The context
Every new product launch for Samsung is crucial. Trade and ATL investment must be maximised during the critical 3-5 weeks post-launch. It is essential that in-store activation and detailing messages are received by the public per the exact plan from HQ and local markets.
In 2016, when Samsung initially contacted BeMyEye, they struggled to audit a meaningful portion of their estate to ensure high retail execution standards. They sought to find an objective and cost-effective way to measure launch effectiveness across multiple territories and make changes at the Buyer and store level in order to demonstrate a strong ROI.
The challenge
For a new product launch, perfect retail execution is crucial for success. The first three weeks post-launch are a decisive period, where proper implementation will impact the ROI of the whole campaign.
Together with Samsung, BeMyEye defined a set of KPIs to monitor the execution and effectiveness of launch activities. We designed representative samples across countries and store types so we could accurately measure execution across the estate, and spot gaps in various territories/chains.
KPIs
– Brand visibility in-store
– Retail execution compliance flagship models
– Brand recommendation rate and rationale
Categories
– Mobile phones
– Tablets
– TV
– Washing machines
– Refrigerators
Channels
– Mobile phone operators
– Big box electronics and speciality retailers
Countries
11 European countries:
United Kingdom, Germany, Italy, France, Spain, Austria, The Netherlands, Sweden, Poland, Switzerland & Romania
The results
BeMyEye field data is available to Samsung in near-real-time providing an actionable list of insights including non-compliant stores/chains, brand recommendation rates below market share, and off-brand detailing messages. We started our collaboration in 2016, covering 2,000 stores across 5 European markets, all in just 7 days.
Since 2016, we have scaled the programme to 11 countries, building up a time-series data set that helps Samsung improve retail execution on a continuous basis.
3 years of continuous collaborations
11 European countries monitored
1000 stores monitored per new product launch
8000 stores monitored per year
Thanks to our end-to-end solution Samsung has achieved:
+30% improvement in brand visibility
+70% improvement in Brand Recommendation rate
Historical tracker of in-store KPIs
The chance to Act On Real-Time Opportunities For Corrective Action
