Case Studies - Greggs Outlets POS Audit

Client: Greggs Bakery

Agency: Gratterpalm

Campaign: Greggs – In Store Merchandising Campaign

Brief:

To execute a nationwide programme of in shop evaluations for Greggs bakeries, on behalf of Gratterpalm, in order to provide feedback on the in store fittings and displays within all 1,383 Gregg’s outlets across the UK.

Campaign Description:

• Nationwide teams of fully trained field marketing staff executed a POS audit campaign within all Greggs’ outlets across the entire UK during the December and January.
• Field agents were recruited across selected regions and areas of UK, with each agent being responsible for visits within their specified region. The location of listed retailers were grouped (where possible) to allow agents to easily travel to those within their area without incurring extensive ongoing travel costs.
• The activity was based over 1,383 listed outlets with there being a visit to each of the selected outlets in mornings (08:00 – 12:00) or afternoons (14:00 – 17:30) to avoid the lunch time rush within the Greggs’ outlets.
• All field marketing staff and Link Communication campaign management team were fully trained on all of the campaign tasks. This campaign briefing was done remotely with each staff member by the Link Communication Campaign Management staff.

Results:

• The cut through was extremely high throughout the activity with all businesses targeted having the activity completed.
• Details of merchandising placed within each store was fully recorded and uploaded to client’s intranet site.
• Retailer feedback, opinions from sales staff and store managers, etc was included along with details of contents and photography of each store including, numbers of shelving, chiller units, counters and seating.
• Measurements and Photography of the shop frontage (Doors and Windows) were taken to allow for future tailored store specific POS to be designed.