Business Objective

  • Green Mountain Coffee Roasters (GMCR) wanted to create a program to influence the activities of its Channel Partners and the Channel Sales Force based on three main objectives: 
  1. Install more Keurig Brewers
  2. Gain market share for K-Cups and GMCR in the OCS Market
  3. Gain mindshare for GMCR with Distributors

Context/Challenge

  • Primary program focus is the Office Coffee Service (OCS) channel consisting of approximately 500 distinct Distributors, who purchase brewers and K-Cups form GMCR to sell to the office coffee market nationwide.

Marketing Approach & Solution

  • Mercury developed a program to design, implement, host, manage and maintain a rewards portal for GMCR:
    • Portal is branded to GMCR specifications and allows the program owners to segregate Distributors into sub groups for various communications and rewards which are updated monthly.
    • Each Distributor participant accrues points which are maintained in his/her online personal account as sales performance goals are met or training programs are completed.
  • Platform has an integrated catalog of rewards comprised of national merchandise brands over a broad range of values for Distributor participants to choose from:
    • Turn-key points redemption and on-demand merchandise fulfillment is managed seamlessly.

Results

  • Year one results showed a tremendous Distributor participant energy for the program and uplift in sales, resulting in additional funding and program enhancements in year two with plans to eventually launch sweepstakes and contest promotions within the platform as well.
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