BOSCH
The challenge: BOSCH markets its power tools for the “Home and Garden” in hardware and electronics stores. The products are visually highlighted and presented in individual displays. BOSCH was looking for an outstanding strategy and the best possible staffing support at POS in order to present the products in the optimal way and to market new, innovative tools.
The solution: To take stock of all BOSCH point of sale displays, regularly trained merchandisers are deployed to assess the market presence of BOSCH products. The specialist personnel documents the location as well as the condition of the displays. Using checklists, the presentation of the products is checked in detail for completeness, wear and cleanliness.
New product lines such as the YOUseries are demonstrated nationwide by selected sales promoters in hardware and electrical stores. Our advisors are specifically trained with regard to the customers and the products. In the stores, at the point of sale, customers are approached and encouraged to try out and use the tools in different showcases. Our specialist staff offer additional incentives through raffles with small and large prizes. Overall, the introduction of new products and product lines receives more attention, which subsequently increases sales.
Key data
- Customer: Robert Bosch GmbH
- Projects: Merchandising & Sales Promotion
- Retailers: Hardware and electronics stores
- Country: Germany
- Time period: since 2019
Strategy
- Selection, coordination and quality control of specialist personnel
- Review of the suitable hardware and electronics stores
- Nationwide personal training of staff and additional briefings
- Merchandise: stock taking with the aid of checklists and myImages photo documentation
- Sales promotion: product demonstration, added value communication, specialist advice, sales
- Mystery shopping campaigns
- Interim and final presentations of the documentation results from data from myMissions, mySurveyAnalyzer and myImages
Outcomes
- Significant increase in sales and turnover in stores
- More attention for the launch of new product lines
- Target group-specific presentation of new products
- Optimisation of product presentation
- Improvement of the brand image among consumers and store employees
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