As the founder of Lamson, I’ve seen firsthand how crucial it is to have accurate data to guide decision-making. In the past, we relied on subjective methods—conversations with reps, feedback from retailers, and just gut instinct—to understand how our products were performing in the market. While this gave us a sense of our position, it was like trying to read tea leaves. Without clear, objective data, we were making decisions based on incomplete or biased information.

That all changed when we started using Trackfly to access sell-through data from the specialty wholesale channel. This tool has fundamentally transformed how we view the market and identify growth opportunities.

Seeing Beyond the Shadows: Accurate Data for Strategic Growth

Before Trackfly, we were in the dark, making educated guesses about trends, market share, and potential opportunities. Relying on old-school methods meant we couldn’t always be sure if what we were hearing matched the broader market reality. Now, we can see exactly what’s happening in our category, what products are trending, and, most importantly, where the opportunities for growth lie. This kind of accuracy is invaluable.

For example, we had phased out one of our products years ago because the demand seemed to be disappearing, but the sell-through data from TrackFly showed us that this particular product was making a resurgence. We saw that it was back in the top 25 best-sellers in one of our categories. Based on that insight, we quickly moved to design and launch a new generation of this product. This was a clear opportunity we wouldn’t have identified without data showing us the market shift.

Identifying Trends and Capturing Market Share

Another example was the data showing us a growing demand for a product in one of our categories that we didn’t even think to consider. We noticed this product was performing exceptionally well, ranking in the top 15 in the category. The data showed us a clear and growing segment, and we’re now positioning ourselves to capture a share of that market.

This kind of insight isn’t just about looking at sales numbers—it’s about understanding market trends and where consumer demand is heading. Without tools like Trackfly, we would have missed both opportunities to develop better products for our specialty retailers, and we’d still be making decisions based on outdated assumptions.

Understanding the Competitive Landscape

One of the most interesting aspects of having access to sell-through data is seeing how different brands interact in the marketplace. It’s not just about knowing where we stand in terms of market share, but understanding how shifts in one brand’s market position affect others.

We’ve been able to observe that when some of our competitors see a rise in sales, other brands experience a dip—yet we’ve remained relatively unaffected by those fluctuations. That tells us something important about our brand positioning: we’re not interchangeable with the competition. That kind of insight helps us refine our strategy and continue to differentiate ourselves in the marketplace.

The ROI of Industry Data

For us, the most immediate ROI has come from identifying these growth areas that we would have otherwise overlooked, and seizing upon those opportunities is projected to 100X our investment in TrackFly. No that’s not an exaggeration—it’s a fact. We’re making decisions that are data-driven, not based on assumptions or incomplete information.

Why Every Brand Needs to Pay Attention to Sell-Through Data

In today’s competitive landscape, if you’re not using tools like Trackfly to guide your decisions, you’re putting yourself at a disadvantage. This data is available, and if your competitors are using it to find new opportunities while you’re not, they’re going to capture market share that could have been yours. It’s not just about making better decisions—it’s about ensuring that you’re not left behind.

For us at Lamson, the data has been a critical part of our strategy. It helps us stay ahead of trends, develop products that meet current demand, and ultimately grow our revenue. We’ve expanded our use of Trackfly's platform by subscribing to other categories as well because once you see the impact that sell-through data can have, there’s no turning back.

If you’re a brand still relying on subjective methods or outdated industry research, it’s time to make the shift. The market is constantly evolving, and having a clear view of what’s happening with accurate data is the only way to stay competitive.