Enabling Excellent ExecutionE3

Lighting Products Display Unit in RadioShack

Objectives of the in store initiative:

• Improve the visibility of our lighting products range within RadioShack (top 20 stores)

• Have a clear, dedicated message to this category “Light Up You Life”

• Attract consumers attention, making them stop and ‘browse’ through the range and stand out from competition

Learning’s & ‘Hints & tips’:

It was one of the smoothest cooperation between both Marketing and Sales (modern trade) team. Both teams were working hard to move things along to save time. Examples include getting permissions from the stores, following up with the supplier, evaluating the units

together

Having a more detailed plan with the account itself for the pre/during-execution phase

would have helped in saving time

Challenges:

• Time was the biggest challenge of all. • This project took around 3 months to finish• Visiting 20 stores and taking dimensions within each one to

then produce 20 different units with various measurements took time

What you did to overcome:

• This project took its time but served as a learning lesson for other similar projects: better management and coordination between the account, supplier and us with clearly defined dates for every phase of the project starting from agreement with the account till taking pictures after the finalization phase.

Investment & Resources:

• The cost of the project was less than $5,000• Time was the biggest resource taking a course of a quarter

to finish the project

What has been measured?

• Better visibility of our products with better organization• This was done by visiting some of the stores and depending

on pictures as proof • Impact on sales was not the primary objective, visibility was,

but we have witnessed a growth in the volumes sold since the installation of these units, with doubling in gross sales value (in EGP)

Previous 4 Months Post 4 Months

Gross Sales 48,581 96,167

Volumes 1,946 3,298

Enabling Excellent ExecutionE3

Lighting Products Display Unit in RadioShack

What was achieved - DataInterchangeable header: enabling us to change/update the message anytime

Material used is wood giving elegance to the whole unit

Floor sticker with the “Light Up Your Life” message

Lighting products elements used, as in the toolkit, on both faces of the sides, ensuring that consumers moving around the store will see the unit and the message

Enabling Excellent ExecutionE3

Lighting Products Display Unit in RadioShack

Enabling Excellent ExecutionE3

Lighting Products Display Unit in RadioShack

Snapshot from MEA Quarterly Newsletter