Senior Director, Shopper Insights & Analytics, Topco Associates LLC
Katie Waeltz is currently the Senior Director of Shopper Insights and Analytics for Topco Associates, LLC, joining in June 2016. Her focus on customer-centricity is central to her team’s work at Topco through integration of customer insights into Category Business Plans, Assortment Recommendations, Own Brand Strategy, and Innovation measurement. Katie also spent over ten years at Walgreens, where she was, most recently, Director of Customer Insights Sharing and Vendor Collaboration. At Walgreens, she lead the team responsible for standing up the Balance Rewards Customer Insights Tool and coaching CPG clients to leverage customer data to drive growth with most valuable customers.
From far to table: How Topco used technology to gain consumer mindshare on a premium private brands product
11:30am – 12:15pm | Thursday October 4th
As a part of the launch of Culinary Tours line of Premium Own products, a line of products developed to bring international flavors to consumers’ kitchen tables, Topco used Symphony RetailAI technology to understand how new brands accelerate incremental private label growth while not cannibalizing existing brands. The goal was to determine best -selling flavors, focus on those and replace underperformers with new Culinary Tours salsa options and contribute positively to overall category growth.
After identifying premium customers, Topco and the retailer were able to feature other complimentary products to build a Mexican Night solution to drive trail into other categories while emphasizing trial in select stores. Hear about key learnings and next steps for innovation.