Anheuser-Busch joins Accenture for digital merchandising

Belgium-based brewing company Anheuser-Busch InBev (AB InBev) has signed an agreement with Accenture to increase merchandising activities at the point of sale.

As per the agreement, Accenture is working with AB InBev to pilot an innovative digital merchandising service to provide the brewer with access to point of sale data about product presence and placement that is more detailed, faster and more reliable.

The pilot project aims to deliver a reduction in out of stock products, improved compliance by retailers and, as a result, improved product sales.

The Accenture Digital Merchandising Service is a customizable solution that can help consumer products companies to improve their in store performance by offering them a view of their product's presence and placement on the shelf.

Through the service, digital pictures of the products and prices are continuously collected and monitored, and translated into information and key performance indicators (KPIs) using Accenture's mobility software, market analytics, and its algorithms.

This innovative approach avoids time consuming data collection activities and, by receiving both quantitative and qualitative information immediately, it allows sales reps to make better decisions faster.

The pilot is taking place in 55 stores in Russia, and the results will offer AB InBev important insights into whether the activity should be rolled-out across its Russian business or into other geographies.

AB InBev information and business services VP Felipe Franco said this pilot will help the company to better understand how it can use digital merchandising techniques to enhance its performance at the shelf.

"Our visit to Accenture's Customer Innovation Center in Milan helped us to visualize the different challenges and to shape our strategy for tackling them," Franco added.