Flex Seal — a well-known brand in the sealants, coatings, and waterproofing product category — has renewed and expanded its multi-year partnership with Datavations, a commercial intelligence platform for home improvement manufacturers. The two entities enter their third year of collaboration with broader data coverage across major retailers.
The expanded arrangement between Flex Seal and Datavations focuses on two primary areas — accelerating in-store growth by equipping the sales team with per-SKU, store-level sell-through data for retailer negotiations, and sharpening new product development through data-driven identification of growth categories, winning price tiers, and areas where investment may be unnecessary.
The Datavations platform's intelligence allows Flex Seal to benchmark its competitive performance, secure new placements, expand distribution, and position itself as a proactive partner in retailer conversations.
Image Credit: Flex Seal
Key Themes Behind This Trend
- Store-level Sales Intelligence
- Granular per-SKU performance data is reshaping retailer negotiations by revealing localized demand patterns and placement opportunities.
- Data-driven Product Development
- Commercial intelligence platforms are helping manufacturers identify high-growth categories, optimal price tiers, and lower-value investment areas with greater precision.
- Retail Partnership Optimization
- Benchmarking tools are strengthening manufacturer-retailer collaboration by turning competitive performance insights into more strategic distribution decisions.
Where This Applies
- Home Improvement
- Expanded data coverage across major retailers is creating new ways for brands to improve assortment planning, merchandising, and in-store growth.
- Consumer Packaged Goods
- Manufacturers in competitive product categories can use sell-through intelligence to refine pricing, distribution, and innovation pipelines.
- Retail Analytics
- Commercial intelligence providers are becoming essential partners as brands seek faster, store-specific insights for market expansion and retailer alignment.
