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In-Store Report: Point of Purchase Execution

This report highlights the focus categories, promotional calendar, value promotions, point-of-sale displays, private label products, and on-the-go snacking strategies implemented in-store.

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In-Store Report: Point of Purchase Execution

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  1. Point of Purchase Execution Report

  2. Point of Purchase Execution Ranging and merchandising | Category Management • Emphasis on Sorbet brand with new cosmetic lines • Prominent focus on beauty category at store entrance • Health Foods and Vitamin Supplement sub-categories are clearly marked and expanding with product innovation

  3. Point of Purchase Execution Focus Categories Categories that are growing receive prominence in terms of shelf space and signage: Beauty, Baby, Personal Care and Health Personal Care Beauty Supplements Baby Home Pharmacy Health Foods

  4. Point of Purchase Execution Creating a unique shopping experience | Annual Promotional Calendar “"We’ve become famous for the three-for-two [offer] and we didn’t do any more discounting than we had planned to do.” David Kneale , CEO Clicks Group • All national marketing development takes place at Clicks Head Office • Supplier promotions are agreed at Head Office, where promotional deals, distribution, advertising support, point-of-sale (POS) and other promotional details are discussed Note: This is not a complete list of every promotion, but of major campaigns through the year – biggest annual promotions highlighted in BLUE

  5. Point of Purchase Execution What’s Going on In-Store | Value Promotions Value promotions are always prominently displayed from store entrance to in various areas and on various merchandising elements in-store Value promotions at store entrance and at shelf Bulk displays highlight value promotions Popular 3 for 2 promotions highlighted on shelf Large scale aisle-end displays of value promotions

  6. Point of Purchase Execution What’s Going on In-Store | Point of Sale Category banners support store navigation and unique branding draws attention to private label and franchise brands Category demarcated shelves Branded shelf dividers create brand stand-out on shelf Attractive banners draw attention to growing categories

  7. Point of Purchase Execution What’s Going on In-Store | Private Label Private label, exclusive brands and franchise brands are featured prominently through promotional signage, value deals displayed in special display units, adjacent to products on shelf Promotional display for franchise brands Bulk merchandising of Clicks private brand products on floor Additional stock displayed in special bins within category Exclusivity to Clicks highlighted

  8. Point of Purchase Execution What’s Going on In-Store | On the go snacking “Make it a meal deal”: Convenience Food and Snacking Occasions: The popular “3 for 2 value promotion” and “mix and match” promotional mechanics are implemented to encourage consumers to purchase 3 convenience food items: a drink, a snack and a bar, with the lowest cost item free of charge. Highly visible signage is displayed on the drinks fridges and snack foods are cross merchandised at the fridges for ease of selection.

  9. Point of Purchase Execution Key Take-Out

  10. Andrea du Plessis | Associate Retail Analyst

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