FMCG · Retailer Insight
Finding out why rural retailers switch soft-drink brands, for Pepsi
A direct line between Pepsi’s team and rural retailers to protect and grow shelf share.
The challenge
Pepsi wanted to understand what was prompting rural retailers to switch to other soft-drink brands — and how to convince them to stock more Pepsi products.
What Anaxee did
Anaxee capitalised on its existing retailer partnerships to set up a virtual communication channel where Pepsi’s execs and retailers could address each other’s concerns directly. The execs came away with an insightful, ground-level understanding of the retailer’s point of view, and both sides agreed on newer, mutually-beneficial frameworks.
Rural retailers
Direct engagement
Brand ↔ retailer
Two-way channel
New frameworks
Mutually beneficial
Want a direct line to your retailers?
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