Pernod Ricard’s reputation for crafting exceptional brands is unparalleled. However, like many in the spirits industry, they faced significant hurdles in ensuring effective in-store execution, especially for promotions in secondary locations.
The primary obstacle was the lack of visibility at the point of sale and the absence of real-time data to guide adjustments during the promotional period. This gap often leads to non-compliance, missed sales opportunities, and a diluted return on investment. A specific challenge emerged with the Jameson Premix promotion, where participating stores were scattered across remote locations, rendering traditional field team visits both impractical and costly.
Crafting a Strategy for Success
Snooper’s (now Wiser’s) role encompassed real-time shelf reporting to highlight compliance with key promotional metrics, enabling Pernod Ricard to take immediate corrective actions. Astonishingly, 60 percent of store visits revealed non-compliance, underscoring the urgent need for adherence to campaign protocols.
Results That Pour Success
- Execution Improvement: A remarkable 40 percent improvement in execution was observed during the promotional period, attributed to the utilization of real-time insights and a multi-contact model encompassing crowdsourcing field visits and direct phone calls.
- Enhanced ROI for Field Team: The strategic reduction in travel time and optimization of field actions significantly bolstered the ROI for the field team. This strategic shift allowed the team to concentrate on amplifying sales with minimal expenditure of time and resources.
- Identification and Resolution of Product Availability Issues: In 2 out of 3 stores visited, product availability issues were identified, facilitating immediate stock management and troubleshooting efforts.
- Optimizing Display Units: The campaign also highlighted display challenges, including the encroachment of competitor products on Pernod Ricard’s visibility and appeal, driving home the need for strategic display unit placement.
Turning Data Into Action
Successful in-store execution extends beyond mere product placement. It encompasses a holistic understanding of retail dynamics, consumer behavior, and competitive strategies. The case of Pernod Ricard reinforces the necessity of adopting a multifaceted approach to retail execution, leveraging real-time data to inform strategic decisions, and ensuring promotional materials meet the eye of every potential consumer.
Reflections on a Glass Half Full
Pernod Ricard’s journey through the Jameson Premix promotion is a testament to the power of innovation, strategic planning, and a cross-channel approach in overcoming the traditional barriers to in-store execution compliance. The road to retail excellence is paved with challenges, but with the right tools and strategies, success is within reach.
To learn more about the Commerce Execution Suite, contact us at intel@wiser.com or visit www.wiser.com. Here’s a PDF version of this use case.
