Our Work
Cantrell & Cochrane
Procter & Gamble: Store Audit
O2
Procter & Gamble: Pringles
Pringles potato crisps are known worldwide, from the USA to the Ukraine. With constant marketing, the catchphrase of 'Once you pop, you just can't stop' is heard on television on a regular basis. By maximising the brand awareness, through various retail avenues, Pringles remains the No.1 snack in the market.
As with all leading brands, the requirement of product specific stands and displays is essential. Procter & Gamble requested Lites Group to provide Pringles Brand Ambassadors to service 155 stores in the ROI, selling-in seasonal stands and promotions, to maximise in-store presence in the run-up to Christmas.
With the provision of store lists, each Brand Ambassador was required to sell-in the Pringles stand and take a stock transfer order. With authorisation from each Store Manager/Owner, the Brand Ambassador presented the benefits of the stand and the profit margins of the promotional pack being sold-in. Although several stores were restricted on floor space, the Brand Ambassadors were able to overcome the objections and ensure that 91 stores were provided with stands, with seven stores requesting two displays.
At the end of each day the Brand Ambassador processed the stock transfer orders, designed by Lites Group, to the respective central warehouses for delivery and invoicing. In addition, a date of 2-weeks later was given for a return visit by the Brand Ambassador to deliver, build and merchandise the promotional stand.
Procter & Gamble increased their consumer awareness and stock orders in the lead-up to the busiest time of the year. The stores that hosted the stands were happy to receive a return visit and expressed positive reactions to the stands.
Procter & Gamble were extremely happy with the successful sell-in rate, so much so that a second activity was carried out for St. Patrick's Day.
