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Anheuser-Busch - Retail Account Planning

Software Design Partners has partnered with Anheuser-Busch Companies for more than 13 years and 200 projects to help solve their business challenges and build technology solutions that create a competitive edge. Our history of successful on-time and on-budget projects with A-B has made us a trusted advisor.

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For 165 years, Anheuser-Busch has been an iconic American company, brewing great-tasting, high-quality beers. They embrace new technologies and innovations so they can brew, package, transport and deliver more than 100 brands in the most environmentally-sustainable way possible.

  • Software Development Services
Microsoft .NET
Microsoft SQL Server
Microsoft Visual Studio

The Challenge

The executive team at Anheuser-Busch was challenged to increase sales strategy alignment, planning, accountability and visibility between the corporate strategy teams, corporate key account managers and distributor sales representatives. Their existing process provided little insight into how large initiatives would be executed in the market on a local or national level.

They looked to Software Design Partners to create a solution that would:

  • Manage market planning down to 500,000 retail accounts instead of 600+ distributors in order to allow detailed tracking of ROI on marketing initiatives.
  • Create an efficient user experience at a corporate and sales representative level.
  • Provide corporate and distribution partners with detailed analytics and reporting.
  • Enable corporate strategy teams to quickly communicate and implement adjustments in retail accounts.
  • Track costs on all sales initiatives.

The Solution

SDP had extensive knowledge of the client across business units and insight into the challenges they were facing. As a long-term partner, we worked with them to provide business innovation consulting and create a competitive edge in the marketplace. This challenge gave us the opportunity to work with A-B to design, develop and deploy a software solution used by thousands of corporate and distributor sales personnel across the US.

At SDP, we dive in with our clients to learn all aspects of the challenge they want solved. During the requirements and design phase we went through many rounds of meetings, whiteboard sessions and layout reviews with the key stakeholders to make sure we were creating a solution that met their strategic goals. Prototypes were reviewed with field personnel for additional feedback and adjustments to ensure that those individuals that would be utilizing the solution had the right tool for the job.

  • Increased utilization and visibility of $100 million in marketing budget per year
  • Expanded alignment, market strategy and execution between all levels of the organization
  • Provided display/promotion/product/pricing objectives at an individual retail account
  • Higher visibility and accountability in sales strategy planning vs. execution
  • Improved analytics and reporting available to all levels of the organization
  • Expedited market adjustments based on competition and market changes

Competitive Edge

We brought deep experience in ERP integration, data integration and analytics, agile development methodology and background with online ordering and e-commerce to the project. The end product gave the client the ability to align sales strategy and execution across retail accounts. The analysis and strategic planning shifted focus from 600+ distributors to 500,000 retail accounts.

SDP delivered A-B a solution that included:

  • Easy to use portal for planning new product launches and supporting existing products
  • Detailed planning of product placement, off premise displays, on premise promotions, price breaks and more
  • Executive dashboards to monitor and measure progress for key business objectives
  • Ability for corporate and distributor managers to track dollars spent vs. budget
  • Integration with new and existing business platforms including an ERP system, account management systems and mobility platform
  • More than 40 analytical reports providing hundreds of selection/filtering options
  • Access and use by desktop and mobile devices
  • Security limiting user features based on user role

Our Business Innovation Consulting and Software Development capabilities came together to create a competitive edge for the client through a cost effective product and ongoing enhancements and support.

Cary L
Senior District Manager

I have worked with SDP closely for the past 6 years. Led by their CEO Mike Williams, they have been a great partner providing superior technology solutions for our team. What I like the most about SDP is their staff is hard-working, engaged in our business, disciplined to hit project timelines and overall enjoyable people to work with. They make themselves available and are willing to go the extra mile when needed.



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