Enabling Excellent ExecutionE3

Sampling campaign drug channel / example “dm”

Objectives of the in store initiative:

• Generate trial for Hydro Range and Intuition• Increase sell-out in their respective target groups• Push blade sell – out by distribution blade coupons with the

samples

Learning’s & ‘Hints & tips’:

Challenges:

Create a sampling distribution plan including more samples per POS for the bigger and better performing ones

Find an agency that can give ad-hoc results and information to dm to update them daily about the status of the activity they needed a certain IT structure

Get consumers to redeem the distributed coupons directly at POS

What you did to overcome:

• Implementation at POS• Some POS had inventories going on• Make sure only the customer specific dm Coupon was

used (there were similar samplings at other customers)

Investment & Resources:

One dedicated person focussing a large part of their time on the activity

Sales ladies: 200€ / day / POS 200K€ Redemption of coupons 26K€ For 1000 dm POS: a total of 530K samples Hydro 3, Hydro 5,

Intuition for 742K€ Materials needed 20K€

What has been measured?

• Redemption rate of coupons:• H3: 2,2%• H5: 2,6%• Intuition: 1,9%

• Sampling contacts: 530K (on average 530 consumers per POS per day)

• Strong blades growth afterwards, however there were also promotion packs at the same time at dm hard to know exactly which impact sampling had.

Tips for improving similar activities at POS

- Only use products without EAN codes for sampling- Give as much product information as possible to consumers- Ideally have both product information and coupon on one flyer - Ship coupons directly with products to POS (esp. if there are

customer specific coupons) to avoid mix-up- Have spare samples & coupons at the sampling agency in case

something went wrong with delivery to POS

To keep in mind with customers- Agree with customer on list of best POS, then share the final dates

only with POS- Deliver samples to POS warehouses using customer logistics (to be

not dependant on sales ladies)

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

Initiative details

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Data

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Data

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Data

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Data

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Visuals or testimonial

Enabling Excellent ExecutionE3

Best Practice Sharing example : Sampling campaign drug channel / example “dm”

What was achieved - Visuals or testimonial