Case Study : Cuisinart

Introduction   Cuisinart is a premium cookware brand with an established market in the U.S.A.

Background  

A range of products were launched into selected department stores within the UK in 2004, namely Selfridges, Harrods and a selection of John Lewis stores.

Competitor activity within this sector is strong and well-established, and therefore it was important to offer brand support in the form of regular merchandising, in-store staff training and demonstrating to consumers.

The Red Agency recruited and trained a team to provide coverage on a weekly basis to all stores.

• To merchandise, train and demonstrate the full range of Cuisinart products in-store
• To implement promotions
• To book promotional activity for special consumer events
• To monitor stock on display, in the warehouse and in transit for each visit

Timescales  

The Cuisinart brand support team visits all stores on a weekly basis

Reporting  

On each visit, the Brand Support Team reports on the stock-holding and sales achieved. All information, including staff product training details are maintained within a bespoke database.

Critical stock issues are reported back to the client immediately enabling the situation to be resolved urgently.

Results

In early 2005, Cuisinart increased the number of products to the range in-store, which in itself is deemed a huge success.

The range has also been accepted into selected quality kitchen accessory retail outlets.

The Brand Support Team has a direct influence on sales achieved in-store.