Starbucks
Hot sales results for the iced coffee brand
>2k
Utilising a more effective 8 / 12 week call file, the team delivered >2k distribution points in 6 months
89% to 96%
Promotion GE compliance increase through increased coverage by Flex Teams
£54m
Starbucks is now number 1 brand by value, in the top 10 dairy drinks category worth £54m and up 21%. (*Data Source: Nielsen)
The Overview
Hot sales results for Starbucks’ iced coffee brand
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. Post successful transition, our insight team worked in partnerships with Starbucks to create a prioritised convenience store call file.
The team quickly moved to an 8 weekly call file, extending into 12 weeks during the key summer months, allowing the team to dramatically increase focus on new stockists. We utilised Reapp Rewards to retain constant communication with retailers to help prevent loss of distribution.
“Reapp empowers us to have data driven callage for all of our retailers. This enables us to have the right people in the right places at the right time. Which means we can achieve the very best results!”
Adam Whitehouse, Business Unit Controller, Dee Set Group
THE DETAIL
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 targeted the previous year.
Post successful transition, our insight team worked in partnerships 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 Reapp Rewards 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.
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