Henkel UK avoided a sticky situation on the run up to Christmas 2010 by deploying Ambience Field Marketing Ltd to manage a team responsible for the availability of Henkel’s leading brand, Sellotape, in Asda & Tesco stores throughout the UK.
Within the grocery FMCG sector, product availability and compliance to agreement are fundamental requirements for driving sales and growing market share. Product listings, display formatting and promotional support are negotiated and agreed at central office level but at store level, the situation can often be very different. Managers and proprietors are bombarded daily with a varying range of priorities and although guidance from the central office is communicated, it can be inconsistent and is therefore not always actioned or adhered to at a local level.
In the crucial weeks leading up to Christmas, every manufacturer instore is looking to maximise their share of space and availability. Through the deployment of approximately 110 highly motivated and appropriately skilled Brand Ambassadors, Ambience achieved instore, over 91% stock and shelf edge label availability. Ambience Brand Ambassadors worked tirelessly to ensure all free standing display units were positioned well, near the checkouts, and in the special ‘Seasonal Areas’ of the store.
The team at Henkel were delighted with the approach and delivery provided by Ambience. The Channel Manager at Henkel remarked: ‘What impressed us about Ambience, was they really took the time to understand our needs. The complete service Ambience delivered, from merchandising to feedback reports, was all of a very high standard. We look forward to working with Ambience again in the future’
Ambience Field Marketing are based in Amersham, in Buckinghamshire and can be contacted on 01494 727155 or e-mail us at firstname.lastname@example.org