Goya Chooses Salient for Enhanced CPG Analytics
Already holding the #1 spot as the largest Hispanic-owned food company, Goya is the leader in Latin American food and condiments
Salient CEO, John Amisano shares his appreciation for the partnership, saying: “Goya is in the process of transforming into a data-driven culture of continuous improvement.” For Goya, this meant rapidly implementing sales analytics at the operational level of their company, allowing sales managers to better target customers and improve store-level execution.
Sales Enablement
Goya Foods has made great progress in modernizing its systems and is rich with high-quality data. They sought a data insights partner to help them find an easier way for the sales team to go beyond summary reporting and drill down into the data at the customer and item levels. Company leadership wanted a partner to support a self-sufficient, mobile, and data-driven field sales team. Salient’s platform brought speed, ease of use, and flexibility for Goya to analyze their performance and identify.
90-Day Build & Deployment
With hundreds of sales team members and brokers across the Northeast, the first step to kicking off their journey into better insights and data exploration was onboarding. A key focus was empowering the sales team to leverage Salient on their mobile devices when they are in the market servicing customers. Salient’s client success team built out common industry examples, gathered client feedback, and ensured all guided analyses were ‘business-ready’ before day 1 of training. Integration, automation, validation, and all curated templates were delivered from start to finish in less than 90 days.
Collaborating With Better Data Stories
“The 90 days of implementation was great. It went smoothly, we got it running. But it’s a culture shift and Salient has been that first step to changing the culture. Salient made the process painless. There was training from the get-go. They are actively helping us build what we need to get to the future, whether it be finance or marketing or senior management or purchasing.”
Joe Antoniotti, GOYA, Sales Research Manager
Understanding Customer Behavior and Demographics
In the ever-evolving CPG marketplace, major brands like Goya must tailor their products to each customer segment to better compete. With nationwide sales and distribution operations, getting a product mix properly tailored for varying stores on the same block can be a huge challenge. The decision-making for each neighborhood needs to be decentralized, working with brokers and area managers who know their customers well. You need to quickly know: consumer demand by market, product, and store. This is one area where Salient was able to step in and provide the data exploration that Goya needed, helping them best serve each local market’s varying preferences.
Collaborating With Better Data Stories
“One of the things that we can do with Salient is import all the demographics by store. We know that we want to target a Puerto Rican consumer. We want to target a West Indian consumer. We’re at a point now where we can look at what categories, what SKUs, what stores, what day it’s being sold. And we’re a lot smarter.”
Luis Saenz, GOYA, Director of DSD
With the power of Salient CPG analytics, Goya’s store-level execution is more easily supported with pre-built templates that identify the assortment of products selling to groups of stores. The templates can even identify potential voids of core products that are not on the shelf and represent new sales opportunities.
Goya is a household brand name, especially in the Northeast, and growing rapidly with strong investments in Florida, Texas, California, and the Midwest. Goya products have their roots in the culinary traditions of Hispanic communities around the world. The combination of authentic ingredients, robust seasonings, and convenient preparation makes Goya products ideal for every taste and every table.