Angelique Fowlie – WH Smith High Street National Account Manager
Given the rapid rate of change, the retail environment can often appear complex and confusing! It's our job to help our clients navigate their way through these complexities, cutting away what is not important and instead highlighting the key trends, issues and opportunities. Our unrivalled knowledge of our retail customers and their consumers helps us achieve this.
Having a clear understanding of retail marketing effectiveness and category management principles ensures that we are best placed to not only achieve best-in-class performance, but also maximise return on investment. It also allows us to continually improve future planning processes to deliver cost effective campaigns.
Because delivering effective displays at point of sale is vital to ensuring availability and visibility, we consider our merchandising offer an important element of our service.
In key retail outlets with the highest sales volumes, merchandising provides ongoing support on main fixtures, checkouts and promotional units, with the ability to move quickly on a tactical basis to support launches and promotions.
Ongoing sales intelligence gathered by our merchandisers and field-based sales staff keeps both publishers and retailers abreast of what's happening at store level, and enables Marketforce to maintain a high degree of compliance and availability at key selling times.