Improving Display
Execution & ROI
at Scale
Rewarded retailer stores for faster, accurate display execution. 10x ROI in time to product activation in market and on-floor engagement over 8 campaigns and counting.
Building Brand Consistency Fast at Launch
Samsung developed a mobile-friendly compliance program to support in-store execution across UScellular locations. The program was designed to ensure Samsung devices and marketing materials were correctly displayed and live on Day One of launch, without requiring internal resources from the carrier or disruption to store operations.
The Execution
The program was launched nationally across ~250 corporate stores during multiple device launches. Store teams were invited via email to quickly verify proper setup of Samsung fixtures, devices, and signage using a simple web app accessible from any smartphone. No login, app download, or training was required. On average, the task took less than 30 seconds to complete per store. Rewards included per-store gift cards to retailers of choice for staff events, and the chance to win grand prizes of $100 per associate for randomly selected stores in a program sweepstakes.
The Result
Benchmarked the accuracy to planogram without corrections as above retail average* in the initial launch
With 8 programs (and counting), an average of 75% of the carrier stores sent proofs of display, providing far more visibility than via typical store checks by field visits
Raised the accuracy level by average of 30% due to quickly communicating corrections to stores in the two initial programs, with fewer corrections necessary in subsequent programs due applied insights for improving instructions and comms overall
Programs proved to be fast and easy, as no technical issues were reported and average time in webapp was less than 30 seconds
*A.R.E | POPAI study: more than half of planned displays are not executed accurately or at all