPhone/Android/PC based
application for salesforce reporting, that utilizes your
salesforce hierarchy (VP » Manager » Sales Rep) in
order to set up specific reports that are updated weekly.
This tool enables sales reps to be more effective at
the customer level, with definite potential to increase
sales. The sales rep selects the reports prior to visiting
customers while online in the office or at home and the
data is downloaded for offline use. The Order Event
Report provides the rep with actionable information on
Voids, Out of Stocks and Program Voids—which can be
Manufacturer Rebate Programs or your own internal
Core Item incentive programs.
6
InfoMetrics News
April 2015
participating, how much more value can be obtained
from gaining a better understanding of the capabilities
of the software.
Viv Penninti, InRhythm, Inc. President and CEO, said,
“We’re delighted that Zac will be supporting CDA
in their efforts to leverage InfoMetrics and provide
valuable insights to the distributor community.”
Zac joined InRhythm, Inc. as a client support analyst
in December of 2014. Before joining InRhythm, Inc.,
Zac worked as a client service representative analyst
for Mellon Capital Management, a BNY Mellon Asset
Management subsidiary in Boston for two and half
years before relocating to his hometown of Pittsburgh.
Zac is an active volunteer with The Leukemia
Lymphoma Society and has participated in its Team in
Training program for the past three Boston Marathons.
“CDA welcomes Zac and his efforts to help broaden
the reach of InfoMetrics throughout the convenience
distribution industry,” said CDA President & CEO
Scott Ramminger. “Zac will be helping with the
integration of InfoMetrics and C-Metrics throughout
all association products and programs, and will
be helping distributor members in their use of
InfoMetrics.”
The interface has been updated to reflect the InRhythm
mobile brand of technology. Users will continue to use
the same user name and password, but now it has a new,
fresher look.
New Space Allocation
Optimization Tool
Coming from InRhythm
This optional comprehensive tool, developed by the
team at InRhythm for InfoMetrics™ participating
distributors, will provide the ability to design a store’s
floor plan, along with specific shelf space to allocate the
optimal amount of footage for sub-categories and top
selling items in the store.
Expected release date is early second quarter 2015.
If you are interested in finding out more about this
exciting new module, please contact anyone on the
InRhythm Team:
Christina Hyatt
[email protected]
Jeff Daugherty
[email protected]
Zac Talmadge
[email protected]
Each Store Space Plan can be saved and
used on a regular basis to provide your key
customers with an updated report of how much
space should be given to certain sub-categories,
as well as the items to be sure to include.
The same space plan can be used for multiple
customers. However, because we are utilizing
census data the results provide you with a
unique plan specific to that store’s market.
The Store Space Plan tool allows you to enter
the specific dimensions of the store, as well as
identify each shelf, with length, height, depth
and number of racks.
We’ve added a new report for those utilizing the
Programs Module and SalesMetrics™—which provides
the ability to push program voids down to the sales
rep’s mobile device in order to fill those gaps. The new
Program sign-up report provides the ability for sales
reps to get signatures from their customers in order to
sign them up for all Programs they’ve been qualified
for—right on your mobile device!
Other enhancements include:
• Top 10 Void Items in the Customer Order Event
Report have been increased to Top 15 Items;
• Totals have been added to the Sales Performance
and Store Performance reports;
• Ability to request the Store manager’s signature
when placing an order.
Please contact InRhythm if you’d like to learn more:
Christina Hyatt, [email protected]
Jeff Daugherty, [email protected]
Or, call our office at 412-697-2665.
InfoMetrics News
April 2015
7
InfoMetrics Data Shows Growth
What’s driving sales growth for convenience distributors?
Here’s the story according to the numbers.
8
InfoMetrics News
April 2015