Page 10 - Beverage MasterAug Sept 2020_Rev

Legal & Marketing

How Craft Breweries Can Use

Technology to Drive Channel Incentive

Programs

By: Nichole Gunn, Vice President of Marketing and Creative Services,
Incentive Solutions
I n order to stay competitive in today’s distri- programs with rewards rather than considering

how that program fits in as part of an effective
bution channel, craft beer producers must
be able to digitally engage their supply chain channel management tech stack. However, today’s
trading partners and effectively communi-
cate across channels. However, this can seem like channel incentive programs are software-driven,
offering craft beer producers a platform to pro-
a tall order! Between the need for integrated tech- vide connected, omnichannel partner experiences,
nology, gaps in partner data, and interorganization- improve communication, and collect important
al goals that might not always be aligned, craft beer partner data to inform their sales and marketing
producers often struggle to utilize technology to strategies.
sell through and with their partners.
Creating Engagement
When facing these challenges, a channel incentive Before and After the Reward
program might not be the first solution that springs
to mind. After all, most people associate incentive While offering incentive rewards can be an excit-

8 August - September 2020 BEVERAGE MASTER

BM080920 Main Pages .indd 8 7/17/20 2:30 PM