Point of Sale Development for WOLF-Garten

Project: Merchandising development
WOLF-Garten needed to increase sales at the critical point of purchase in their garden centres. They acknowledged that their existing merchandising principles and Point of Sale were inconsistent and that the messaging did not aid consumer decision-making.

Button’s role: Marketing strategy, collateral development and project management
We conducted a review and identified areas for improvement. For the merchandising in general, we managed a six-month programme across 200 outlets to ensure that they were ready for the new season, with an easy flow to the products, correct categorisation, efficient stock management and appropriate POS elements. We developed stand-alone merchandising units to strongly showcase new and hero products. The benefit of these units was that they could be sited away from the main fixture in secondary high-profile locations and could carry targeted messages such as special offer pricing and product details. For the Point of Sale collateral, we conducted an audit to review and assess the effectiveness of each element, and created a system of on-pack and on-shelf POS cards that highlighted the deals and key information. We also improved the clarity of category signage and explained product benefits, to assist customers in making their purchases. To ensure efficient rollout, we coordinated a team of designers and merchandisers, including implementation into the outlets.

Benefits
The result was a 35% increase in year-on-year sales.

We can coordinate and control national rollouts