Learn from your sales force to improve retail presence
Retail space is getting more and more congested with products. Generally, shoppers have limited time and it can be frustrating to sort through the thousands of products at retail locations. A company’s challenge is to stand out on busy shelves and to make the shopper’s decision-making process as painless as possible.
A client of ours, Lindt and Sprungli Canada understands the challenge of simplifying the shopper’s decision-making process. A great deal of thought is put into the effectiveness and impact of their retail presence. To this end, elegant packaging and eye-catching in-store displays are tactics that we work together on.
Lindt has developed an internal contest to ensure that packaging and displays are reaching their full potential. This contest fosters healthy competition within their sales force by encourageing them to develop the best seasonal display. The winner’s selection criteria include:
- Whether shoppers are inspired to approach and purchase.
- Prominence of Lindt branding
- Seasonal focus (Christmas, Easter, etc.)
- Creativity and use of all tools available to build displays
Sales reps have been keen to participate and the competition makes for newer and better displays every year. Lindt’s pro-active interaction with their sales force has, over 6 years, resulted in retail program improvements that they tell us, “definitely makes a difference”.