Case Studies

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  Microsoft's Windows 7 Launch

  Scenario

  • The launch of the new Windows 7 operating system replacing current Vista products on shelves.
  • The global launch for this software is tipped to be the biggest in 4 years since the launch of Vista in 2005.
  • Windows 7 was designed based on customer feedback; it aims to make PC use simple and easier.

  Action

  • Over the past year, Microsoft AU and participating agencies including Powerforce have been planning and developing a visual merchandising plan to roll out the much awaited Windows 7 operating system.
  • Powerforce assisted by conducting thorough in-store audits on shelving and display dimensions for point of sale requirements. The field team were also called on to provide valuable feedback on proposed point of sale pieces for Windows 7. These were then designed and produced to cater for each retailer.
  • In the lead up to the Windows 7 launch, our dedicated Sales and Field merchandising team were working around the clock to train their key stores on Windows 7.
  • Face to face training and in-store demonstrations took place to ensure all retail sales people were equipped with the knowledge of selling Windows 7 products and features to their customers.

  Result

  • Our team were able to negotiate and place all pos in store, covering over 353 stores across Australia and New Zealand.
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  Coles - Store Renewal Program

  Coles Balgowlah NSW - Stores Renewal Program

  Project Overview

  • Coles Balgowlah in Sydney was selected as a pilot for Coles “Stores renewal program”
  • Relayforce were chosen as the Partner of choice to fully complete project
  • This is the 1st Store in Sydney as part of the new concept store
  • All layouts to be completed in 4 weeks
  • Relay force team selected to commence layouts in store 18/5/09
  • 12 team members from Relay force available to complete project
  • Team leader appointed to manage project aligned to brief
  • All layouts implemented as per schedule

  

  Achievements

  • Relayforce appointed Team leader to manage the team and complete layouts to planogram
  • Scheduled work completed efficiently as per challenge set by Coles
  • Relayforce provided on the job training for store team members
  • Excellent feedback provided form store/senior management
  • Relayforce able to complete all layouts within 12 days /ahead in schedule by 16 days
  • Summarised feedback provided to Coles National office for future projects
  • Asset inventory captured by department as part of the project to include in future data base
  • Relayforce team were utilised to change over all tickets on shelf as part of new Marketing strategy

  

  Why Relayforce

  • Experienced team members able to implement layouts efficiently
  • 1500 Team members throughout Australia to conduct layout implementation in all areas
  • All team members have extensive retail experience
  • All resource requirements are fulfilled as per project requirements
  • Team members available on request for all projects nationally for any leading retailer

  
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  Cascade Non Alcholic Beverages

  The Bailey Group and Fosters non-alcoholic division have partnered to increase sales by providing retail account management, field merchandising and in-store demonstrations in Grocery, Petrol and Convenience Sites. The Bailey Group have had instance success.

  Introduction

  • The Bailey Group and Fosters non-alcoholic division joined forces in November 2008
  • The appointment was as a result of Fosters wanting to concentrate on their core alcoholic division yet still drive results and volume (Beer/Wine)
  • The Bailey Group was an obvious partner of choice as we have a proven track record with managing and growing Brands in Australia
  • The Bailey Group is responsible for all Retail Account in non alcholic beverages
  • Cascade’s strongest trading state is Tasmania. Major sales growth opportunity exist in all other states nationally

  Objectives

  • Gain distribution in all retail accounts nationally
  • Gain distribution into all Petrol and Convenience outlets nationally
  • Re-work the current distributors offering incentives for distribution gap filling
  • Develop a national demonstration programme for all major retail outlets
  • Develop a national marketing programme
  • Conduct a national road show to present the brand to 1300 merchandisers nationally

  

  Immediate success

  • 2 major Apple Isle promotions in 2 months in 2 major retailers have NETTED sales of over 550,000 unit
  • 3 Petrol and Convenience chains now have a range of Cascade Traditionals
  • 1 major food retailer has accepted 7 SKU’s nationally
  • A nationally demonstration programme is rolling out in 2 major food retailers
  • National road show completed, All merchandisers nationally have been briefed on the brand

  Post

  • With the assistance of the Powerforce merchandisers a number of off-location displays were secured.
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  Vodafone Red Squad

  The Vodafone Red squad are a dedicated team of brand ambassadors acting as both a tactical and promotional team handling everything from stock replenishment and display merchandising to product promotions and demonstrations.

  Introduction

  • The team have recently set new benchmarks with their level of engagement with the Target management team working with area managers to secure and implement a number of massive handset displays (the scale of which has only previously been applied to blockbuster movie releases like Shrek and Spider Man), and have now set a new standard in Telecommunications retail merchandising.
    
