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Merchandising for “Nasha mama” in the chain of hypermarkets “Karusel”

20.04.2021

The goal of merchandising is to increase the external attractiveness of products for the customer. The basics of consumer psychology, the latest marketing trends, and the conclusions drawn from the analysis of how competitors work are used.

 

Today we will tell you about our project for the brand “Nasha mama”.

 

Goals and objectives

 

Our goal was to deliver and install the mounted shelves (additional sales locations) and display the products in the company’s retail outlets.

 

Period: August-October, 2018.

 

Geography: cities of the Central Federal District.

 

About the customer

 

Brand “Nasha mama” is a major Russian manufacturer of products for children, pregnant women and nursing mothers.

 

The company’s assortment includes: hypoallergenic cosmetics, hygiene products, clothing, baby cots, etc. In total, the company produces and sells more than 1,200 products.

 

In addition, “Nasha mama” has ample opportunities for the sale of safe cosmetics, as it owns its own production in the Moscow region. Thanks to this, the brand became successful in the market and gained wide recognition.

 

In 2018, the owners contacted our agency with the task of selecting and coordinating promotional staff for the installation of additional sales locations and product displays.

 

Implementation

 

We have been working on the project for 3 months. Our agency team was responsible for the following tasks:

 

Search and training of personnel

 

CLEVER marketing managers focused all their efforts on finding staff to send to work in stores. The matter was complicated by the fact that it was necessary to find performers for different cities of Russia at once. The geography of our work extended to the Moscow, Leningrad, Lipetsk regions, Tatarstan and other regions of Russia.

 

Nevertheless, our employees successfully coped with the task.

 

The next stage was the delivery and installation of shelves.

 

Shelf delivery and installation

 

Installing additional sales locations is a powerful merchandising tool. It helps to attract the attention of customers thanks to the competent design, which will distinguish the rack from other shelves in the store. As a rule, popular positions or products that are included in the promotional program are laid out on them.

 

It is extremely important to make sure that not only the shelf is externally attractive, but also the goods on it look so that people immediately want to buy them. That is why the third task of our employees was the display of products.

 

Product display

 

The placement of items on the shelves should not be chaotic, but follow certain rules. The price, appearance, purpose, and other properties are taken into account.

 

Proper placement is a great way to put products in the best light and raise sales.

 

Reporting

 

We conducted strict reporting, provided the client with a photo report on the results of our employees ‘ work at the points in time. To confirm the fact of work, the merchandisers took 3 types of photos: the address of the outlet, a photo of the shelf and a close-up of the rack.

 

We consider this project a success, so we are happy to share the results with you.

 

Results

 

We have completed the installation of the hanging shelves in full:

 
  1. 1. We found and trained the staff to work in the stores.
    2. Our employees visited 40+ outlets of “Nasha mama”.
    3. Competent display of products helped in attracting the attention of customers.
    4. Timely reporting is what increases the customer’s confidence in our agency.
 

Conclusion

 

CLEVER marketing has extensive experience in conducting promotional projects, ranging from the selection of promoters for the promotion and ending with the organization of large city events.

 

Leave a request on our website and achieve your goals in promoting your business!

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