EFMP UK partner, Field Sales Solutions, have been working with Cawston Press to deliver an effective in-store strategy that focuses on improving in-store availability of their products and optimising in-store sales in one of their key grocery accounts.
The two companies are focused on optimised in-store availability within the grocery multiples, utilising Field Sales Solutions nationwide field teams to ensure their key promotion was live in store and ready for purchase from day 1 of the campaign.
Cawston Press has been making delicious, pressed juices for over thirty years. They are dedicated to making quality drinks and are now well established in the soft drink category with Cawston's award-winning blends combining juice and sparkling water to create beautifully balanced drinks, such as Cawston Press Apple and Pear and Cawston Press Apple and Ginger Juice to name but a few.
The soft drinks category continues to grow, with The Grocer stating the total soft drinks sales (excluding dairy) have grown 9.8% to a little over £11bn, with consumers consistently looking for new variants and a shift towards “free from sugar” products to meet today’s health-conscious consumer. This is where Cawston Press comes in. The fruit-based drinks contain no added sugars, sweeteners or concentrates. In fact, the sweetness in their drinks come entirely from the fruit they press to produce them – making them an attractive product in today’s marketplace.
To meet rising consumer demand, Cawston Press, continue to go from strength to strength in the soft drinks category, expanding their distribution across key accounts and ensuring field marketing support to optimise availability and compliance in store. This is especially prevalent in 2023, as the retail industry continues to experience significant change. Factors such as the cost-of-living crisis and inflationary pressures have changed how consumers shop. As a result, retailers have been forced to adapt, by offering reduced product lines, and where possible, by switching to own - label products, while simultaneously battling staff shortages.
It's therefore critical for brands like Cawston Press to be seen to be supporting retailers by providing bottom line sales, as well as in-store support to keep stock on shelves. To achieve this, Field Sales Solutions has provided an expert and flexible field solution to optimise product availability in the right stores at the right times.
Key to this success is the effective Account Management and calibre of the Field Sales Solutions' field team. To ensure optimal compliance standards, Field Sales Solutions, conduct a thorough recruitment and briefing process, selecting trusted field colleagues who they know have established in-store relationships, understand store protocols and processes and who drive increased awareness and brand advocacy whilst in store, along with being a pair of safe hands in outlet to pull stock, amplify display and ensure compliance on fixtures. By offering an extra pair of hands in-store they add value in every store they visit, ensuring that the Cawston Press brand is well stocked, optimising availability and sales.
In this fixed duration campaign, Field Sales Solutions' strategy has delivered an overall 11% increase in stock availability in Co Op stores and driven on entry compliance in all stores visited. The team also identified a number of stores where the promotional space was non complaint across all SKUs, where issues were identified at store level, the Field Sales Solutions team were able to work with stores to address stock holding issues and proactively reduce the number of fully non-compliant stores by 70%. Without the intervention of the team these would have potentially remained non-compliant and ultimately have resulted in lost sales for their brand partner. This coupled with in-store engagement across all stores, served to ensure the stores visited were alerted to the promotional activity and educated on the significant sales opportunity having compliant displays presents.
Field Sales Solutions is extremely proud to work with Cawston Press, leveraging their expertise, dynamic coverage model and expert field teams to drive measurable results.
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