Case Study

Sales Promotion and Merchandising

Tchibo

The Challenge: Tchibo inspires its customers ith its weekly-changing product worlds and additional campaigns. 70 years of Tchibo– this should be celebrated with customers through goal-oriented campaigns at POS. One of its own products, Tchibo Anniversary Coffee, as well as a competition and the sampling of advertising materials and promotional flyers, should be communicated directly in stores. Our long-standing customer was looking for personnel to provide information about the current competition and the conditions of participation according to the visual specifications of the retro design anniversary campaign. At the same time, it intended to raise awareness of the Tchibo brand and increase sales.

The solution: Since 2017, Tchibo has been relying on qualified staff for shelf maintenance, for sales of its non-food and coffee products, and for irregular image promotions and tastings. Tchibo benefits from efficient e-recruiting solutions as well as flexible online tutorial systems for sales consultants, merchandisers and tasters for its nationwide operational planning as well as the implementation of training measures. Many other measures are being implemented for Tchibo in addition to the continuous optimisation of the staffing pool, the distribution of materials to the staff and the regular implementation of mystery checks for quality control.

Key data

  • Customers: Tchibo GmbH
  • Project: merchandising, sales advice and tasting with couponing
  • Trade houses: real-life,-, REWE, Edeka, Globus, HIT, etc.
  • Country: Germany
  • Time period: since Q2 2017

Strategy

  • Operational control via myMissions and mySurvey Analyzer
  • Regular drafting of management reports
  • Daily photo documentation for quality assurance with myImages
  • Support of various Tchibo store openings and concept stores

Outcomes

  • Raising of consumer awareness for the Tchibo brand
  • Increase in sales of the Tchibo product range
  • Increase in brand awareness in department stores
  • Increase in customer loyalty to the Tchibo brand

In cooperation with:

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