Do you want to further sales in your business? In that case, reviewing your point of sale work is not a bad move. Several studies show that consumers make most of their decisions in the store. But how do you create the best POS campaign that gets the consumer to buy that little extra? At Kailow, POS campaigns are not just a standard product: Because we believe that a good POS campaign is not an assembly line product, but a campaign which is strategically targeted to each store. That particular consideration was central to the work with the Sportmaster chain, which consists of around 90 stores with different needs, target groups and physical environments.
Changes in corporate structure
When Sportmaster contacted Kailow, they faced a challenge. The company, which previously consisted of several small, independent stores, was bought by a private equity fund, which had a desire for a more structured and streamlined communication, also as regards their POS marketing. Therefore, Sportmaster wanted to strengthen their marketing internally, in order to create a sales boost in the various departments. This while maintaining their strong corporate identity.
A more targeted marketing effort
In order to create a structured, strategic and targeted communication, working operationally is important. In this case, the task was to familiarise ourselves completely with almost 100 Sportmaster stores, right down to the last millimetre of every store. This meant that we went out to measure every Sportmaster store and all the chain’s windows. Furthermore, we created photographic documentation of each store, which had obvious, strategic advantages. First, it gave us a helicopter perspective on Sportmaster’s general marketing. But it also meant that we could target POS campaigns to the individual stores’ needs. In this way, and for the same investment, Sportmaster was able to get a better, more focused and robust marketing. At the same time, it meant an added flexibility which allowed the chain to crank up the marketing effort even more for selected stores, and work better with local ad hoc campaigns than before. Our measurements and general knowledge of the shops, in conjunction with Kailow’s special opportunities as a cross-media agency, made it possible to act agilely and create a POS campaign with a few days’ notice. When the shops received their customised POS campaign packages, each package contained a visual merchandising guideline which described the setup in complete detail. This guaranteed there was no flaws in the setup work, and motivated employees to work with POS in their sales efforts. Altogether, we created a strategic marketing at no extra cost to Sportmaster.
Integrated marketing communication and growth for the chain
Sportmaster is a chain in growth. Earlier this year, their sales figures showed that the chain has had operating profits of DKK 74 million. In part, this can be attributed to their way of working with an integrated cross-media marketing communication where today, the chain hits customers in a more strategic way.