What would you rather? Your field sales team slaving over reports or your field sales team...
IN JANUARY 2022, THE BUDWEISER BREWING GROUP UK IMPLEMENTED THE REPSLY MOBILE APP FOR THIER ON-TRADE FIELD TEAMS - AND THEY LOVE IT!
All of the retail off-trade field operations are handled by their national field marketing agency and their people have had their own apps. But what about the on-trade teams that work for Budweiser? Well it used to be much more of a struggle to get good tech.
WINNING TAPS AND BREWERS BARRELS
For many years Budweiser Brewing Group have had their on-trade field teams embedded all over the country with geographical territories covered by different teams for wholesale accounts, managed pubs, licensed premises and the bigger key accounts.
There's no outsourcing this. These people are custodians of the BBG brands and are totally responsible for all of the groups personal relationships with British beer buyers in pubs, clubs, restaurants and hotels.
It's all about the POC (point of consumption). Wherever there's a landlord, there needs to be a rep!
These guys had a lot to do. Budweiser UK is a big brewery and is the proud owner of world wide brands including:
- Budweiser
- Bud Light
- Stella Artois
- Camden Town
- Corona
- Beck's Goose Island
- Bass
- Boddingtons
- Leffe
- Hoegaarden
- Brahma
- LowenBrau
The aim of the game is winning taps on the bar. In the supermarket, the customer can choose from a wealth of beer and cider brands. But in the independent pub, it's the landlord that chooses which beers are in the cellar.
So when all things are equal, sometimes the best rep wins!
RECORDING INFORMATION ON THE FLY
When your hitting 10-15 visits per day in your territory, you collect a little information from each visit and the trickle of data soon becomes a flood. You need an app for that.
An app that works on Android and Apple, any handset, anywhere. And some of these POCs are in the sticks where there's no signal. Luckily, Repsly has all of that covered and works perfectly offline.
On every single visit there are key data points that need to be recorded. Budweiser had an app for that. But it wasn't hitting the mark and the tech team were struggling to win adoption across the field force. One problem is that every single time you visit a POC, all the information needed filling in a form. Every. Single. Time!
Repsly's dynamic forms are toggled to autofill all the entries from the previous visit so the reps only need to update stuff that changed. Game changer!
That means quicker visits, more visits, better KPIs and more time building friendships with customers than ticking boxes. Also time to taste test the product - from time to time...
Repsly & Kraft Heinz - Click to See the Video Case Study
MEANWHILE, BACK AT HQ
With all this rich data pouring in from every territory, the leadership team had so many more levers to pull in order to make an effective difference in the field.
The Insights Dashboards with Repsly puts all the most useful analytics into a digestible format to create actionable intelligence for the team leaders in each territory. Integrating this using Repsly's open API make an even greater impact once it's manipulated into Power BI and combined with sales data from the wholesalers.
It took three months for the tech team to implement Repsly into Budweiser Brewing Group UK. Staggeringly quick! With support from GeminiBlue the whole project was executed and training rolled out to the teams via Zoom.
In the past the costs of implementing tech this good would have been seven figures. In the last few years though, the game has changed. BBG were able to deliver the platform to all of it's internal teams for less than the cost of Salesforce. Which means the ROI potential is staggering.
THE BOTTOM LINE
BBG are winning more taps, displacing other beers from the bar and shipping more brewers barrels. Furthermore, we have a happy field team. So hopefully Repsly's ease of use and less frustration in admin, means better staff retention and a richer life at work.
"Reps love Resply"
