CONSUMER SERVICES
Team BigCity - February 1, 2024
Our Role: Strategy | Technology | Program Management | Data Analytics | Rewards | Fulfilment
Overview
In this highly competitive sector, product visibility and advocacy are two of the most important factors when it comes to driving sales. Therefore, we built an app-based program comprised of seven modules, each specially designed from the ground up to engage, communicate and motivate a wide range of end users and stakeholders across a variety of retail formats. Ensuring that every customer facing touch point and potential brand ambassador, from bar tenders, shop assistants, managers and liquor shop owners were all focussed to drive product visibility and advocacy.
Creating a revolutionary single 360-degree platform that completely innovated the way in which Budweiser engages with the trade and winning Budweiser MarTech Brand of the Year at the 2023 MarTech Awards.
Impact
Bud4Trade has and continues to significantly increase product visibility and advocacy at the point of sale by engaging the channel deeply via a range of automated operational experiences, drastically transforming ABInBev’s relationship with trade partners.
Our platform is designed to handle both, giving clients full flexibility. Our core B2B/Trade Loyalty programs are long-term strategies, often sustained for an average program tenure of 4 years, focused on building retention and maximizing partner lifetime value. However, we also execute short-term, tactical campaigns—or 'short-burst schemes'—such as scratch cards, lucky draws, and high-sales contests, to drive immediate spikes in sales or achieve quarterly targets.
Success is measured through a set of critical Key Performance Indicators (KPIs) tracked in real-time. These metrics cover two key areas:
1. Financial Outcomes: Tracking Sales Uplift (incremental revenue generated), Customer Lifetime Value (CLV), and Average Order Value (AOV) to ensure financial profitability.
2. Behavioural Metrics: Measuring Customer Retention Rate (or churn reduction), program Enrolment and Participation Rates, and the Frequency of Purchases to confirm that the program is successfully changing partner behaviour.
For well-designed and executed B2B loyalty programs, a strong return is primarily driven by:
• Retention: Significantly reducing customer or partner churn, as retaining a client is far more cost-effective than acquiring a new one.
• Incremental Sales: Ensuring that rewards are paid out only for performance that exceeds existing sales baselines, making the program self-funding based on growth.
• Wallet Share: Incentivizing channel partners to prioritize and sell a greater share of your products over a competitor's.
Our expertise spans a comprehensive range of sectors that rely on robust channel partner and trade networks for success. We routinely power campaigns for major brands in Automotive, FMCG, Retail, Consumer Durables, Building Materials (including cement, paint, and sanitaryware), Electrical Equipment (like lighting and switchgear), Oil & Lubricants, and Pharmaceuticals, Financial Services, Telecommunications, and Technology sectors. Essentially, any business that leverages a network of dealers, distributors, retailers, or third-party influencers—such as mechanics, architects, or contractors—to drive product sales can utilize our fully customized B2B loyalty solutions.
A promotech company specializing in tactical and loyalty campaigns, offering Retailer Programs, Influencer Programs, Distributor Programs, and Sales loyalty Programs. We leverage rewards, engagement-based technology, and loyalty strategies backed by AI and insights.
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