Aston Manor signs up to TWC independent convenience market read

Data consultancy TWC Group has signed up another client to its new independent convenience market read, SmartView Convenience.

Aston Manor, the cider-led beverage company, has joined the growing number of subscribers to the service which TWC claims is the most representative EPOS market read for the independent convenience sector.

“Aston Manor are looking forward to working with TWC, drawing on their specialist knowledge of the Wholesale and Convenience sector,” Mark Dawson, customer category controller at Aston Manor, said.

“Many national data agencies have glaring data and insight gaps when it comes to understanding this channel resulting in some manufacturers simply pushing Multiple Grocer cider ranges into local stores without deep understanding of the needs, occasions and missions of the convenience cider shopper. TWC insight will help us develop bespoke category growth plans for our customers that maintain their point of difference and provide them with a truly competitive edge “

The source data for SmartView Convenience is the largest sample of independent convenience retail EPOS data available in the industry, from In-Touch Group. From this pool of data from around 12,000 stores, TWC has ‘cherry-picked’ a sample of around 5,500 stores which are representative of the sector, which have then been extrapolated back to the total universe.

“We are delighted to welcome Aston Manor as a new client. We are now working closely with Mark to ensure that our product coding mirrors Aston Manor’s own internal reporting structures as part of our onboarding process,” Tom Fender, development director at TWC commented.

“We’ve been really pleased with the level of interest there has been for SmartView Convenience – which highlights the gap there has been for a reliable, truly representative market read for this part of the market. Furthermore, our early adopters have unanimously told us that the data from SmartView Convenience is telling them things they knew were happening in this part of the market but had previously been unable to see in other data sets due to the way those samples were built and their size.”