Case Study

Leading chocolate brand engages hard-to-reach independent retailers

An international confectionary company challenged Valassis to help them maximise their reach across independents whilst remaining cost-effective.
>7k
Independent retailers contacted
10x
Increase in engagement in 6 months
Categories
  • Food and Beverage
  • Retailers
Challenge
This client works with Valassis to ensure their brands are highly visible and correctly displayed in independent retailers across the country, without needing a huge field sales team.
Strategy
Valassis provides easy-to-follow guidance to storekeepers to self-implement merchandising. We also provide a simple mechanic for them to prove shelf visibility. Our operators validate adherence remotely and reward successful implementations and follow-up on others.
Solution
We send targeted mailers (postcards) to retailers not covered by field sales agents. These mailers include available discounts, guidance on stocking, with a link back to a webpage. Storekeepers ‘take a shelfie’ of the product correctly displayed in store and upload this online to qualify for their reward.
Result
We have scaled this activity to independents nationwide following an initial pilot . Over 7k retailers have been engaged with compliance increasing 10x from the pilot. This has become a key part of the independent trade strategy.