Trade Program Management
Consumer Packaged Goods
The Challenge
A major beverage manufacturer was managing its retail trade program via spreadsheets. Sales reps were enrolling retailers with paper contracts, which were often difficult to read, lost or misplaced. Contracts were sometimes submitted twice, resulting in multiple payments being issued.
What Did MSA Do
MSA provided a fully automated system to manage the client’s trade program. The system provided a mobile enrollment tool that allowed sales reps to engage retailers’ in-store, assign retail goals and obtain signature for electronic transmission. MSA’s system provided the client with tools, reporting and analytics for monitoring compliance, giving sales reps timely information for filling gaps to ensure full compliance and payment. MSA partnered with the client and its bank to calculate payments, incorporate any client-driven exceptions, and providing a feed for the bank to issue checks and statements.
The Results
- Achieved nearly a 37% reduction in overall trade spend in the first year
- Participating stores experienced a 7% sales lift compared to non-participating stores
- Demonstrated strong ROI through improved program efficiency
- Program participation has tripled over the past five years
- Expanded the program to additional retail classes
