Magazine: In-store campaigns for sales growth

András Juhász
lead mediaplanner
dunnhumby

András Juhász, lead media planner of dunn­humby Hungary told at the Trade Marketing Club conference in February: sales of a store can be increased by 21 percent on average with the help of POS communication tools. In his presentation he revealed that 76 percent of shoppers decide what to buy when standing in front of the shelf.What is more, 80 percent of shoppers said they had been influenced by in-store media at their last shopping trip. Sales can be improved the most by supporting new products with POS tools.

Barbara Balogh
marketing director
Heineken

In the morning section the first speaker was Barbara Balogh, marketing director of Heineken. She used practical examples to illustrate the important roles of marketing.The company’s main strategy is to make beer part of people’s daily lives. Trade marketing can help to get to know consumers more – the company develops new products based on this knowledge.

Andrea Révfalvi
marketing manager
Detki Keksz

Andrea Révfalvi, marketing manager of biscuit company Detki Keksz talked about what a company should do if it doesn’t have as big a marketing budget as its competitors. Last year Detki won ‘Promotion of the Year’ with the campaign ‘Detkilometre – Win a dream trip with Detki!’ The promotion aimed at popularising the company’s umbrella brand and familiarising shoppers with various Detki products.

Réka Nagy
customer marketing
manager
Essity

Nagy Réka, customer marketing manager of Essity Hungary gave a presentation about investments making a return. They do 30 promotion campaigns a year and she talked about the hypermarket campaign for Zewa wet toilet papers implemented last April. The goals were increasing penetration, education and awareness raising.Evaluation aspects were: the investment returning, increase in sales and cost analysis.

Gábor Molnár
commercial director
Pek-Snack

From Pek-Snack Gábor Molnár, commercial director and Katalin Nock-Vető, marketing manager spoke about how they had won Store of the Year Hungary 2018 with the company’s festival container.

Katalin Nock-Vető
marketing manager
Pek-Snack

They do conscious brand building work and thanks to this sales have been growing by 10 percent every year since 2015. At the moment they work with more than 1,700 selling partners.

Máté Pados, trade marketing manager of Patika Management Kft. started his presentation with revealing: pharmacies have learned a lot from the FMCG sector and they are turning into shopper-friendly places.

Máté Pados
trade marketing manager
Patika Management

Mr Pados talked in detail about their ALMA reference pharmacy programme as the first speaker in the afternoon. The pillar of the new strategy is that a larger selection of products needs to be presented to shoppers – more purchases mean higher basket value.

György Láng
regional display sales manager
DS Smith Packaging SE

Gábor Balázs
owner
POS Solutions

Csaba Veres
experiental execution
manager
Coca-Cola

Attila Bellon
head of trade marketing
Nestlé

dr.  Klára Csíkné Kovács
managing director
Karrier és Stílus

A discussion came next in the programme, where the topic was: How important is company size when doing trade marketing? Participants were Gábor Balázs, owner of POS Solutions, György Láng, regional display sales manager SEE of DS Smith Packaging, Attila Bellon, head of trade marketing at Nestlé Hungary and Csaba Veres, experimental execution manager of Coca-Cola. The moderator was Dr Klára Csíkné Kovács, managing director of Career and Style. The participants agreed that there are many types of displays in the market and everyone wants the best solution: an effective one that is cheap and can be prepared fast, in the best quality.

Tibor Veress
shopper and customer marketing leader
Unilever

Tibor Veress, shopper and customer marketing leader of Unilever gave participants his definition of ROI, and added that shoppers can be influenced the most in-store if they come across a good product at the right time; it is best if the promoted product is available continuously in the given period. In his view trade marketing has made great progress since the appearance of the ‘Perfect Store’ concept.

Zoltán Tóth
CEO
DigInStore

Zoltán Tóth, CEO of DigInStore Zrt. told: they seek to introduce Digital Signage – digital content providing – to the Hungarian market. They first made the technology available to national tobacco shops. He added that sales of non-tobacco products continue to grow, especially in the beer, soft drink, alcoholic drink and coffee categories.

Péter Gyúrós
convenience retail manager
Shell Hungary

Péter Gyúrós, convenience retail manager of Shell Hungary was the last speaker. His topic was FMCG sales in petrol station shops. Shell has four shop concepts in the region: quick stop, city café, on-the-move and minishop. Between 2018 and 2020 they are revamping filling station shops, until the end of 2018 they modernised 345 shops in the region. //