Customer Intimacy in Bars
Building relationships with on-trade clients
Fast-moving Consumer Goods | Service Innovation | Cost cutting
Situation
In a business model that relies on resellers to promote product to end consumers, supplying the reseller with meaningful services and effective promotional material is vital.
Red Associates helped a major producer of alcoholic beverages do an in-depth analysis of the company's relationship with its on trade customers (bar-owners) to identify areas in which increased growth can be achieved through innovation in B2B.
We began our research by conducting contextual interviews with bar owners and shadowing their staff during their day-day-to work routines. The team developed insights into what drives and motivates the people working in the bar industry, and also into the best practices of our client’s sales force.
Approach
The project of running a bar is one where personal and work identity often mingles and where establishing great atmosphere and making customers happy is a daily challenge. The project called for new ways of building relationships, in order to further the bar owners’ goals of creating the right atmosphere and connecting to their customers. Additionally, we identified the social importance and close contact of sales people with the on-trade customer, and the implications for improving customer intimacy.
Outcome
ReD proposed a new innovation model that identifies areas where the company can develop and build customer intimacy with the people who are closest to selling the company’s products, hereby ensuring alignment of initiatives with the needs of the on-trade market.
In a business model that relies on resellers to promote product to end consumers, supplying the reseller with meaningful services and effective promotional material is vital.
Red Associates helped a major producer of alcoholic beverages do an in-depth analysis of the company's relationship with its on trade customers (bar-owners) to identify areas in which increased growth can be achieved through innovation in B2B.
We began our research by conducting contextual interviews with bar owners and shadowing their staff during their day-day-to work routines. The team developed insights into what drives and motivates the people working in the bar industry, and also into the best practices of our client’s sales force.
Approach
The project of running a bar is one where personal and work identity often mingles and where establishing great atmosphere and making customers happy is a daily challenge. The project called for new ways of building relationships, in order to further the bar owners’ goals of creating the right atmosphere and connecting to their customers. Additionally, we identified the social importance and close contact of sales people with the on-trade customer, and the implications for improving customer intimacy.
Outcome
ReD proposed a new innovation model that identifies areas where the company can develop and build customer intimacy with the people who are closest to selling the company’s products, hereby ensuring alignment of initiatives with the needs of the on-trade market.
