CASE STUDIES
Treasury Wine Estates
BRIEF
With the shift of sales focus from Modern Trade to Online, TWE’s Field Marketing budget has been reallocated, thus, prompting client to find efficiencies.
APPROACH
- DSFM proposed shifting from a 4-FTE exclusive team to a 37-FTE shared team
- 3 days of cluster training (done quarterly) implemented to instill confidence in the team, share product knowledge, and execution experience in store
- Product Catalogue with photos for key SKUs were provided to the FMs
- Product knowledge test conducted to evaluate the FMs’ knowledge of TWE wines; DSFM incentivized those who have achieved good scores
- Planogram guidelines with recommended quantity were developed and handed out to FMs, monitored regularly to ensure that FMs are ordering sufficiently
RESULTS
- Efficiencies and improvements delivered in terms of cost, coverage, and service level within the first 90 days of execution
- 19% Reduction on Annual Field Marketing Spend
- Increase in Store Coverage, from 93 to 310
- 7x More Visits in Total vs Exclusive Structure
- 10% Increase in Promo Execution Efficiency