Running in-store campaigns across store chains in four countries

You work for a global company and are preparing a campaign for a new collection. You know the budget, you pick the stores and the advertising spaces in them, and you want to send the brief to the agency. But how do you hand over all the material - and then keep the campaign on track and judge whether it went well?

‘If only there were a tool so we didn’t have to email Excel files to each other, and could have everything online, on our phones too.’

Global Nike and Puma campaigns, launched in 4 months

For a media and marketing agency we built a platform that plans, runs and evaluates campaigns in the Czech Republic, Slovakia, Poland and Hungary.

Five parties, and everything in email and Excel

Until then the agency had no platform of its own. Campaigns were run on Excel spreadsheets, PowerPoint presentations and Word documents holding the brief. Files had to be forwarded back and forth by email, and printed out.

A shared drive was no answer either - it can’t run a campaign workflow or give external staff secure access. To get it right, the whole process had to be checked over and over again: constant phone calls, emails, and the stress of wondering whether preparation, production and installation would turn out as expected.

What does an in-store marketing campaign need?

Many players take part in a marketing campaign, and every one of them needs correct, up-to-date material:

The commissioning brand
The client
The agency
The designer
The printer
Installation teams
The client’s individual stores

One platform for everyone

Together with the agency’s staff, Nike’s representatives, the printer and the head of the installation team, we analysed the whole process. It was clear the application had to be a multi-purpose platform for everyone involved. It had to provide:

management of stores, contacts and POS and POP marketing materials
a database of stores, including floor plans showing where the POS and POP materials go
a database of POS and POP materials with detailed specifications - photos, materials, dimensions, print
cost forecasts for delivering a campaign, based on POS pricing
display of design proofs and storage of print-ready files
a workflow for managing campaign phases and tracking delivery
a summary of spend, to prepare invoicing
a campaign history with filtering and sorting
‘In the In-store application we successfully delivered dozens of campaigns across hundreds of stores in Central and Eastern Europe. The efficiency meant far higher profit for us.’
Lenka Kroupová, Production Director at a marketing agency

What the application brought each party

Clients - Nike & Puma

At last they had a tool with a complete overview of hundreds of stores and thousands of marketing spaces. They followed delivery in real time, added comments, approved solutions, and evaluated and checked costs. Running campaigns had never been easier.

Marketing agency

It could easily head off problems in planning and delivery by keeping POS specifications up to date - reacting to mistakes straight away and not repeating them. Campaigns could also be planned by copying earlier ones, including the choice of stores and spaces.

Printer

Staff knew exactly which POS materials to produce, in what quantities, sizes and materials, and how to sort them for each store - in advance, as soon as the campaign was approved in the application. That let them prepare for production and distribution ahead of time.

Installation teams

Thanks to route planning, they knew in advance which stores they would visit, how many teams would be needed, where the stores were, and which rules and tools to prepare for the installation.

Everyone got a sophisticated tool that made their work more efficient, helped prevent problems and mistakes and, in the end, saved everyone time and money.

Say goodbye to mistakes
and repetitive work.

We’d be glad to build an application that pays off for you.

Book a no-obligation meeting