After successfully launching into the convenience channel 2 years ago, the *shopt app is now following the nation and heading to the pub…!
The launch of the *shopt app into the on-trade and hospitality sector comes at an interesting time. During the planning stages, we could not have predicted what the 6 months prior to launch would bring – with our target audience closed for business, and confusion over what re-opening would look like!
But here we are, more than half-way through the year – outlets have re-opened, and the trade is slowly (albeit differently) getting back to doing what they do best! So now feels like the perfect time to launch the app, supporting outlets by connecting them digitally with brands to access content and exclusive deals – in order to help drive sales for both the brands situated on the app, and the outlets.
So why on trade? There are tens of thousands of pubs, clubs, bars, restaurants, hotels across the UK – collectively accounting for more than £70 billion in sales every year. It’s a channel that holds huge opportunity for brands and manufacturers but accessing and influencing independent locations can prove very difficult, even with large field teams – with no guarantee of speaking to a decision maker.
In the last 2 years, *shopt has proven invaluable in the convenience channel in solving exactly that problem: augmenting field sales activity in the channel, maximising the distribution of various products (more than 300,000 new distribution points created) and rewarding compliance, ranging and merchandising. As well as providing a crucial and needed digital channel of communication with retailers, so it made sense for us to adapt the app to help brands in the on-trade, in exactly the same way.
*shopt on trade will support beer, wine, spirit and snack brands to engage with 1000’s of outlets at the touch of a button, with outlets accessing the app at a time that suits them – when they are open to hearing from brands.
We’ve already been instrumental in supporting on-trade locations during lockdown, by serving as the payment provider for £1 million of payments from the Guinness Pledge to support the channel. We are now busy signing up outlets and brands to the app, with a full nationwide launch in September! Cheers to that!
Fast start for distribution of NPD
Visibility of consumer facing promotional execution and compliance
Education and advice on range and display
Insight and research tool to understand individual outlets better – and target them accordingly
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