Creating Memories

The Challenge

In 2004, we were appointed as SanDisk’s lead Channel Marketing agency, with a brief to help a small in-house team achieve big retail ambitions!

We quickly realised those, and drove SanDisk to Category Leadership in their sector through a combination of de-mystifying the category, driving return on space, and increasing the category’s value.

And it’s not just physical retail – we’re helping SanDisk create awareness and drive consideration amongst key target audiences wherever they shop, responding to an ever increasing online channel share of category.

Today we are retail channel marketing agency of record for North America and EMEA; primarily developing tool-kits for global adaptation and utilisation.

Applying Buyologic®

Our role sees us perform as an outsourced EMEA marketing function, with our memory category management solution prioritising sell-in to secure category and retailer leadership with tier one and two retail partners (we have worked across 170+ retailers across 30+ countries and supported 60+ local distributors).

Key to securing that leadership has been customer engagement, delivered by our value and needs mapping tool. It helps us develop sell-in solutions for the customer teams that engage retailers – typically a comprehensive sell-in presentation supported by 3D walkthroughs and PowerPage solutions.

As part of joint business plan development with Key Retailers, we use JDA space planning to create range planograms that optimise product mixes by format and drive return on space – we also introduced up-sell and cross-sell solutions to drive basket spend. Furthermore, we scope and deliver in-store promoter activity, including the development and implementation of e-learning solutions to engage shop floor staff across the region.

Central to de-mystifying the category is an understanding of the shopper; we research how shoppers shop the memory fixture and create shopper journey maps with scalable messaging solutions that work across all retail formats driving awareness and consideration. With an optimised retail and etail offering in place, we have developed campaigns for all product categories; from music festivals that drive mobile memory sales, to social media campaigns that drive wireless memory solutions.

All our campaigns reflect an ever-increasing online channel share of category; our A+ and PowerPage solutions deliver best-in-class etail assets. Over the years we have played an active role in in-store and online merchandising – categorising retailers and store formats to create tiered fixture and signage solutions in the physical space, and developing content for A+ and PowerPages in multiple languages to drive sell-out, up-sell and cross-sell in the digital space.

Tools

Barriers Analysis

Sell-in

Strategies on a Page

Touchpoint Priorities

The Results

30%

On our Ducati promotion, 30% incremental facings in-store established high performance as a category mainstay

124%

In our Tiesto promotion, a 124% uplift in capacity reported by retailers

309%

We increased average weekly sales on Mobile Storage Solutions products by 309% in Dixons Travel

Client comment to follow soon!

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Get in touch

Got a question, query or just want to find out more?

Contact Mark Burgess on +44 (0) 203 923 4831 or +44 (0)78 0903 0523. Alternatively, fill out the form below and we’ll get back to you before you know it.