“I took part in BRIO’s store tour in the area of Ostrobothnia in Finland. BRIO is a lovely, well-known toy brand, and working for it was a pleasure. I was welcomed warmly at the stores. I went through the assortment displayed in the store and updated the shelves. In this context we placed the orders for new products and possible additional orders together with the department managers. It was easy to get more space for BRIO, because the store assistants also think that BRIO is a durable and good brand.
Every store welcomed my help positively. I was given free hands to look around and organize the shelves. The most important thing in this job is personal chemistry, positive attitude and cheerfulness.”
The Swedish high-quality wooden toys of BRIO deserve their place on the shelves of toy departments and in the plays of children. BrandBuddy has taken care of the in-store visibility of BRIO’s toys since spring 2015. The goal of BrandBuddy’s activities is to accelerate the sell-through of BRIO’s products in stores.
In Sweden, BRIO has an in-store marketing concept of its own, which BrandBuddy implemented in the Finnish stores. The assortment guidelines of retail chain stores like Prisma and Citymarket are made in collaboration with BRIO and the buyers of the chain. The display and visibility of products in stores is agreed at the same time, and BrandBuddy with its determined fieldwork makes sure that the vision is implemented in practice.
BrandBuddy’s and BRIO’S objective for the autumn season 2015 was to increase additional sales to chain stores. The work was started with a two-week store tour, during which BrandBuddy’s team of eight consultants visited a total of 120 Prisma and K-Citymarket stores. In the first round they checked if autumn’s novelties were found on the BRIO shelves of the toy department and how much in-store space BRIO has. Where relevant, consultant draw up a proposal for an additional order to the store. The shelves were organized according to a pre-planned shelf picture, which was designed to create a tidy and attractive display of products. In stores, BrandBuddy’s consultants informed the personal of the store about BRIO’s novelties and upcoming campaigns. Information sharing is an essential part of sales work, because it’s easy to sell products which the store assistant can easily tell the customer about.
In the second round, BRIO’s module count in stores was cleared. Shelf space is an integral part of in-store marketing, and during the store visits we got a total of 28 modules extra space for BRIO’s products. The consultants brought to the stores also some in-store material, like consumer catalogues and shelf edgings, which create a uniform look for the shelves and increase the attractiveness of the products.