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

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