Comprehensive merchandising service for VARTA in DIY chains

Context of the partnership

VARTA operates in an extensive product category where availability, proper exposure, and clear presentation of a wide assortment have a direct impact on brand visibility at the point of sale. VARTA's consumer portfolio includes many types of batteries and other power supply products, which further increases the importance of correct shelf organization and ongoing exposure control. Handing over all merchandising services to IQFM required creating a consistent implementation model, allowing for the management of activities across various chains while maintaining uniform brand standards.

Project goal

Ensuring constant availability and proper exposure of VARTA products as well as a uniform merchandising standard in all points covered by the project. An essential element of the cooperation is also the ongoing control of the situation at the point of sale and quick response to irregularities related to exposure, product availability, and the execution of commercial agreements.

How we worked

IQFM is responsible for the comprehensive organization and execution of permanent merchandising services for VARTA in key retail chains.

• Merchandising
• Exposure audit
• Shelf restructuring
• Promotion execution
• Availability control

Measurable outcomes

Taking full responsibility for merchandising has allowed for streamlining the execution of field activities and providing VARTA with a single, consistent service model in the chains covered by the project.

Constant presence at points of sale, a unified implementation standard, and ongoing control of activities allow for effectively managing brand exposure and building data supporting further optimization of activities in the spirit of data-driven field marketing.