Pernod Ricard Achieved a 40% Execution Improvement During a Promo Period Using Wiser Solutions
Pernod Ricard has been partnering with Wiser Solutions’ in-store shopper app, Snooper, since 2016 to drive higher returns on investment across both on-trade and off-trade channels.
During promotions, Pernod Ricard mobilizes Wiser’s crowdsourced mystery shoppers on a recurring basis to quickly get insights on in-store execution and take data-driven actions in collaboration with their retail partners.
In the below use case, the Pernod Ricard team engaged Wiser to check execution in stores promoting Jameson Premix. Shoppers reported the presence of the counter unit displaying stubby coolers as gifts with purchase, as well as other POS found in the store such as wobblers and posters.
In an increasingly competitive retail landscape, off-located activations play a key role in influencing purchasing decisions.
One of the biggest challenges most brands face when running promotions is in-store execution: manufacturers don’t have visibility at the point of sales and lack real-time data to take action during the promo period. Non-compliance leads to missed sales opportunities and poor return on investments on their activations.
In addition, for this specific Jameson Premix promotion, some of the participating stores were very remote (e.g. Kangaroo Island, Barmera, Port Augusta, Magnetic Island) making it very hard and costly to visit for their field team.
During the Jameson Premix promotion, shoppers visited participating stores to report real-time compliance on key metrics. Sixty percent of stores visited by the crowd were marked as non-compliant as they were missing at least one component of the promotional material. On top of the promotion audit, the Wiser visits uncovered product availability issues and ranging gaps.
Shoppers also reported that in two-thirds of the stores, the stubby cooler display unit wasn’t available at the counter and, at some stores, stubby coolers offered by competitors were occupying space on the Pernod displays.
“Wiser gave us a powerful insight into our in-store compliance that we were able to leverage. Without this real-time visibility, we could not have made changes in time to impact the success of the promotion.”
Head of Shopper Marketing, Pernod Ricard
Thanks to real-time actionable insights, Pernod Ricard was able to allocate resources more flexibly and address issues at the store level with a mix of field visits and phone calls, leading to a 40 percent execution improvement during the promo period.
Pernod Ricard successfully demonstrated the positive impact of leveraging a multi-contact model: they used crowdsourcing to spot issues and combined the Wiser product with a mix of field visits and phone calls made by their account team to take targeted actions.
On top of improving the execution of their promotion and driving higher sales, the ROI on their field team drastically improved as travel time was minimized and field actions optimized to focus on driving the highest possible uplift with minimum time and effort required.
At Wiser, we believe that your field team is your best asset and we built our tool not to replace your sales reps, but instead to give them access to our platform as a salesforce effectiveness tool to help them do what they do best: selling and merchandising!
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