Announcing RFV: New Insights into Distributor Depletion Data
The wizard behind the curtain.
That has always been the image that comes to mind when I ask wine people about data from their distributors.
We’ve made headway on pulling back the curtain on distributor data, thanks to our relationship with VIP (Vermont Information Processing) and our ability to combine it with a winery’s DTC data.
There’s clarity now. And visibility. And much less of a sense of mystery or smoke and mirrors.
For wineries, it’s empowering. Here's a use-case example.
Today we’re announcing a new development that goes even further.
We call it RFV, or Recency-Frequency-Volume.
It’s a twist on RFM (Recency-Frequency-Monetary), which is a key variable in DTC data to track customer behavior and their risk of dropping out of wine clubs.
We’ve taken that idea and applied it to wholesale depletion data, to help wineries track their risk when it comes to their distributors.
That’s RFV. We take the value of distributors' Recency (when was their last order), Frequency (how often they order) and Volume (their average order size), and calculate a risk factor score.
What's the value in that?
You'll know exactly where to focus. RFV shows a winery’s top and loyal wholesale accounts. It pinpoints that small group of accounts who are likely driving the lion's share of your depletions.
Fix problems before they become losses. Even more importantly, RFV tells you when those accounts are starting to drift, before they go quiet, before it's too late to correct the situation.
Walk into every distributor conversation with clarity. We've also built in velocity measures, so you can see which accounts are trending down, and which ones are on the rise? That way, you know where to focus your energy.
Think of RFV as playing defense, catching accounts before they disengage. Other parts of Enolytics let you play offense, surfacing expansion opportunities and new targets.
Now you’ve got both defense and offense. Both covered.
Michelle on our team has created this short video that walks you through it. Have a look, and see for yourself.
We’d be happy to talk about it further, anytime. Just drop me a note, or schedule time to talk.
Thank you, as always, for reading and for your interest —
Cathy and Chris