J.M. Smucker leads Target's pet aisle growth with real-time intelligence
J.M. Smucker used Crisp’s SOLYS platform to transform Target’s pet aisle into a haven for pet parents. Using real-time insights to drive seasonal sales, they were able to elevate the shopping experience both in-store and online.
Situation
Pet aisle precision
With more shoppers treating pets like family, the pet aisle at Target has become a microcosm of innovation. Reflecting grocery store trends within a more compact space, it demands precision in product assortment to meet pet parents’ rising expectations. Katie Asleson, Sr. Category Analyst for J.M. Smucker’s dog treat brands like Milk-Bone and Pup-Peroni, is leading the charge by using SOLYS by Crisp to elevate category performance, optimize seasonal offerings, and align strategies across Target stores.
Solution
Spot-on strategy
As a Target Category Manager for Dog Treats, Katie holds the prestigious Category Captain designation, trusted to elevate the entire category. With over a decade of experience using SOLYS by Crisp, Katie analyzes store-level performance and guides decisions on product placement, seasonal innovation, and omnichannel optimization.
“Spotting trends with data is something that I love to do,” Katie explains. “It’s rewarding to leverage trends in making informed business decisions that see tangible results.”
Katie relies on SOLYS for everything from weekly reporting and planogram (POG) performance to seasonal recaps and annual reviews. With its 5,000 Target-specific metrics and intuitive reporting, SOLYS delivers actionable insights at both granular and holistic levels, empowering Katie to stay ahead in a fast-moving category.
Accomplishments leveraging Crisp include planning targeted dental treat expansions, driving a 65% boost in seasonal sales, and tailoring omnichannel strategies with in-store and online performance data.
Results: Data decisions that deliver
- Precise planogram (POG) planning using granular data to meet regional preferences and demand
- Leveraged in-store and online performance data for omnichannel optimization of the category
- Monitors and fine-tunes seasonal strategies, collaborating with Target to make each year more successful than the last
- Creates custom reporting leveraging 5,000 Target specific metrics
Favorite Insight:
SOLYS Snapshots
Tailors inventory and assortment decisions to regional performance.
“You could spend days, weeks, months on analysis of raw data and still not get the level of visibility we have in SOLYS by Crisp.”
Katie Asleson
Category Manager, Pet
J.M. Smucker Co.
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