REL Field Marketing selected by Molson Coors

REL Field Marketing announced today that it has been selected by Molson Coors, brewer of the UK’s number one lager, to support its increased field marketing activity throughout the multiple grocer and impulse channels following a competitive tender process earlier this year.  As part of an ongoing strategic contract, which started in January 2012, a team of more than 40 field staff will be operating nationwide across both sectors to improve availability and distribution of Molson Coors brands. REL will move Molson Coors from its existing syndicated call file model to a permanent team in the multiple grocer channel, and place dedicated field staff in convenience to deliver an improved and sustainable growth in sales.

Through driving improved on and off shelf availability and promotional compliance, REL will help to increase volume sales of Molson Coors brands across multiple grocers.  The focus in the convenience channel will be on retailer standards, better distribution and engagement in the Molson Coors retailer club, ‘My Cold Beer Club’.  EPoS data and shopper insights will be used to highlight the areas with the biggest sales opportunities for both retailers and Molson Coors.

Mark Elston, customer contact strategy manager at Molson Coors, commented: “The Molson Coors ‘My Cold Beer Club’ retailer reward scheme has been a real success in 2011, delivering an incremental 10% to the beer category in the convenience sector. This has enabled us to increase our store numbers in 2012 and we’re delighted that REL will be supporting us. We have been really impressed by REL’s focus on the use of technology to drive a return on investment and this will be vital as we increase our coverage into the multiple grocers. Most importantly though, REL’s commitment to recruiting, training and developing a dedicated team of beer category experts will see us deliver brilliant execution at the point of purchase, supporting our customers to grow the beer category across the Off Premise.”

“With the significant growth we are seeing in the convenience channel, manufacturers like Molson Coors are looking for a solution to drive retailer standards and brand engagement whilst delivering long term return on investment,” said Laurence Clube, Managing Director, REL Field Marketing.  “REL has responded to this by strengthening our proposition, utilising industry leading tools to help target the highest opportunity outlets.  We are very excited to be supporting Molson Coors as it increases its activity across the multiple grocer and convenience sectors.”