Punch Pub Company (PPC) has underlined its commitment to help licensees boost their profits by employing a team of merchandising and marketing experts.
The company is investing more than half a million pounds a year to employ nine specially trained sales and marketing executives, SMEs, to help licensees develop their retail strategies and maximise non beer profit.
PPC made the decision to create the new role following a successful trial in the North East earlier this year.
David Bremner, PPC’s head of sales development, said the pilot scheme, which started in May, showed SMEs could help licensees develop their pub business and become more competitive in the marketplace.
“The main objective of the SME is to help licensees adopt successful non beer merchandising and sales strategies for products including food, cigarettes and wine,” explained David.
Lisa Dunne, licensee at the King Edward VII, in Aston, Birmingham, receives some sales and marketing advice from SME Stuart Heydon.
“SMEs will also offer guidance on product promotions and marketing ideas to boost sales, and help to identify new income streams for each pub.”
The SME team will report to one of two commercial managers from sp consulting (UK) Limited, who have been appointed by PPC to co-ordinate visits and monitor results, and additionally assist PPC to develop the role and the customer facing relationship with retailers.
They will each cover a region consisting of around 480 pubs, making at least two visits to every outlet a year.
Their work will complement that of the customer relationship team which will continue to be responsible for day to day operations issues including telesales, credit management and drinks delivery queries.
David added: “The SME is the missing link in the chain between the outlet, business development manager and telesales.
“They have their specific area of responsibility which will ensure clarity of roles and better communication between PPC and its licensees.
“Through the SME, licensees can find out everything they wanted to know about what they can buy, the best suppliers and which products best suit their pub according to industry trends. It makes leasing a pub a more attractive proposition.”
Lisa Dunne, licensee at King Edward VII, in Aston, Birmingham, said her first meeting had been really useful.
“It’s great to be able to talk through promotional ideas with someone who is an expert in pub sales,” she said.
“We have already taken on some of the ideas for Christmas and look forward to trialling more in the New Year.”
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