Retailers like promotions to animate and boost their sales. So, any promotional plan is an asset when it comes to negotiate a product listing. Coupons, cashback, contest, gift, saving program, satisfied or money back, all will help your product to reach the shelf. A large national activation plan will convince most of the retailers to list your product.
Retailers also aim to differentiate from each other. So, exclusive offers can be persuasive. You can have several contests at the same time, each exclusive to one retailer. Or having a contest with one retailer and the shipment of a gift with another one.
Stimulate product placement in store ?
Once your product is listed, you have to convince each store to take quantities. For integrated stores, this is mainly negotiated at national level. But for franchisees, you have to convince every single store owner. A promotion aimed at them is an efficient way of helping this process. Once the quantities are in the store, you can trust the shop managers to put them in good place so that they will be sold.
We can set up :
A contest dedicated to the store/shelf managers. Each time they order a quantity, they get a unique code to participate in the contest and they increase their chance of winning.
A saving programme
With each order, they get points and when they have enough points, they can choose their gift in a web store. This works in the long run. Targeting the retailer can sometimes be more cost efficient than targeting the consumer. Ideally, it is best to do both at the same time, of course, combining a ‘push’ approach with the retailers and a ‘pull’ approach with the consumers.
Cross channel fertilisation (from OOH to store)
If you face the issue of having your consumers buying your product Out Of Home (in the Horeca for example) but not in stores, we can set up a contest or a game that will be advertised in the places the products are consumed. So we will collect consumers’ opt-ins and be able to send e-coupons to encourage them to buy your products in stores.
Cross selling / Cross branding
An in-pack paper coupon
An in-pack paper coupon is an easy way to let your consumers discover another product from your range or from another brand. This promotion is only available for people who buy the product.
Any consumer registered during a promotional activity with an opt-in can be sent for another product or another brand. A sampling campaign can also be conducted on that basis. Cashback and satisfied or money back can also be promoted to this consumer base.