6/10 shoppers visit the vitamins Aisle in Boots stores with the intent to purchase but leave without purchasing because there is too much choice. We were approached by Boots to deliver an effective sales solution. Our approach was to create a team of experts who would advise shoppers in store and drive sales in the vitamins category.
In order to help Boots increase the value of the overall vitamin category, CPM have deployed a team of active sellers (known in store as Vitamin Advisors). Focussed mainly in the vitamin area of the store, our team of Vitamin Advisors are tasked with the following:
Proactively approach customers
Use questioning guidelines to understand the customer need and recommend the appropriate product
Work with store staff and H/O to ensure on shelf availability is excellent
Raise awareness of the on going 3 for 2 promotion
In Central London, we created a team of 22 Vitamin advisors, working 30 hours per week, Wednesday to Saturday
The in store hours are bespoke to each store, maximising the busy periods
We provided colleague training to enhance the knowledge of the team, with each advisor completing an NVQ
The team is supported by a full time Territory Manager and Client Service Manager, who are responsible for in store coaching, driving advisor performance and sales while ensuring the strategic direction of the campaign is in line with expectation.
33,824 Customer interactions
93% of customers rate their experience in store as ‘Excellent’
98% suggest they are ‘Very Likely’ to go on to purchase after interacting with an advisor
Over 20,000 samples distributed directly to customers
We have ordered 7,728 SKU’s over 8 weeks via Head Office (with a monetary value of £38,408.16)