News » Apr 10 - Sony 2012 Launch
Apr 10 - Sony 2012 Launch
News Releases 2010 March 2010 Launch Collaboration Delivers Record Sales Results Sony Pictures’ DVD and Blu-Ray release of 2012 in Sainsbury’s on 29th March 2010 achieved unprecedented success, with sales exceeding 96k units of the DVD and 11k units of Blu-Ray. This stunning week one result in both DVD and Blu-Ray was achieved by a high degree of focus and collaboration between Sainsbury’s, Sony and the eXPD8’s merchandising team. eXPD8 Field Marketing Agency supported the product launch in 551 Sainsbury’s stores nationwide, with the objective of maximising first week sales through pre-release awareness, display compliance and regular product merchandising to ensure stock availability. One week prior to the launch, eXPD8 display representatives’ setup specially made promotional standees in stores to advertise the title and its release date. On the day of the launch, free standing displays units and checkout units, along with the regular chart and promotion sections across stores were setup and merchandised with stock by eXPD8 staff. All 551 Sainsbury’s stores were setup by 10am, with compliance and analysis data, including photos of all fixtures, immediately available for Sony Pictures to view via eXPD8’s integrated web based system. eXPD8 employees then revisited stores throughout the week to replenish stock levels. The market shares of 25% and 11% were achieved respectively for DVD and Blu-ray, which was a record breaking result for a launch of this scale in Sainsbury’s, with Sainsbury being the number 1 retailer of the 2012 DVD. Lee Walker of Sony Pictures said, “A truly stunning week one result on 2012, by far and away the stand-out performance was Sainsbury’s which obviously has had a huge impact on our market number, demonstrating how a close collaborative approach to execution can really pay off and we'll be using it as a benchmark to build on going forward.” eXPD8 Director Mark Thurgood observed “Critical to the success was the high degree of compliance in store, the exceptional quality of eXPD8’s timely reporting and feedback allowing any issues to be promptly addressed, as well as the engagement with store colleagues”. The results prove that eXPD8’s mission of “delivering service excellence, first time every time” on behalf of its clients, is truly translated into actions.
Click for more information about the full range of retail support services that eXPD8 can fit into your field marketing campaign.
