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Field Marketing - recent case studies

Merchandising branded units

Background:

GfK NOP Field Marketing has worked in partnership with a major UK mobile phone/communications network since 2003. The relationship has been built on common goals and the ability to react quickly to new projects.

We currently work on projects covering independent mobile phone dealers’ store chains, to complete merchandising of branded units.

Research challenge & objectives:

1. To telephone & make an appointment with all independent mobile phone dealers who have a branded unit for our client’s mobile network in their store.
2. To undertake the placement of new POS to the satisfaction of the store manager
3. To take photographic evidence of the merchandised unit
4. To maintain store directory for POS orders/deliveries

Read our 'Merchandising branded units' case study>>

Merchandising audits

Background

In March, a new children’s toy was launched and a merchandising audit was required across 1 week in up to 100 high street stores to ensure the product was displayed in the correct location, with the correct product in the display.

GfK NOP Field Marketing were commissioned to merchandise the new point of sale in selected retail outlets, rectify any non-compliant stores and take photographic evidence of the new point of sale item in place.

Research challenge & objective

• To recruit trained merchandisers who are familiar with placement of display units in high street retailers.
• To manage and deliver the units to field merchandisers within short turn-around times.
• To phone each store directly and speak to the Entertainment Department manager/supervisor 1 hour before arrival. To inform them of the visit and estimated arrival time.
• On arrival at store, to show a copy of the letter of authorisation to the Entertainment Department manager/supervisor and explain the purpose of the visit.
• To install the Counter Display Unit (CDU), ensuring it was correctly sited as detailed within the brief. In addition, to acquire stock from the stock room and fill the CDU.
• To take a photograph of the unit in situ.

Read our 'Merchandising audit' case study>>

Optimising presence across EMEA

Background

GfK NOP Field Marketing has worked in partnership with a leading global smartphone manufacturer since January 2004. Our relationship is based upon true openness and transparency and has developed from the initial brief, which focused on educating retail store staff in a small number of the carrier’s stores in London. We have grown this account from a headcount of five to approaching 200 in July 2008.

The client was looking for an agency that would provide them with the key tenets of a partnership and be able to grow with them. Their focus was to demystify their brand’s perception and ensure that every mobile phone retailer across the market saw their portfolio as a cornerstone of their business.

Read our 'Optimising presence across EMEA' case study>>

Tactical versus Strategic

Background

GfK NOP Field marketing has been working with UK Communications Company for five years. The project started as a tactical point-of-sale check and developed into a more strategic role in which we provided full-time, dedicated field consultant support. Due to saturation within the product market, in 2007 the role was reverted back to tactical visits, to reduce fixed costs and allow for targeted activity.

This poses the question – which is better for my organisation – tactical or strategic? This case study examines a client who has used both methods.

Read our 'Tactical versus Strategic' case study>>

Visual Display checks

Background

On 1 October 2007, legislation in Great Britain was changed to raise the legal age at which one can purchase cigarettes from 16 to 18 years old.

A new "aged 18 years or over” sticker was designed and produced on behalf of a major UK supermarket, to be positioned in over 1900 outlets, on the day that the new legislation came in to effect. One sticker was sent to each store for placement, as instructed by head office, and the store audits of these new point-of-sale stickers needed to be completed between 1 - 10 October 2007.

Read our 'Visual display checks' case study>>

Working with Communications organisations - what can we offer?

Background