    Displays were constructed within the home entertainment area which maximised visibility during the peak Dec-Jan trading period. This strategy assisted in generating record sales, increasing revenue over a three week period by over 270%, in key retail sites. Red Squad take a synergistic approach to field marketing by building strategic relationships with store staff, constructing promotional displays as well as face to face sales and retail promotions that focus on promoting Vodafone as the Telco of choice nationally
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  The Good Guys

  The Good Guys required experienced merchandisers to assist their Visual Merchandise team with their new store roll out, and refurbishments.

  Project Overview

  • All layouts to be completed in a 1 week timeframe
  • Relay force team selected to commence layouts in August 2008
  • 4-5 merchandisers required per site for the week
  • Regional and Metro stores to be covered
  • Orientation provided by The Good Guys to ensure full Visual Presentation compliance
  • All layouts implemented as per schedule
  • Easily Identifiable

  Previous

  • Relayforce appointed Team leaders to manage different sites across the States
  • Scheduled work completed efficiently on time and on budget
  • Relayforce Team Leaders utilised local merchandisers and trained in the standards required by The Good Guys
  • Excellent feedback provided form store/senior management
  • Summarised feedback provided to The Good Guys for future projects
  • Relayforce and The Good Guys now partners in Visual Merchandising
  • Relayforce to attend The Good Guys Forum in 2009 as guest presenters
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  “Speed”- Coles - Store Data Stripping Conversion

  Coles Eastlands Victoria required data strip placement throughout entire store.

  Project Overview

  • Coles Eastlands Victoria required data strip placement throughout entire store
  • Speed to complete project in the specified timeframe
  • Total conversion completed within 2 days
  • 17 team members appointed to place data strip in 707 modules
  • All data stripping placed on each fixture as per scope
  • Experienced team members providing service during trading hours

  Achievements

  • Data stripping work completed efficiently as per brief within 2 days
  • All team members multi skilled to perform various requests by retailers
  • Excellent feedback provided from store/senior management
  • The Bailey Group capability to fullfill all shift requirements over 2 days
  • Speed to complete task without impacting on customer shopping experience
  • No disruption to team operating daily routines
  • Summarised feedback provided to Coles National office as part of trial process

  
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  Retail Facts

  Retail Facts, the data collection arm of the Bailey Group, successfully tendered and implemented the largest grocery price collection program in Australia.

  Scenario

  • Retail Facts were given 6 weeks to design, develop and implement an effective data collection program
  • The program consisted of price collection in 600 stores nationally over two days.
  • The two day program returned 300,00 price points via our PDA GPRS network.

  Solution

  • Retail Facts conducted a targeted pilot program to test database management systems and identify further training requirements./li>
  • Over 400 employees completed a training program specifically designed for the program allowing analysis for further training identification.
  • Retail Facts utilised validation processes at the point of entry, via PDA, and further developed validation methodology to ensure accuracy of data.
  • Retail Facts increases its management and supervisory support in addition to IT helpdesk capability over the two days.

  Outcome

  • On a monthly basis Retail Facts continues to collect data in over 550 stores nationally
  • Through further refined validation and collection methods Retail Facts ensures timely and accurate data is collected and reported
  • Continual performance analysis ensures monthly program is completed in an effective and efficient manor.
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  BlackBerry

  Together with The Bailey Group we have worked to promote their appearance, applications and extend the knowledge of the retail sales associates to help the consumer realise the potential and productivity of the BlackBerry device.

  Scenario

  • BlackBerry offer not only the best in cutting edge technology but a reliable and durable product
  • This Innovative product delivers a superior mobile handset experience, with advanced mobile features including personal and business email, Internet access, GPS along with all the applications of your everyday mobile device.

  Goals

  • Generate Demand through Education- Create consumer demand through detailed training for retail sales associates along with an integrated mix of marketing activities to be coordinated and executed on a large scale./li>
  • Facilitate Brand Loyalty- Capturing mindshare among dealers by ensuring they have the right tools and materials to provided insight and knowledge to educate both their retail staff and consumers.

  Solution

  • To deliver on BlackBerry’s goals, The Bailey Group developed a training and marketing campaign targeting key dealers and areas across Australia./li>
  • Dealer Education- To facilitate brand loyalty, The Bailey Group deployed a dedicated sales team to train key retail dealers, offering support and breaking down the ‘knowledge gap’ that had developed in a crowded and competitive market segment.
  • Brand Marketing- Providing dealers with up to date information and merchandise on all ranged BlackBerry products and consumer deals.
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  Coles Dairy Refit

  The RelayForce team managed and implemented a three store refit for the dairy section of Coles Supermarkets. RelayForce put together teams of up to 17 staff per store to work in allocated time-slots suiting store management.

