CPM

In-store Sales Activity for Finish Dishwasher Tablets, Reckitt Benckiser - CPM UK

 

THE CHALLENGE

CPM's field marketing team were tasked with driving sales of the promotional pack of Finish dishwasher tablets, while highlighting the benefits of using a dishwasher. Shoppers were encouraged to enter the ‘Text to Win a Dishwasher in this Store’ competition.

  • Actively sell the product and achieve uplift in these stores against a control measure
  • Encourage shoppers to enter the ‘Text to Win a Dishwasher in this Store’ competition
  • Highlight the benefits of using a dishwasher.

THE CPM SOLUTION

We applied a two-way approach: for Super-centres, an in-store team was sited next to a shipper in the store foyer, to engage with shoppers as they entered the store. All other stores used a product sampling stand located at the product aisle.

  • Colleagues firstly established if shoppers had dishwasher.  For those who didn't, colleagues highlighted the benefits of owning a dishwasher, opening up the opportunity to encourage shoppers to try and win one via the competition. 
  • The 'Text-to-win' mechanic was explained.
  • Colleagues sold the product benefits and highlighted the promotional offer.
In-store sales

RESULTS / ROI

The activity produced a 97% uplift in sales vs. control stores.

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