The brewer is looking to build on the success of its store loyalty scheme, ‘My Cold Beer Club’, which delivered a 10% YOY increase to the beer category in the convenience channel last year, and develop in-store campaigns around its products such as Carling, Coors and Blue Moon.
Molson Coors launched ‘My Cold Beer Club’ in 2010 as a reward scheme for retailers who actively promote sales of its beers and is looking to use the data captured since, to identify areas in the UK with the biggest sales volume for its brands.
it will use the data to develop marketing strategies for its retailer affiliates.
To support the marketing strategy, Molson Coors has hired retail-specialist, REL Field Marketing and set up a team of more than 40 field staff to advise retails on how to promote the beers.
The team will carry out monthly visits to 3,000 My Cold Beer Club members and regularly visiting a minimum of 1,250 supermarkets throughout the year, as part of the brand’s experiential marketing strategy.