Improving execution to drive convenience store sales.
Premium developed a market-specific program to improve Anheuser-Busch’s presence in small-format retail channels. We provided consistent retail execution in convenience and package liquor stores to increase sales and growth on Anheuser-Busch brands and packages.
Trade Activation Managers
Increase in shelf space
HOW WE DID IT
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 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.