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Anheuser-Busch In-store Display Optimisation
October 29, 2020

Anheuser-Busch In-store Display Optimisation

Anheuser-Busch wanted to both drive brand performance and deliver real value to retail partners by optimising their in-store displays.

With around 46,000 businesses in USA alone selling beer, getting the in-store messaging just right means tapping into a larger slice of a $26bn industry.

Anheuser-Busch InBev is responsible for 500 beer brands, including Budweiser, Bud light and Stella Artois. They run 227 breweries and sell beer in 150 countries. Being the world’s largest brewer, they are a valuable partner to retailers, driving footfall and increasing sales. For this reason, Anheuser-Busch wanted their in-store displays and communication to be absolutely best in class. They wanted to know that their investment in shopper facing communications maximises brand visibility, appeal engagement and sales.

Anheuser-Busch Company Facts:

  • Anheuser-Busch InBev brews more than a quarter of the world’s beer
  • In the US, the company holds a 48.5% share of US beer sales
  • 8 of the 10 most valuable beer brands belong to Anheuser-Busch
  • Anheuser-Busch InBev generated global revenue of over $52bn in 2019‍

Primary Anheuser-Busch Business Goals

The main goal of the workshops was deliver knowledge and expertise which would improve and optimise the performance of in-store displays and messaging with a view to maximising Anheuser-Busch brand visibility, appeal, engagement and sales. Wider goals also encompassed:

  • Recruiting more new customers into the beer category
  • Increasing purchase frequency for beer
  • Driving up average weight of purchase for beer
  • Optimising premiumisation wherever possible

Adcock Solutions Ltd designed, developed and facilitated a number of workshops for and Anheuser-Busch. These enlightening sessions embedded the core foundations of effective shopper psychology within both Anheuser-Busch and their key design agencies.

The Workshops

We initially scheduled one 3-hour workshop, engaging more than 150 Anheuser-Busch stakeholders and employees. The workshop combined knowledge sessions with interactive activities to not only accelerate the attendees' understanding of psychology and behavioural science but also give them an opportunity to put into action.

Sneak peak: Anheuser-Busch display optimisation workshop slides
“Thank you Phillip, you did a great job indeed! We got plenty of messages, people saying they enjoyed it and found it very useful!"
One of many activities around making brand design more accessible

Following the success of our first workshop together, we scheduled a second, specifically targeting the design team. The aim was not for me to tell them how to design (I am not a designer!) but rather to make the team aware of the psychology of their designs.

A key area of opportunity was identified that involved leveraging shopper psychology to optimise in-store display principles. In other words, how to provide in-store display and communication to retailers based more on shopper psychology and behavioural science.

Sneak Peak: the Anheuser-Busch Playbook

The Outcome

Anheuser-Busch are now in the process of disseminating the insights further throughout their business network's network.

They have recognised the potential from embracing shopper psychology and behavioural science, and have invested in actively growing their expertise in this area, helped in no small part by Adcock Solutions Ltd.

Action Points

  • Incorporate shopper psychology and behavioural science into the Anheuser-Busch display and communications design process
  • Align with design agencies to produce an effective combination of best-in-class design and proven shopper psychology
  • Develop hard and fast shopper messaging rules and principles
  • Adapt the design blueprints for various retail channels and store types

Summary

When improved shopper understanding is combined with a more science-based approach to shopper communications, the result is a better beer category in-store; better for shoppers, better for retailers and better for the brands they sell.


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About Phillip Adcock

My name is Phillip Adcock: I have more than 30 years of human behavioural research and analysis, and have developed a unique ability to identify what it is that makes people psychologically and physiologically 'tick'.

Would you like to know more about how shoppers and consumers think? Download my FREE guide now. Alternatively, check out www.adcocksolutions.com, where there are more FREE downloads available there. Or why not simply email me with what's on your mind?

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Phillip Adcock
Psychology & Behaviour
Change Consultant

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