SUCCESS STORY

Red Bull uses AI to “give wings” to execution at the POS

Learn how Red Bull has reduced data collection time from 15 to 3 minutes, allowing each sales rep to make another 2 visits per day.

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Red Bull goes beyond selling energy drinks; it promotes a lifestyle associated with achieving high performance and overcoming limits. In a highly competitive market, this distinguishing feature requires flawless execution at the point of sale. Ensuring the perfect store and brand visibility is crucial to supporting Red Bull’s positioning.

The challenge

To ensure maximum accuracy and high-quality execution, we were supposed to:

1. Increase the efficiency and productivity of the merchandising team
2. Extend POS coverage
3. Reduce data collection time at the point of sale.

The solution

We responded to the challenge through the partnership between Involves and Ever Trade Marketing: Involves led the strategy with image recognition, Ever enhanced execution at the POS, and Red Bull strengthened its brand strategy.

The artificial intelligence of the Image Recognition solution by Involves replaced manual count with real-time automated scanning, ensuring high-quality execution with an average accuracy of 98.86% in SKU identification.

The results

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Red Bull

Greater assurance that its actions are being executed according to its strategy. Increased agility allowed 96% POS coverage, ensuring brand monitoring where it matters most.

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Ever Trade Marketing

Productivity gains without losing quality, and enhancing our strategic partnership.

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Field

Reduction from 15 to 3 minutes in data collection time, allowing each sales rep to make another 2 visits per day.

The featured solution: Image Recognition

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Image recognition is the main solution used in this case and is part of the solution suite powered by Involves. Artificial intelligence was essential to the success of the operation, as it offered immediate benefits:

  • Automation: Replaces manual count by sales reps with instant scanning through AI.
  • Full Processing: Processes photos taken at the POS to identify SKUs, categories, prices, and data on competing products.
  • Real-time Validation: Validates on-site execution, ensuring the Perfect Store pattern.
  • Immediate decision-making: Provides instant data for route correction, strategic adjustments, and action prioritization.

Red Bull and Ever Trade Marketing

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Ever Trade Marketing is a strategic partner of Involves, and it helps major brands to achieve excellence in field execution. With deep knowledge of retail, the agency stands out for an efficient management of merchandising teams, focusing on productivity and quality.

One of its major clients is Red Bull, a global leader and a category-creating brand of energy drinks. As a brand, Red Bull is synonymous with achieving high performance, embarking on adventures, and overcoming limits. This essence requires flawless point-of-sale execution, which reflects its standard of excellence in each shelf and POP display.

The partnership between Ever Trade Marketing, Involves, and Red Bull’s vision is the engine behind the image recognition solution, a milestone of efficiency and innovation in the beverage industry.

People involved

“Artificial intelligence can be more accurate because it is not affected by details that may confuse the human eye, for example, very similar packaging, colors, and small text. So, this means fewer errors, greater promptness, and the conviction that each product is being identified correctly.”

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Camila Matos

Key Account Customer Success at Involves

 

“We can use the data and insights provided to make estimates for the future... We can focus on the results and work out the action plan accordingly. This project is really important because it shows me what lies ahead... it’s the beginning of a new era for trade marketing.”

 

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Nuria Piai Nava

Head de Field Sales at Red Bull

“The routine of sales reps has changed dramatically. They had to gather information manually for each of the items, but it was very time-consuming... 15 minutes on average. Today this time has been cut down to less than 3 minutes. Also, the use of image recognition has really boosted engagement and incentive campaigns.”

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Antonio Scavone

Project Manager at Ever Trade Marketing

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