Telephone Marketing – a cost effective way to get results

For a planogram or a promotion to be properly complied with, it first has to be communicated to the store team responsible for its implementation. We find a consistent pattern of important information being either not received, not understood or not being acted upon in time.

In a survey of Tesco managers (available from us), poor communication was picked on as the single largest reason for promotion non-compliance. Our Outbound Telemarketing service has two main roles with retail marketing;

Tracking Product Appearance in store

• It is considerably cheaper using telephone to track product through the stock control area and the managers in the store, than by personal visit.
• This applies whether you are ensuring that product is there in advance of advertising, or in place for promotion compliance.
  To illustrate our approach, we were briefed to support a product that was expected to have reached 500 stores, as a distribution extension, according to the planogram. When we telephoned all the stores, only 220 stores had, or planned to stock the product.
• After a sequence of two calls undertaken within 2 weeks, this increased to 428 stores selling the product.