NOP Global was engaged to improve the visibility of the brand and its products in stores, as well as to ensure consistency in its marketing message and awareness of promotional messages, with a focus on sales improvement.
NOP Global achieved this through a 3 pronged approach : brand visibility, store staff training and direct sales support.
By auditing and identifying stores which had the potential to strengthen the brand’s marketing reach through the use of branded furniture as well as Point of Sale materials such as banners and product literature, NOP Global was able to ensure up-to-date information and top of mind awareness in potential customers. Existing in-store Acer visuals were also updated, to ensure planogram compliance, to better reflect the brand’s revitalized message.
Jayson Mendoza, Country Manager for NOP Global’s operations in the Philippines, stressed that a key focus was not just making sure that Acer had visual presence in stores, but also that the brand and its products were placed prominently within the stores. “Our merchandisers spend a lot of time building good relationships with staff in the stores, which enables us to place Acer displays and branding in prime locations with high foot traffic, increasing the likelihood that Acer will be the brand that customers notice and keep in mind while shopping in the store”.
Sales improvement was augmented by NOP Global’steam of promoters, internally trained to equip them with the necessary soft skills and selling skills to close sales. In stores where promoters were not stationed, NOP Global’s Field Representatives communicated the brand proposition and key selling points of Acer’s offerings to store staff, enabling them to better communicate to their customers why Acer was the right choice.
According to Ms Agnes Neria-Espino, Product Marketing Group Director at Acer Philippines, the progress that has been made in showcasing the Acer brand and products in key stores has been invaluable in its branding efforts. “Together with NOP Global, Acer has been able to ensure good product knowledge among front liners and that a high standard is maintained in its in-store branding as well as the displays of its products, consistent with Acer’s premium brand positioning.”
NOP Global will continue to work with Acer in 2014 to identify the ways in which the brand can more effectively deliver its message in stores as well as drive efforts to position it as the “go to” brand for personal computing needs.
About NOP Global
NOP Global is an award winning field marketing agency, based in Oxford, UK. It operates throughout EMEA and SEA, providing tailored solutions across all business sectors to help clients understand their market position and communicate their message in the field. To learn more about NOP Global, visit www.nopglobal.com.
Established in 1976, Acer is a hardware + software + services company dedicated to the research, design, marketing, sale and support of innovative products that enhance people's lives. Acer's product offering includes PCs, displays, projectors, servers, tablets and smartphones — tools its customers need to explore beyond limits and experience more. Acer employs 7,400 people and ranks No. 4 for total PCs globally (IDC 2013). Revenues for 2013 reached US$12.02 billion. Please visit www.acer.com for more information.