How Oberweis Dairy Used Analytics To Boost Sales And Win Customers

Based in North Aurora, IL, Oberweis Dairy has 41 dairy stores in the Midwest and a seven-state home delivery network. The firm also sells wholesale through local and national grocery chains. Its dairy stores sell prepared ice cream treats along with milk, packaged ice cream and other fresh, perishable foods. Oberweis is a family-centric brand and all its milk comes from family farms.

When the firm wanted to expand operations it knew it needed a smarter way to target new customers, and it saw analytics as the key to that effort. Information Management spoke with Bruce Bedford, vice president of marketing analytics and consumer insights at Oberweis Dairy about the firm selected SAS as its partner, what the process was like, and how analytics has enabled the firm to capture those new markets.

Bedford: Farm-to-table delivery is a growing business and finding new families who want this customer experience requires modern analytics. We wanted to better understand our customer base so we could cross- and up-sell without cannibalizing from existing sales channels.

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