Multi-layered loyalty initiative for the liquor industry: Beverage Industry

Industry:

Beverage

Intent:

Store level engagement

Background:

A multinational global brewing and beverage company. One of the largest brewers measured by revenues having operations in more than 70+ countries globally.

Target Audience:

Wholesalers, shop owners, CSMs, bar staff

Objectives:

  • To trigger higher brand recall among the end consumers through channel network
  • To increase the wallet share and brand presence among the customer base

 

Accentiv’ Roadmap:

  • The program was launched in 5 major cities across India
  • Formulating program strategy and conceptualizing the theme for the program’s communication
  • Segmenting the TG into various categories and then analyzing the segmentations so that a differentiation can be created
  • Derivation of point matrix on the basis of transactional and behavioural indicators
  • Formulating campaign strategy, conceptualizing concepts and managing execution of the same
  • Audit analysis of the bar staffs’ performance, service levels and brand recommendation
  • Catalogue management
  • Query and help desk management

 

Program Impact:

  • Post launch, high enrollment levels were observed from each segment of the target audience involved:
    • Counter Sales Managers – 5200 members
    • Owners – 2000 members
    • Wholesalers – 80 members
    • Bar Staff – 550 members
  • Higher level of brand recommendation was observed (during mystery audit exercise) among the bar staff, which lead to an increase in brand preference at consumer level
  • A detailed incentivization strategy based on defined parameters helped increase the participation level among the target audience

 

Contact us to find out how we can help your organisation reach, recognize, reward and retain your customers, channel partners and employees.

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