“When you’re juggling ecommerce, wholesale, and a huge seasonal demand curve, the last thing you want is chaos inside your own team. Synaply gave us a rhythm — now we’re aligned, faster to act, and better at anticipating what’s coming.”
— Gary Strat-CEO, Yummi Candles
For over four decades, Yummi Candles has been a trusted Canadian candle manufacturer — from weddings and events to everyday decor, their products are a staple across retail and wholesale channels. With growing online demand, seasonal spikes, and a hybrid sales model, internal clarity became just as important as product quality.
The Challenge: Siloed Knowledge, Reactive Planning
Yummi’s team was growing — but their internal systems weren’t keeping up. Sales conversations from their retail storefront weren’t always making it back to the ecommerce or production teams. Planners and wholesale buyers would share last-minute feedback that never got documented or discussed. Marketing didn’t always have visibility into what products were resonating, or what objections customers had about pricing or quantity.
Without a consistent way for reps to share what they were seeing, team decisions leaned reactive — not strategic. Trends were being caught too late. And busy seasons meant playing catch-up across the board.
The Solution: Asynchronous Check-Ins That Surface What Matters
By rolling out Synaply’s async check-in system, Yummi gave every rep — from wholesale to ecommerce to in-store — a lightweight way to share wins, challenges, and observations weekly. Insights are now centralized, searchable, and structured across teams. Filters by customer type, season, or product line help leadership quickly spot patterns and act faster.
Marketing now plans launches with more context. Sales shares feedback on volume discounts or packaging requests in real time. Production can flag upcoming order volume changes with confidence — instead of surprise.
The Impact: From Fragmented Notes to Strategic Action
- 37% reduction in “fire drill” inventory pivots due to earlier insight sharing
- 2x faster product feedback loops between sales and marketing
- Improved alignment across ecommerce, wholesale, and retail teams
- New hires now onboard 50% faster, thanks to access to past team insights
- 24% increase in deal closure rate on B2B partnerships by uncovering friction points earlier in the sales cycle
- Sales team shortened average deal cycle by 4 days through clearer visibility into prospect objections and faster internal coordination
“We don’t waste time chasing down answers. If someone has solved a problem or spotted a shift in demand, it’s already in Synaply. That alone changed how we plan.”
— Gary Strat-CEO, Yummi Candles
As Yummi continues to expand across North America, they’re keeping their edge by turning everyday team observations into forward-looking decisions — and Synaply is the rhythm behind that momentum.
