How easy is it for Promotional Campaigns to achieve perfect store execution and ROI?
Reduced space availability and constantly evolving store formats are the new norm as the ‘big four’ retailers in particular, make less space available for non-head office agreed promotional displays. Yet as supermarkets are by their very nature a complex visual environment for shoppers, the benefits of investing in promotional POS campaigns to increase product visibility and nudge the shopper towards purchase are undisputed.
Against this backdrop, brands, once committed to a tactical in-store campaign need the reassurance that perfect store execution can be achieved and ROI realised. So how achievable is this?
We’re the first to admit that perfect store execution isn’t easy but our experience has taught us that there are some fundamentals to get right in the planning stage and which are often overlooked. Firstly, having flexible POS options to site ‘something’ rather than a one size fits all approach yields greater benefits. This is particularly effective with convenience teams. With a range of options including half size FSDUs, FSDUs of a more generic nature AND a range of headers which could be interchanged on visits on the run up to a major selling period such as Christmas to stake a claim to space in each store and of course, incentivise the store to leave it in situ you are immediately increasing coverage success rates.
Secondly, an experienced and accredited field team who know their way around individual store systems and protocols and can build effective in-store relationships will always achieve higher coverage and compliance – they are experts in their field and this type of work is second nature to them!
By planning activities ahead, opportunities can be maximised and waste reduced. The planning stage should involve:
- Obtaining the core store list for the agency to do a deep-dive segmentation on the call file.
- Identifying stores where sitings were achieved in previous activities.
- Identifying stores that routinely don’t allow additional displays, cross-matching reasons why.
- Delivering kit to Brand Ambassador homes, not stores to prevent waste.
- Selling in a range of solutions such as clip-strips, ladder racks, half size display units etc.
- Pre-visiting early to check opportunities whilst also carrying out a range of housekeeping activities.
- Highlighting problem store immediately and proffering solutions before it’s too late.
- Using category and client EPOS sales data to maximise the call file opportunities.
As ever, timing is critical and tactical teams should call when it matters i.e. stunt weekends, key ’payday’ weekends, promotional change over etc.
Other considerations should include :
- Getting the ‘Basics’ right in store: e.g. ensuring book stocks are correct, having the right caps for the shelf space and pre–selling promotions so that there is enough stock.
- For alcohol, having a separate solution for Scotland & Ireland due to their stringent licensing laws i.e. more housekeeping visits to maintain displays.
- Pre-selling to gain space on discretionary ends (usually managers decide what goes on these) so having a good contact strategy and ensuring you speak to the decision maker is vital.
- Focusing on the housekeeping aspects of a call vs building displays – in our experience the other interventions earn more incremental sales and therefore deliver better ROI.
- If a merchandising team is required, focusing on the key times i.e. Weekends, Power Hours and Bank Holidays.
- Teams are gaining fewer extra displays, so when they do get permission they create top quality, maximum stock and ROI generating displays. This focus requires great relationships with store staff to gain discretional authorised displays such as discretional gondola ends, ladder racks, table displays etc.
- Having key players working at a regional format level with the retailers to gain extra space from head office, rather than just leaving it up to the BAs in-store to negotiate.
Sounds daunting? Not when you’re in the right hands! We’re always happy to have a no obligation discussion.