Optimizing revenue opportunities through point-of-sale marketing for a multi-billion-dollar supermarket company.

Results

  • cost saving
  • Increased brand compliance
  • Increased efficiency

Story

The nation’s largest traditional grocer needed to drive revenue through point-of-sale marketing for more than 2,800 locations under 24 banners in 35 states. They wanted to create multiple individualized point-of-sale marketing materials to engage targeted customers across various brands in local and regional markets.

  • Challenges

    The client needed to implement a successful point-of-sale marketing strategy while ensuring the right message reached the right consumer at a local, regional and national level. In addition to required improved messaging, the company also needed to save marketing dollars. With no system in place to regulate marketing campaigns, monitor assets or track spend, their cost was high and compliance was low. The client’s marketing production was decentralized with no standardized process for creative or print sourcing in place.

  • Solution

    We carried out a deep assessment of the client’s processes and identified three key solutions to improve overall marketing effectiveness. First, we built a shopper program which allowed stores to be more responsive to local market trends and made it easier to reach target consumers. Second, we created a centralized print management and sourcing program. With this program in place, we redesigned the client’s project management and procurement systems to drive marketing efficiencies throughout the entire organization at a local and regional level. Finally, we implemented a creative production program. The program includes a dedicated account team, re-engineered creative and sourcing processes. Our solution also provides the client with added expertise in adaptation and versioning of base creative designs to meet the various signage requirements across the brand.

It is the quality of work. When we hand the work off to (Tag), it gets done well and there is a quality that we depend on.