Data driven approach that drives Duracell’s in store execution
Our focus remains on core coverage, seasonality, promotions, and NPD activation, directing our efforts towards the right outlets and interventions to deliver the optimal ROI.
We led the transformation from
Merchandising to Data-Driven Excellence
The incumbent strategy was focused on a traditional merchandising model, where stock was pulled on fixture and gaps filled. This however provided limited visibility into performance metrics, inefficiencies in execution, identifying and targeting issues and opportunities, and a lack of focus on ROI. Recognising the need for change, we sought to revolutionise the instore approach to deliver enhanced value to our client.
The mindset evolution
using data & embedding focus on ROI
We went on a journey to evolve the mindset of the team, adopting a targeted and opportunity-focused approach, leveraging data insights to identify key areas for improvement and optimisation. We worked with the team, through a robust training programme, to evolve the strategy from a “blanket” approach to merchandising, to one that prioritises building and maintaining key relationships with retailers to foster collaboration and drive mutual success. The team focus on delivering both exceptional instore execution but also driving measurable and tangible profitability.
The calibre of the team was recognised with a “Brand Ambassador of the Year” FMBE Award. “They stood out with all of our judges. Truly a brand advocate for Duracell. Creating tools to help the team, sharing insights and learnings with her team and the client. Exceptional and commendable.”
Here’s what our client said:
It’s great to see how we can really use the Field Sales Solutions insight and in-store technology to enhance the team structure and direct the team further in showing them the actions that really make a difference and drive incremental sales. A first read of ROI on Profit (in a world where we previously have had no focus or understanding on driving profitable actions) is in my view a ground-breaking start point which other FMCG agencies could not provide! The future is exciting. I have been impressed with Field Sales Solutions and the value they continue to add.
Duracell