CPM

1200 Monthly Visits to Maximise Diageo In-store Brand Visibility

 

THE CHALLENGE

To maximise in-store visibility and raise brand awareness in leading national retail stores across Italy.

To reduce out of stock issues by completing timely transfer orders for Diageo’s leading brands: Baileys, Pampero, Smirnoff J&B, Zacapa, Lagavulin, Caol ila.

THE CPM SOLUTION

CPM Italy recruited and trained a team of 9 permanent Retail & Merchandising Specialists to cover the Italian market.

The team is split into different geographic regions covering 350 retail stores.

A minimum of 1-4 visits are carried out per month to each store to carry out in-store brand building activities:

•Merchandise & stock shelves
•Ensure promotional compliance and negotiate improved sales space in-store
•Confirm POS placement
•Complete transfer orders to avoid out of stock issues

RESULTS / ROI

  • Raised in-store profile which has driven increased product sales
  • Stock control to ensure product is consistently in stock and readily available in store
  • High quality standards employed to merchandise and  branding of  shelf space/promotional areas 

"Brand building activities maximise Diageo's in-store brand profile "

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