When it comes to selling beer in retail, product must be placed where customers see it. That means beer displays — the bigger the better. Since retail stores have limited display space, a big beer display means little or no space for the competition.
Fullhouse developed a website that makes it easy for more than 350 distributors to participate in an incentive program which challenged them to build the biggest beer display. Distributors uploaded pictures and information, and tracked their progress. A live leader board kept the competitive juices flowing. Participants shared success stories of how they “sold in” their displays at retail locations. Schematics were posted showing how to best build giant displays. Sales managers used the site to verify that displays met incentive criteria. Administrators generated activity and payout reports.
The program, called Displays Matter, was a resounding success. In its first year, beer sales from case displays doubled. Since then, the program has been expanded to include other MillerCoors brands and additional incentives.
