Comprehensive point-of-sale display services

Client

Brown Forman is an American liquor company with over 150 years of history, operating as a global manufacturer and distributor in more than 160 countries. The company has been present on the Polish market since 1993, offering a portfolio of premium products that includes brands such as Jack Daniel's, Woodford Reserve, Gin Mare, Fords Gin, Botucal, Chambord, Herradura, El Jimador, The Glendronach, The BenRiach and Glenglassaugh, among others.

The company focuses on the premium and super-premium segments, providing consumers with quality products with an established reputation.

Challenge

Brown Forman faced the challenge of ensuring proper display of its products in large retail chains across Poland. The company needed a partner to take care of it comprehensively:

• Quality of product display at points of sale
• POS materials and display stands (installation, replacement and service)
• Acquiring additional display space in stores
• Logistical handling of advertising and display materials
• Support during promotional activities during periods of increased sales

The challenge was not only the scale of the operation involving hundreds of locations nationwide, but also strict procedures for the deployment of promotional materials consistent with the company's existing standards and promotional schedules.

Solution

The cooperation, launched in February 2020, initially included a single service of acquiring additional display space to gradually develop into a comprehensive market support system including merchandising, mobile merchandising, POSM implementation and service or product logistics.

Our merchandising activities are carefully planned and documented, which allows for ongoing control of the quality of the work performed. Thanks to our extensive network of field staff, we guarantee a quick response to changing market needs and seasonal promotional campaigns.

Mobile merchandisers complement the work of stationary teams, providing flexibility in servicing points of sale. All activities are supported by advanced reporting tools that provide customers with up-to-date information on the status of displays, product availability and the effectiveness of promotional activities.

• Regular visits of merchandisers to more than 250 shopping halls
• Dedicated mobile merchandisers in key locations
• Taking care of the display of all products in the client's portfolio
• Negotiating additional display spaces

POSM storage

We have organized a comprehensive warehouse service for promotional materials. Our system provides full control over inventory while optimizing logistics processes.

• Online management of customer's stock inventory
• Disposal of fixed assets after completed promotional campaigns
• Confectioning of dedicated materials for field representatives
• Courier shipments of small materials or elements of larger POSM

Dedicated transportation of permanent materials

We provided professional transportation service for large-sized materials, guaranteeing timely and safe delivery. Our logistics are tailored to the specific requirements of promotional materials.

• Development of a scheme for transport execution notifications
• Organization and implementation of dedicated transports due to dimensions and sensitive POSM elements
• Coordinate deliveries with area managers and sales representatives
• Completion within 72 hours of order submission
• Assembly and merchandising of the display

Renovations of stands and POS materials

We have taken care of extending the life of promotional materials through professional renovations and repairs. Our technical team has the skills and experience to successfully restore the functionality of damaged items.

• Detailed development of the repair request scheme
• Completion within 10 working days of sending the order
• Wide range of repairs including replacement of electrics or structural components
• Quick repairs without involving the customer, using our own replacement materials

Implementations of POSM materials

We took care of the proper implementation of promotional materials at points of sale, ensuring their compliance with marketing objectives. Our implementations are characterized by precision execution and documentation confirming implementation.

• Assembly of pallet wrappers
• Verification of compliance of product setup with the planogram
• Completion within 10 working days of sending the order
• Reporting and sharing as-built documentation

The project included:

• Dismantling of existing display materials
• Collection and disposal of old standees
• Transportation of new displays including their installation and stocking 
• Large-scale logistics coordination

The Brown Forman project was quite a logistical and operational challenge for us – hundreds of locations, stand replacement, POSM service, and ongoing display maintenance. However, we managed to organize the process so that it worked quickly, transparently, and precisely. The biggest advantage is that the client has full control over the displays, and salespeople can focus solely on sales. This clearly shows that outsourcing really does reduce the workload and support the business.

Justyna Kućsenior account executive & data analystCursor

Effects of cooperation

Cursor's long-standing cooperation with Brown Forman has developed into a stable and effective partnership, including merchandising, logistics and sales support.

The developed logistics service system provided the client with the expected efficiency and quality while optimizing costs. In 2021 alone, Cursor transported Brown-Forman permanent materials a total distance of 39,000 kilometers, carrying out an average of 20 cyclical logistics operations per month.

Key results of the cooperation:

• Comprehensive display service - managing POS materials nationwide, ensuring consistent and compliant presentation of Brown Forman brands
• Successfulimplementation of logistics projects - efficient execution of permanent stand exchange and logistics management
• Cost optimization - freeing up the customer's sales team from logistical tasks and ensuring quick repairs to POS materials without committing Brown Forman resources

Cooperation with Cursor provides us with comprehensive control over the display of our products at points of sale. We especially appreciate the meticulously developed logistics process, the flexibility of the team and the speed of response - execution within 72 hours of an order is the standard we need. With Cursor taking over responsibility for logistics, our sales team can fully focus on strictly commercial activities, which translates into better business results.

Grzegorz BujakRegionalSales ManagerBrownForman