Britvic to invest £11m in pub training scheme
Britvic has unveiled a new customer training programme as part of an £11m investment in the on-trade for 2010.
ExSellence training aims to go beyond perfecting "the perfect serve" and will see the soft drinks supplier work with licensees to grow their profits across the board.
ExSellence is a modular programme based around the key principles that drive soft drinks sales, delivered by Britvic experts.
The modules include:
• Unavoidable Visibility — prompting purchase through display and merchandising
• Maximise the Spend — driving customers to spend more or buy more often every visit
• Exploiting Occasions — linking to specific occasions when licensees can sell more soft drinks
• Compellingly Served — deliver a serve experience to add value and excitement to the product offer
• Engaging Experience — making soft drinks a more enjoyable experience
“Britvic has always put investment and innovation at the centre of its on-trade plans — now we will help our customers do the same," said business unit director Paul Linthwaite.
"With soft drinks performing well in pubs and bars as consumer tastes change, Britvic’s Exsellence programme will help licensees make the most of this opportunity and is an important part of our investment programme to support the on trade.”
The ExSellence training programme is currently available to Britvic’s managed retail customers with a rollout to the rest of the trade over the next year.
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