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International Dairy Deli Bakery Association Discusses Integrated Fresh Data Tool; Eric Richard and Whitney Atkins Discuss

International Dairy Deli Bakery Association Discusses Integrated Fresh Data Tool; Eric Richard and Whitney Atkins Discuss


MADISON, WI
Tuesday, December 14th, 2021

Predicting the future may still be the stuff of sci-fi fantasy, but the International Dairy Deli Bakery Association (IDDBA) is bringing us just about as close as we can get. Through its recently launched Integrated Fresh Data platform, users can get an easily accessible snapshot of consumer shopping behavior and patterns, which, as we know, can change in the blink of an eye.

“For the past several years, this concept was discussed as a means to define data perimeters when it comes to sales and volume within different categories. Our research committee was very instrumental in voicing their support for this and allowing us to pursue it,” said Eric Richard, Industry Relations Coordinator. “We've had a relationship with IRI for many, many years, so we reached out to see if this was something they would be interested in, and they certainly were.”

Through the recently launched Integrated Fresh Data platform, users can get an easily accessible snapshot of consumer shopping behavior and patterns, which, as we know, can change in the blink of an eye (Click image to enlarge)

The association also got in touch with IDDBA members to understand how they define which products fit within a category, allowing for more focused data across the platform. Several committees and industry experts worked together to help build this specific data and integrate it. Right from IDDBA’s website, members can now access quick hit shots of specific categories and how sales are performing.

“This is a tremendous member benefit, especially because data can be pricey and this platform might have exactly what they're looking for to gain knowledge of the market as far as sales within specific categories,” Eric added.

Right from the International Dairy Deli Bakery Association's website, members can now access quick hit shots of specific categories and how sales are performing (Click image to enlarge)

When you're dealing with this amount of data, it can be daunting. However, IDDBA’s platform provides data that has already been analyzed and categorized in a way that's easily digestible on a user-friendly screen. Users can navigate from split sales to different subcategories and see various department trends instantly. Data is tracked not just by sales of traditional UPC items, but by random weight items as well. And, in addition to dollar sales, users are able to look at unit sales and volume sales.

Whitney Atkins, Vice President of Marketing, International Dairy Deli Bakery Association“It can be sliced and diced by week, by year, by category, and more and is updated every 30 days,” Whitney Atkins, Vice President of Marketing, told me. “Not only can suppliers benefit from the data, but retailers and foodservice operators can use these trends to plan their programs and stay competitive. It helps them make business decisions on what products to bring into their stores or menus, what consumers want, and when they want it.”

When the pandemic hit, the need for this capability became top of mind for many operators. Data is now in higher demand than ever before, and IDDBA first met this need with weekly to monthly webinars conducted by IRI. Integrated Fresh data is a continuation of those resources, allowing users to navigate the many supply chain challenges of today and make the best decisions for their business.

Feeling like a fortune teller yet? With the Integrated Fresh Data tool in your hands, you may be well on your way.

International Dairy Deli Bakery Association
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