MERCHANDISING STUDY

Supermarket Multiples Case Study

Client: Carphone Warehouse

Campaign location: 150 Sainsbury's stores nationwide

Brief:

To merchandise, update and maintain range changes of mobile and landline phones, and rearrange displays and all POS material nationwide, across all selected Sainsbury's stores.

Campaign Description:

Merchandising staff executed a one-off visit to all stores to execute the following merchandising:

• . Remove old POS / dummy display product, tiles, etc.
• . Place new POS cards / dummy product onto displays.
• . Replenish leaflets / telecoms guides.
• . Thorough cleaning of display.
• . Reporting on maintenance of display / cabinet and store feedback.

Results:

• Link Communication recruited and trained a nationwide team of merchandisers, who were each allocated a number of local Sainsbury's stores in their region to service.
• Field teams were shown how to conduct the complex range changes, and how to complete the extensive reporting mechanism, which identified any issues to be resolved.
• Field teams then resolved any outstanding issues by revisiting the stores, scheduled within a 48-hour period of the initial activity.
• Range changes, updates and installation of new POS / POP units were set up across 350 stores within a three-day period.