Objective:
The client was the market leader in mid-popular soap category and wanted to improve the sell-out trends at point of sale. Realizing the need to deploy better visual merchandising manpower and reporting processes, they partnered with Channelplay to become their merchandising execution arm for general trade outlets in selected markets.
Approach:
The challenge was to provide visual merchandising which will make the brand stand out from the clutter. Below were the factors to take care of:
- Training merchandisers to update and sensitize them on VM planogram – shelf dressing & window display layouts
- Efficient merchandiser mapping and PJP planning to optimize per day VM productivity
- Setting up reporting processes for PJP compliance, PoSM deployment, stock updates and planogram adherence
Outcome:
We helped the brand in ensuring best in class visual merchandising by:
- Covering 1000+ general trade outlets in a month
- Sourcing merchandisers conversant with FMCG business
- Training and operational management of merchandisers
- Mobile app and online portal configuration for automatized reporting
- Daily PoSM and stock reporting with geo-tagged photographs
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