The in-store marketing approach for the Canadian food retailer was one that was regionalized across the country, which caused inefficiencies and inconsistencies in marketing execution. For their grocery stores within a single region in Canada, they ran their own sign & print operations, which included manufacturing and delivering all signage needs; from store décor, down to shelf edge pricing signage. In addition, the process from marketing campaign conception to in-store execution was not streamlined, which added unnecessary costs and time-to-market.
The relationship formally began in 2011, with the transformation of the client’s regional printing operations into a fully digital print facility. From print and finishing technology improvements to new colour management and quality measures, the facility became the centralized hub for low-to-mid volume print requirements. Next, came the management of all national commercial print (excluding flyers), the majority of which initiated from the client’s marketing teams.
Managing hundreds of in-store programs and multiple store openings every year, we have successfully streamlined the national grocer’s marketing execution activities nationally. We now manage every single sign required to open a store or launch a campaign, form permanent décor to weekly pricing signage. This allows the food retailer’s marketers to focus on what they do best, marketing strategy to enable store sales. Rather than dealing with over 200 suppliers, the grocery chain now has one point of contact for marketing execution: our team of Advisors.