Quantifying the power of up sell in on trade

The Challenge
Quantify the impact of up selling to premium drinks, the power of merchandising and media engagement.
We wanted to understand how trained staff could influence customer behaviour in on trade – to up sell specific premium drinks. Secondary was to quantify impact of the brand fridge and also look at media engagement with promotional poster at entrance.

Our Methodology
Using observational research techniques we observed pre trained bar staff up selling customers to alternative premium drinks – for example bottled beer, premium spirits and their branded product. We also interviewed staff pre and post activity and observed patterns of behaviour in bar to identify dwell time, entry points etc.

The Outcome
A quantified perspective of the impact and effect of bar staff advocates. Measures included greatest up sell opportunities by category and customer appetite for influence of drinks choice. We also were able to quantify the impact of merchandising unit and the level of media engagement with promotional poster activity.