The Brief
Trial a range of Scottish & Newcastle products in the top 4 supermarkets over the summer trading period.
Key objectives for the activity included driving repeat purchase & sales & changing consumer habits in drinking purchases.
Delivery
This was a huge campaign. With over 1,700 store days & 40 members of staff working nationwide over a long period of time, a key driver for success was how we managed and motivated our team.
Communication is King. We created a variety of ways to keep our staff at the centre of things, creating a sense of community in a large, geographically disparate team. Weekly newsletters included topline field results from the previous week’s activity. Outstanding mystery shopping performances & top tips from our internal training team. We rewarded excellence with newsletter fame & these naturally competitive individuals thrived on it.
With a campaign of this scale the management skills & empowerment of Team Leaders was also key to delivering great results across the Country. With these individuals taking on responsiblity for team performance management and training as well as operational issues, we continually scored highly in independent mystery shopping reports. Feedback from the supermarkets themselves was also excellent, Grocery Managers complimented our staff on their professionality, building a strong relationships for future activity.
Results
Average sales uplift across the Scottish & Newcastle product range while activity was live in-store 428% (Asda store group reaching 624% uplift)
