We know that our customers will know their shoppers better than anyone, so at Budweiser Brewing Group we want to work closely with our retail partners to understand their shopper behaviours and launch in-store activations that will tap into these wants and needs. This creates a win-win situation as our customers are getting the best from us, and in return consumers are receiving the best experience.

In addition, by working with customers we can ensure that they are each offering a unique experience that shoppers can’t replicate elsewhere. Due to increased competition and choice between retailers, they are fighting to get shoppers through their doors and small incentives offer the opportunity to increase the chance of consumers adding to their basket.  

Being data-driven

By analysing sales data and leveraging various sources of customer information, we can identify trends and preferences that allow us to build a product portfolio tailored to regional interests and boost basket spend.

An example of this was our Stella Artois Unfiltered launch, where we collaborated individually with retailers to meet their needs whilst providing a unique twist to engage with shoppers. Each customer is looking for something that separates them from the crowd, which allows us to create a host of exclusive opportunities for customers. This included gift-with-purchase for the Stella Artois Unfiltered chalices at Asda, the opportunity to win a Michelin Star chef at-home experience at Waitrose, and store takeovers at Morrisons.  All of which we worked with our customers to craft to ensure maximum ROI.

Tapping into cultural occasions

Key calendar moments offer a natural way to interact and excite consumers through unique moments and limited-edition POS. UEFA Euro 2024 is going to be a massive opportunity for all convenience and grocery stores. We know drink purchase rises by 18.2% during international football tournaments.[1]

It’s vital to not only stand out but also work with customers to build excitement to drive sales from shoppers, in the lead-up and throughout the tournament. During last year’s Women’s World Cup, Budweiser activated its biggest-ever campaign in the Off-Trade, working closely with customers to help boost sales.

Whilst we created a host of limited-edition FIFA World Cup activations which were available in grocery and convenience channels across the UK, we also continued the tailored approach with our customers.

What’s next for in-store activations?

With every store looking to stand out from competitors, they are increasingly looking for brands to provide more customised exclusives and impactful in-store activations that support their positioning.

I think future in-store activations are likely to be influenced by various trends and technologies that are shaping the retail industry. This could incorporate AR and VR technologies to enhance the shopping experience, along with QR codes that customers can scan for prizes, competitions, and general information, which allows for the interaction with the brand to go beyond the store.

As new products become available, brands will have to rollout bespoke creations to stand out amongst the rest of the competition. This will continue to become more and more catered to each store. Brands can design activations unique to certain stores/regions based on location, demographics, and interests which makes the experience feel more personalised.

The retail landscape will continue to grow and become more competitive, but by putting our customers front and centre – and committing to activations that hero local insights – we can continue providing the value and experience today’s shoppers expect.

[1] ^{Budweiser Brewing Group internal forecasting, January 2023}

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