Premium developed a market-specific program focused on improving execution and driving sales growth in small-format retail channels.
Provide consistent retail execution in convenience and package liquor stores to increase sales and growth on Anheuser-Busch brands and packages.
Premium deployed 54 Trade Activation Managers (TAM) in select markets nationwide to drive execution on key program initiatives. TAMs were responsible for display building, brand sampling, audits / surveys, POS execution, promotional sell-in, resets, retailer relationships and hand-selling.
Using performance tracking, we evaluated TAM results, identified opportunities and coached managers to improve execution.
Ultimately, Premium TAMs increased Stella Artois SKUs by 46.2% and Michelob Ultra SKUs by 40.6% per store vs. non-TAM accounts. Additionally, team members executed a 4% sales increase in TAM accounts vs. non-TAM accounts and a 9% shelf space increase in TAM accounts vs. non-TAM accounts.
Read more about our merchandising solution here.