Sainsbury’s

Background

• To create a trusted, quality sampling programme in 103 Sainsbury’s stores nationwide
• To deliver 45,000 branded sampling days each year
• To reduce the rate card cost to brands by 27%

Approach

• 206 dedicated samplers recruited and trained
• 2 stands available in each of the 103 stores
• Sampling sold Weds – Sun every week
• Dedicated Team Managers & Coaches raising quality to drive compliance and sales
• Full stock management service offered to ensure efficient and accurate sales uplifts in store
• Cosine working in partnership with Sainsbury’s Magazine to provide brands with an integrated media solution

Results

• Launched November 2006
• New price structure presented to brands in January 2007
• Overachieved in first 6 months on days sold
• Expansion programme agreed to increase coverage throughout 2007
• Full sales evaluation and ROI demonstrated for all brands

 

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