Case Study

Europe-wide Merchandising


The challenge:  Starting from mid-2016, OSRAM launched its lighting business segment under the name, LEDVANCE. For the Europe-wide roll-out of its new generation of demo towers, under the name LEDVANCE, the supplier required an efficient solution for the extensive replacement of the old OSRAM demo units with the new models. The concept for the multi-stage campaign included the construction of new demo towers as well as the complete dismantling and disposal of the old units.

The solution: the Europe-wide campaign was achieved in three tours by the merchandising teams. In the course of the first tour, the old demo towers were first replaced with the current LEDVANCE models in selected specialist electronics retailers and subsequently disposed of. In the second and third tours, the construction of the new demo towers took place in various specialist electronics retailers nationwide. For the implementation of the Europe-wide tours, the complete recruitment of qualified merchandisers for OSRAM was taken on. For the smooth running and efficient implementation of the campaign, the entire route planning was created for OSRAM according to precise specifications, which prepared merchandisers for their assignments as part of various training programs as well as accounting for further measures.


Key data

  • Customer: OSRAM Licht AG
  • Projects: LEDVANCE Merchandising Campaign 2016
  • Trading houses: over 300 retailers Europe-wide
  • Countries: Germany, Austria, Holland, Belgium, France (including French Overseas Territories), Spain, Estonia, Latvia, Lithuania, Finland
  • Time period: 2016


  • Planning, management and follow-up of the campaign with European agency network partners
  • Performance of quality checks via myImages
  • Flexible operational management for changes to delivery dates or special requests from individual locations
  • Collection of surveys and evidence of visits with mySurvey Analyzer
  • Drafting of multilingual training documents including assembly and disassembly instructions


  • Standardisation of OSRAM brand entry in the lighting sector in over 300 locations throughout Europe
  • Creation of brand awareness for the LEDVANCE brand
  • Optimisation of the lighting demonstration for the demo units
  • Significant increase in satisfaction among retail partners

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