Ferrara knows exactly what its customers want – sweet treats and new fun flavors to rock their tastebuds. With access to real-time data and insight from SAP solutions, the sweet snacking company now has a single source of truth to better understand what customers want, so it can consistently deliver data-driven deliciousness.
Needing speed and visibility while growing through mergers and acquisitions
Ferrara is an undisputed leader in sweet snacking, with iconic brands like SweeTARTS, Trolli, and Laffy Taffy. The 112-year-old candy giant continues to grow through mergers and acquisitions – such as Nestlé USA Inc.
“There are always challenges as you integrate two companies together,” says Matt Kustes, director of inventory management at Ferrara. From Kustes’ experience, it was critical that the data from the two merging companies match. Doing so allowed the company to react to demand changes and give consumers exactly what they want.
As vice president and CIO George Lesko says, “You want to get the consumer insights, the retail information, and the supply chain all in one place so that consumers don’t have to wait.”
Vice president of Sales Operations & Integration Patrick Degnan agrees with Lesko, adding, “If there are areas where a brand isn’t performing up to expectations, we can’t go weeks, months, and years without knowing that.”
Integrating consumer insights with retail and supply chain information using SAP HANA and SAP Analytics
When you acquire an iconic brand like SweeTARTS, integrating all its consumer insights, retail information, and supply chain information in one place is crucial. The SAP HANA database and SAP Analytics solutions allowed the candy giant to do this faster than ever before – “Ferrara Fast.”
Ferrara also invested in Qualtrics XM Platform to really understand customers and the sweet treats they will be craving next. Through projects like flavor studies, the team can gather important customer feedback that details insights into customer attitudes, informing their overall product road map.
“Taking that data from the SAP environment and generating insights and the knowledge to make effective business decisions has been a big win for Ferrara,” acknowledges Kustes.
70% reduction in development costs
Today, Ferrara’s data landscape and its ability to extract value from data is a major competitive differentiator. With a consolidated foundation in place, the company’s IT team can deliver results like never before, and the executive team can make decisions based on clear, objective data, eliminating boardroom debates about names and packaging.
Real-time insight is also valuable to the sales teams at Ferrara. It pinpoints where problems may exist, so the company can fix them quickly.
As Ferrara moves forward, SAP HANA and SAP Analytics will continue to play vital roles. “The business users love us now because we can respond to issues immediately,” says Gene King, senior manager for SAP Business Intelligence and App Development at Ferrara. “We’re adding so much value very quickly.”
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