CASE STUDY: PEPSICO
Leading food and beverage company PepsiCo, partnered with *shopt in July 2020 to revolutionise retailer support in the UK. Over four years, they’ve worked with *shopt to build a digital platform offering rewards, other information such as HFSS regulation guidance, and engaging video content. *shopt provides a crucial part of PepsiCo's Go To Market strategy to engage retailers, drive distribution and loyalty and expand their reach in the channel.
By 2024, the partnership hit new heights, with 16,000 independent retailers redeeming a PepsiCo offer on *shopt, and a significant share of their distribution gains coming from digital interactions - solidifying its role as a cornerstone of PepsiCo’s convenience approach.
.png "Field team visit data With a vast physical reach already being achieved in the channel, through their in-house field team, PepsiCo wanted to ensure they were maximising the opportunity outside of (10)")
DATA = DISTRIBUTION
As the ability to gain real time product availability information has increased in the last 18 months, PepsiCo have embraced this to utilise all available feeds to deliver maximum opportunities for retailers to engage with the brand, and to drive sustainable growth of their range in the channel.
A variety of data sources are used simultaneously to create personalised product offers for retailers, reacting to their unique product range based on their store type, size and location. Our advanced data warehouse seamlessly manages these data sources, applying intelligent prioritisation based on source reliability and data recency. Specific rules customized by store size and call frequency determine the variety and volume of offers each retailer receives.
This helps PepsiCo expand its reach digitally into the channel and maximises returns, while meeting retailer demands with precision. These offers generate up to 20% higher engagement due to the high relevancy and timing of the products being incentivised.
.png "Field team visit data With a vast physical reach already being achieved in the channel, through their in-house field team, PepsiCo wanted to ensure they were maximising the opportunity outside of (11)")
WHAT'S IN IT FOR RETAILERS?
Retailers who engage with PepsiCo on *shopt gain access to exclusive tools, personalised rewards, and data-driven insights designed to boost sales and customer loyalty. Everything is conveniently available at their fingertips, with the ability to connect with the brand at the click of a button. Retailers also have access to tailored product and display recommendations that enhance in-store experience and support growth in the CSN category.
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MAKING LIFE EASIER
PepsiCo have invested into development on *shopt, to create tools designed to help and support the retailer’s business growth. Walkers Hub is home to a number of features, enabling the retailer to access everything they need from the brand in one place. This includes bespoke planogram, ordering links from selected wholesalers and other information that helps drive category sales.
The hub also features video content and updates that are useful for the retailer and the hub is regularly updated to keep it fresh for visitors on the page - bringing together the physical and digital touchpoints.
ENGAGING WITH RETAILER EVENTS TO UNDERSTAND CUSTOMER NEEDS
PepsiCo joined *shopt at their Love *shopt event run earlier in 2024. Hosting their own brand pod, they had the opportunity to engage directly with retailers, understand their challenges and gain feedback on recent promotions and in-store activity. This insight was invaluable to supporting plans for the following year.
PepsiCo also featured on *shopt’s newly launching ‘Talking *shopt’ blog, giving retailers an insight into the brand, how they approach convenience as a channel and hear up coming plans.
CAMPAIGNS TO SUPPORT RETAILERS
PepsiCo are focussed on innovative new ways to engage with retailers. Towards the end of 2024, they launched the Walkers Community Chest offer on *shopt. A unique chance to reward 10 lucky retailers with a £500 donation to a charity or local community cause of their choice. Through *shopt they have also had success with engagement activities celebrating International Women's Day, quizzes on Walkers products and bonus opportunities for taking up multiple rewards in a single month. Regular competitions and initiatives run throughout the year on the app give retailers multiple ways to engage with brands and broaden the app offering to more than just product rewards.
.png "Field team visit data With a vast physical reach already being achieved in the channel, through their in-house field team, PepsiCo wanted to ensure they were maximising the opportunity outside of (5)")
COLLABORATION THAT DELIVERS UNDENIABLE RESULTS
This partnership enables retailers 24/7 access to category leading brands including Walkers, Monster Munch, Wotsits and Quaker, serving as a digital touchpoint, enhancing their ability to stay informed whilst driving loyalty and growth for the brand. In-depth analytics and dashboards allow PepsiCo the visibility they need to understand each retailer, and deliver a personalised approach.
The partnership between *shopt and PepsiCo reflects the brands commitment to leveraging digital platforms to strengthen relationships with retailers and provide them with the necessary tools to succeed in a dynamic market environment.
In 2024 *shopt has supported PepsiCo to deliver some amazing results.
.png?width=1405&height=399&name=Field%20team%20visit%20data%20With%20a%20vast%20physical%20reach%20already%20being%20achieved%20in%20the%20channel%2c%20through%20their%20in-house%20field%20team%2c%20PepsiCo%20wanted%20to%20ensure%20they%20were%20maximising%20the%20opportunity%20outside%20of%20%20(8).png "Field team visit data With a vast physical reach already being achieved in the channel, through their in-house field team, PepsiCo wanted to ensure they were maximising the opportunity outside of (8)")