It can be tricky getting a snapshot of how a brand is being seen and promoted on the shelves of all the independent convenience stores. But not if you simply incentivise the stores to be self-compliant and tag onto a popular fun trend – like selfies.
Shortlisted for a prestigious BE Connected Award, the ‘What’s In Store’ initiative from Instore offers rewards for independent stores in return for simply answering a couple of questions and taking snaps of displayed brands. Meanwhile it allows brands and suppliers to instantly ascertain how their products are being displayed on the shelf.
What’s In store is revolutionising self-compliance – just one of the specialities of Instore. As part of the newspaper and magazine wholesaler Smith News, it also works with retailers, suppliers and publishers in the area of Field Marketing and Supply Chain Auditing.
To brand promote this ingenious low cost, easy to use online reporting solution, Instore teamed up with retail marketing experts HRG for rebranding and website design.
The main message communicated is that for every survey they complete and snapshot (or shelfie as it is called of an in-store product) stores can earn £1. To headline interest in the initiative that surveys everything from magazines to biscuits and crisps, Instore created a suitably snappy slogan: ‘snap up the cash with every shelfie’. Meanwhile HRG designed engaging graphics featuring an eye-catching camera shutter.
Customer involvement at every stage
Ongoing independent store surveys provide the most effective route to gauging the challenges they face and what matters most to them. And because the responses come straight from their mouths, the results can clearly be trusted.
It’s a win-win for all. The surveys offer brands or suppliers a view through the lens into this hard to access fragmented sector. Meanwhile the 2000 independent stores signed up are generating extra cash on a weekly basis.
Shortlisted for awards
What’s In Store has been shortlisted at the FM BE Connected awards and is part of a wider submission with Smith News, to support sales growth and revenue of independent retailers. Due to be announced in January 2018, the FM BE Awards shortlist up to six finalists per category who each get to show off their entry at a live event series and discuss it with a live audience and a senior panel of industry judges before a final decision is declared.
Branding it better
HRG were engaged to help Instore rebrand its entire business. After establishing its essence and USPs, its creative team designed its range of retailer and supplier leaflets for the new What’s In Store service as well as the corporate website.
Instore has big plans for the future, focusing on creating more unique technological services and driving supply chain auditing opportunities that the other big five field marketing companies don’t currently provide. In all, for Instore, adapting positively to change is providing greater visibility – not just from its clients but also from its own competitive presence. Click here to find out more.