Point-of-sale operations tied to the contract behind every venue
A global spirits and wine group runs on-premise retail operations in Airtable: planning venue activations, ordering brand-specific supply items, assigning field reps, and tracking contract renewals in one connected system. Sales, Commercial, and IT teams replaced generic supply lists that were not tied to any brand with an operational system that ties every activation and order to a specific venue and the contract behind it.
The problem
On-premise retail operations ran on supply lists that were not tied to any particular brand, so field reps could not tell at a glance which venue needed which branded materials. Manual data entry meant every order took longer than it should have, and it was easy to send the wrong items to the wrong account.
Contract spend and venue activation lived in different systems, so nobody had a clean view of whether the investment going into a venue matched the activity actually happening there. Visibility into trade spend across the on-premise footprint was limited to whatever the last spreadsheet export showed.
What they built
Sales, Commercial, and IT teams built a shared Airtable base that plans venue activations, orders brand-specific supply items against each venue, assigns field reps to accounts, tracks contract renewals, and plans field sales capacity, with Salesforce feeding account and contract data directly into the operational layer.
Every supply order and activation record links back to a specific brand and venue, so a rep pulling up an account sees exactly what has been ordered, what is under contract, and what capacity is available to support it.
The outcome
Asset allocation is now accurate down to the venue level instead of relying on generic lists, and field operations run with fewer manual steps between an activation decision and the supply order that supports it.
Visibility into trade spend has improved because contract and activation data sit in the same system, and manual reporting that used to require pulling numbers from multiple sources has been reduced significantly.
Inside the solution
Retail Operations and Point-of-Sale Management
Events & Experience Management
- Venue activation planning
- Brand-specific supply ordering
- Contract tracking and renewals
- Field sales capacity planning
- Generic supply lists not tied to specific brands
- Difficulty tracking assets per venue
- Manual data entry for field reps
- Lack of visibility into contract spend
- Accurate asset allocation
- Streamlined field operations
- Better visibility into trade spend
- Reduced manual reporting
- Sales
- Commercial
- IT
- Salesforce
- Internal SKU data portals
Retail operations and point-of-sale management
Plan venue activations, order brand-specific supply items, and track contract renewals with every record tied to the exact venue and contract behind it, plus rep capacity views so coverage is checked before an activation is committed. Built-in automations create supply requests the moment an activation is planned, sync delivery status back to the plan, and email a weekly digest of contracts nearing renewal.
From generic supply lists to venue-level accuracy
Copy the templates
Link everything to the venue
Connect the CRM
FAQ
Frequently asked questions
Every supply order is linked to a specific brand and venue record instead of pulling from one shared list. A rep sees only what applies to the account in front of them, with the right branded items already filtered in.
Contract records link directly to the venues and activations they fund, so trade spend and activation activity live in the same base instead of two disconnected systems.
Salesforce feeds account and contract context into the operations base, so field teams are working from the same account data as sales without re-entering it.
Rep assignments are tracked in the same base as venue activations, so a new activation plan can be checked against available coverage before it is committed to a venue.
Not for the operational workflows shown here. The account uses AI in related parts of its Airtable footprint, and this structured venue and contract data is the kind of foundation those AI workflows depend on.