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Europe-wide merchandising


The challenge: OSRAM presented its Lighting business unit under the name LEDVANCE from mid-2016. For the Europe-wide roll-out of its new generation of demo towers under the name LEDVANCE, the supplier needed an efficient solution for the area-wide replacement of the old OSRAM demo units with the new models. The concept for the multi-stage campaign included not only the erection of the new demo towers but also the complete dismantling and disposal of the old units.

The solution: The Europe-wide campaign was realized in three tours by the merchandising teams. In the course of the first tour, the old demo towers were first replaced by the current models of LEDVANCE in selected electrical stores and then disposed of. The second and third tours involved the installation of the new demo towers at various electrical supply stores nationwide. For the execution of the Europe-wide tours, the complete recruiting of qualified merchandisers was taken over for OSRAM. To ensure the smooth running and efficient implementation of the campaign, the entire route planning was prepared according to precise specifications for OSRAM, the merchandisers were prepared for their assignments in the course of various training courses, and responsibility was taken for other measures.


Key figures

  • Customer: OSRAM Licht AG
  • Projects: LEDVANCE Merchandising Campaign 2016
  • Trading houses: over 300 trading houses throughout Europe
  • Countries: Germany, Austria, Netherlands, Belgium, France (incl. overseas departments), Spain, Estonia, Latvia, Lithuania, Finland
  • Period: 2016


  • Planning, management and follow-up of the campaign with European agency network partners
  • Implementation of quality controls via myImages
  • Flexible deployment management in the event of delivery date changes or special requests from individual locations
  • Capture surveys and visit records with mySurvey Analyzer
  • Creation of multilingual training documents including assembly and disassembly instructions


  • Standardization of OSRAM’s brand presence in the lighting sector at over 300 locations across Europe
  • Creation of brand awareness for the LEDVANCE brand
  • Optimization of the illuminant presentation at the demo units
  • Significant increase in satisfaction among trading partners

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