  Overview

  • Three Store Trial
  • Week Commencing 14th & 21st January
  • Teams of up to 17 people per store
  • 5pm start
  • Non Load Days
  • Full accreditation in Coles Stores
  • Easily Identifiable

  Previous

  • Stores Notified Well in Advance via email and phone
  • Store Visits prior
  • New Section flows created
  • Developed a plan of action by store
  • Black Lines Cleaned Previously

  

  During

  • Team Breifing
  • OH&S
  • Store Layout
  • Team structure etc
  • Broke into smaller teams of 2-6
  • Only two categories off show at a time
  • Cleaned Shelves
  • Stock Rotation
  • Adjusted Shelves
  • Code Checks

  Post

  • Deployed two people per store from 6am to:
    • Replace missing/ old/ sizing tickets
    • Put up unavailables
    • Check over planograms
  • Summary by Store given to National Office
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  Vodafone

  Vodafone’s partnership with The Bailey Group/Powerforce was initiated to establish clear, defined market presence for the $2 SIM cards and recharge system and to ensure that it’s products will ‘stand out’ in a competitive retail environment.

  Scenario

  • Vodafone need to react immediately to sales and consumer promotions carried out by market leaders Telstra and Optus.
  • As part of Vodafone’s ambition to capture its share of the Australian market, they wanted to educate and train retail store employees on the benefit’s and rewards of Vodafone products.

  Solution

  • Provision of over 230 syndicated merchandisers working to a monthly call cycle, coupled with a full time contingent of specialist brand ambassadors focusing on core and key metropolitan areas.
  • Red Squad program implemented to provide a dedicated full time Vodafone merchandiser team - increased store presence with expert product and brand knowledge to explain the features and benefits of Vodafone products to retail staff.
  • Continuous provision of merchandiser training and development via in store and in house training courses
  • · Utilisation of the dedicated Vodafone management team to continually improve and train the merchandising team
  • Brand advocates complete a detailed report on in store activities, which details intelligence on competitor movement within the category and supplies recommendations based on the findings

  Results

  • Annually Powerforce complete in excess of 130,000 calls to across 6,000 key retail stores. This ensures the Vodafone brand and appropriate brand offer is always relevant and top of mind for consumers.
  • Key retails stores staff members are continuously educated, motivated and consequently positively motivated towards supporting the Vodafone offers.
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  Mars Extortion Threat

  PowerForce was contacted to take immediate action to remove all Mars and Snickers bars from the shelves throughout NSW during a an extortion threat. The PowerForce team covered 8000+ sites, twice, over a three week period.

  Scenario

  • Extortion attempt communicated to Mars on Friday afternoon regarding possible poisoning of Mars and Snickers bars in NSW
  • Mars contacts Powerforce on Friday 01/07/05 5pm with a heads up but no action to be taken as yet.
  • Mars contacts Powerforce on Saturday 02/07/05 morning and asked to take immediate action.
  • Powerforce management team gathered, planning, action and communication strategies created and implemented.
  • Saturday midday Powerforce merchandisers commence calling on stores in NSW to remove product from show.

  Outcome

  • Covered 8000+ sites twice in two to three weeks – once for inital removal from show, second time for stock credit and removal from store and destruction process.
  • Covered every site and some in QLD that could possibly sell a Mars or Snickers bar
  • Had no reported cases of missed stock
  • Was able to support a long term customer in a time of need
  • Process assisted Mars in maintaining consumer confidence in their company and products with swift action
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  Coca Cola Christmas Blitz 2007

  RelayForce deployed over 160 merchandisers throughout Victoria and NSW, visiting over 4600 stores filling cartons into fridges and displays, resulting in out of Stocks reduction of 63.5%.

  Victoria

  • Deployed over 65 Merchandisers across Vic Metro and Regional
  • Filled in excess of 34,000 ctns into stores
  • Daily Report provided - detailing Cartons filled into Shelf, Fridges and Displays. Captured OOS on Entry and Exit
  • Out of Stocks reduced by 63.5% upon completion of store visits
  • Report reflected changes made by CCA District Sales Managers to maximise their labour spend
  • A total in excess of 1600 store visits

  New South Wales

  • Deployed over 95 Merchandisers across NSW Metro and Regional
  • Filled in excess of 5000 ctns per day into stores
  • Daily Report provided detailing Cartons filled into Shelf, Fridges and Displays. Captured OOS in Fridges and Shelves on exit
  • Maintained a live Schedule to reflect changes made by CCA District Sales Managers to maximise their labour spend
  • A total of 105,000 cartons were filled utilising over 5,000 Hours
  • Provided additional labour for the Tamworth Country Music Festival
  • A total in excess of 3000 Sites visited over a 6 week period
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