Case Studies – Merchandising
Overview
This case study is an illustration of one of our field marketing services, Merchandising. It reflects the process of in-store activity in the retailing, supermarket and grocery sector channels.
Background
A client specialising in new, weekly, home product range refreshes wanted to closely monitor its SKUs whilst expanding its choice to consumers. It chose to operate a weekly product-rotation marketing concept in dedicated stores and supermarket concessions.
The Field Marketing & Consultancy Group sourced a team of merchandisers strategically chosen due to placement and experience.
Utilising FM&CGâs âLive Reportingâ system our client had access to daily updates of all information gathered by the merchandising team.
Challenge & Objective
⢠Ensure client products were displayed correctly to planogram
⢠Replenish all displays of client products
⢠Complete returns and maintain stock levels
⢠Accurately record and photograph specific detail required by the client
⢠Highlight findings to respective store management increasing awareness and recording feedback
⢠Deliver clear, concise reports to client to be used in direct negotiation with grocery retailerÂ
Results
Through 100% compliance of visits across all stores the dedicated merchandising team increased sales by 18% over the activity period.
Due to the clients business model of weekly product updates stock issues can seriously damage sales potential. FM&CGâs Live Reporting system enabled the client to action stock issues immediately increasing revenue and reducing returns.
During the activity merchandisers built strong relationships with staff, adding value to the in store actions. This was viewed as important to not only the manufacturer but also the retailers as staff felt that it aided their own presentation standards.
The Field Marketing and Consultancy Group
www.fmandcg.co.uk
