We approach every year’s gifting season with a fresh mind and our clients need at the forefront of our strategic planning. For 2020 we knew we needed to optimise stock sell through and support with increasing gifting sales vs 2019. We pulled together a four-pronged plan for the field team with changes to ways of working and new exciting, targeted incentives.
The team approached the season with energy and drive ensuring no opportunity was left unturned. We designed new point of sale and adapted our in-store tactics which combined lead to an impressive increase to the numbers of displays sited. The incentives added fun and a healthy competitiveness to the busy festive months keeping the team motivated to keep pushing for more.
We adapted our call files based on data analysis to target a wider number of stores and trained the team to use an inventory tracker to drive sell through of high stock volumes.
We kept our strategy the key focus over these busy two months with regular team meetings, updates and reviews to ensure success.
The two key outcomes we wanted to achieve for our client were supporting with gifting stock sell through and to increase their overall gifting sales. Following our multi-faceted approach to the season we returned some fantastic results for our client. Their gifting sales vs prior year increased by 17%* they also saw a huge improvement in gifting stock sell through of 80% in Tesco vs 27% LY and 90% in Asda vs 55% LY**.
*Asda, Boots, Morrisons and Tesco
** From Dec 1st-26th 2019/2020
Challenges
- No stock ordering allowed across the grocers so we needed to ensure we made up intervention numbers across other interventions
- How to up display numbers across the team – to increase high value intervention numbers.
Actions
- Drive increase in gifting sales – target of uplift value to be up vs 2019
- Visit more stores than 2019 to increase visibility – by upweighting call file using flexforce support – removed fixed and dynamic calls to ensure team could visit more stores.
- Site more displays than 2019 – with a focused gifting incentive, new POS initiatives and variations,
- End season cleaner of stock than 2019 – removed fixed/dynamic calls so team could use their inventory tracker
Results
- Drive increase in gifting sales – Gifting Sales +17%, total Gifting uplift +27%
- Visit more stores than 2019 to increase visibility – by upweighting call file using flexforce support – removed fixed and dynamic calls to ensure team could visit more stores. – We completed 351 more visits than 2019
Contact us today to find out how we can make your festive season magical
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Address:
Acosta Europe, Dukes Court, Duke Street, Woking, Surrey, GU21 5BH
Email:
enquiries@acosta-europe.com