Data led approach to Convenience
Accelerating Distribution in Convenience Retailers
Starbucks field team TUPE’d across from the incumbent agency in April 2018, with the sole aim of securing 1,900 new distribution points in 12 months. The team joined on a fixed 4 weekly call file that had failed to deliver the target the previous year.
Post successful transition, our insight team worked in partnership with Starbucks to create a prioritised convenience store call file. We conducted several ‘test & learn’ scenarios to ensure we achieved the correct balance of winning new distribution, whilst maintaining existing stockists. The team collected several data sources whilst in stores, including store size, footfall, distribution levels, and those stores who would have the highest propensity to purchase new brands.
The team quickly moved to an 8 weekly call file, extending into 12 weeks during the key summer months, allowing to team to dramatically increase focus on new stockists. We utilised our Brandstack retailer loyalty app to retain constant communication with retailers to help prevent loss of distribution.
We then mobilised our field team, trained and empowered with clear objectives and effective technology to achieve impressive sales results for the iced coffee brand.
- Utilising a more effective 8 / 12 week call file, the team delivered >2k distribution points in 6 months
- Core range distribution has increased from 17.5% to 54.4% in convenience since 2018
- Starbucks is now number 1 brand by value, in the top 10 dairy drinks category worth £54m and up 21%. (*Data Source: Nielsen)