MERCHANDISING IN-STORE

Continuous merchandising for Rawlplug in Castorama and OBI chains

Since 2024, IQFM has been supporting Rawlplug in continuous merchandising service for DIY chains, ensuring proper exposure of a wide product portfolio and high implementation standards at points of sale.

169 points of sale covered by regular service.

2 key DIY chains Castorama and OBI.

since 2024 continuous cooperation in the area of merchandising.

Context of the partnership

Rawlplug operates in a category where a wide and technically diverse portfolio requires a particularly well-organized presence at the point of sale. The brand's products cover many categories – from fixing systems and screws to power tools and accessories – which is why proper exposure organization makes it easier for customers to find the right solution and supports brand visibility on a competitive shelf. The scale of the assortment is also clearly visible at the level of an individual chain – Castorama alone currently presents nearly 100 Rawlplug products just in the plug category. In this project, merchandising is therefore not limited solely to product presence; exposure precision, assortment order, and regular standard control are crucial.

Project goal

Ensuring a consistent, legible, and brand-compliant exposure of Rawlplug products in DIY chains. The goal of the activities is to maintain the proper presence of the wide portfolio on the shelf, react quickly to irregularities, and ensure a repeatable implementation standard across all supported locations.

How we worked

IQFM is responsible for the regular execution and control of Rawlplug merchandising activities in the Castorama and OBI chains.

Merchandising
Exposure restructuring
Audit
Availability control
Execution of standards

Measurable outcomes

A continuous working model allows for maintaining control over the exposure of the extensive portfolio and ensuring a repeatable merchandising standard across the entire supported network of points.

1,100+ hours per month

of regular merchandising work in stores.

Constant exposure control

Ongoing verification of product presentation methods.

Consistent implementation standard

Uniform operating rules across various locations.

Wide portfolio under management

Control of many product categories of the brand.

Regular team work at points of sale allows combining precise merchandising execution with knowledge about the shelf situation, creating the basis for further optimization of activities in the data-driven field marketing model.

Since 2024 IQFM has supported our merchandising and the maintenance of high display standards at the point of sale. We particularly value the commitment and professionalism of the field teams, as well as flexibility and efficient communication with headquarters. The partnership runs smoothly, and every need or change is implemented quickly, with a clear understanding of the DIY market.

Jarosław Bienias Marketing, DIY Sales and Fleet Director Rawlplug

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