It’s no doubt going to be a Christmas with a difference this year – but one thing that won’t change is the festive TV schedule, which will be as packed and popular as ever.
Indeed, publishers and retailers are already working with Instore to provide field marketing solutions in preparation for the seasonal boost in sales of the two-week Christmas TV listing guides, a publication that some would say is essential for Christmas planning!
‘It’s the biggest sales event of the year for these titles,’ said Mike Frost, Managing Director of Instore. ‘And with all that’s happened in recent months, we’re expecting even greater demand as families hunker down for a stay-at-home Christmas.’
Instore has been involved in promoting the seasonal editions for more than ten years, working with Sainsbury’s to install point of sales material and free-standing display units in ideal store locations across all of their supermarkets and convenience stores.
Christmas TV listings have huge sales over a short period of time – and with volumes so high, special display units are needed to cope with demand and give customers a choice of a complete range of publications. Over two days our field merchandisers will visit almost 600 superstores and over 800 smaller locations working flat out to ensure everything is ready for the arrival of the magazines.
‘The planning alone takes weeks,’ explains Mike, ‘but we love rising to the challenge. As well as store visits we have a central help desk, and a sales dashboard so we can track progress and address any supply issues – we even take photographs of every installation to make sure the quality of delivery is as expected.’
We ensure we have the resource to hand, to resolve any supply issues as soon as possible, as the sales period is so short, we want to make sure our clients have maximum sales uptime during this period. Our sales dashboard monitors the progress of the sales campaign to give the client real-time data to monitor performance.
Instore is proud to once again be the chosen field marketing partner in one of the year’s biggest sales events. Our teams play a crucial role, working across the supply chain and year after year the results – and our service – speaks for itself. This year is going to be especially challenging but also extra satisfying, making it a Christmas to remember in more ways than one.