Case Studies / Beverage, Merchandising

Convenience channel execution.

SUMMARY

Premium developed a market-specific program focused on improving execution and driving sales growth in small-format retail channels.

3,000+
stores
54
trade activation managers
70,000+
retail account calls

Challenge

Provide consistent retail execution in convenience and package liquor stores to increase sales and growth on Anheuser-Busch brands and packages.

What We Did
Audits
Hand-selling
Installs
Merchandising
Resets
retailer relationships

Execution

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.

We did it for Anheuser-Busch. See how we can do it for you.

“Not only does Premium deliver on our behalf, they also deliver on behalf of the retailer.”
– CYNTHIA BOWENS, CHANNEL MARKETING MANAGER, LOGITECH

Hitting the sell-through sweet spot.

Over a four week period, Premium Retail Specialists achieved Ferrara’s highest sell-through ever on Valentine SKUs at 92.1%.

SEE HOW WE DID IT

Providing trusted service on every corner.

A partnership for long-term results.

SEE HOW WE DID IT