We were entrusted with the launch of Richard Osman’s highly anticipated novel The Last Devil to Die, the fourth instalment in the record-breaking Thursday Murder Club series. With immense demand for the release, ensuring maximum visibility and a smooth execution was essential to drive strong early sales.
The Challenge
The objective was clear: execute a high-impact rollout of the hardback release across 500 retail locations. Our primary focus was to create a compelling front-of-store presence with engaging displays, ensuring the book gained prime positioning and captured consumer attention from day one.
To achieve this, we needed to:
- Stock the book in the general books range with ‘Out Now’ shelf talkers.
- Build and site branded free-standing display units (FSDUs) across 500 stores, with 364 locations receiving one unit and 136 receiving two.
- Ensure displays remained well-stocked with four additional replenishment visits over two weeks post-launch.
- Meet a strict go-live deadline on the morning of launch, aligning with the national release.
The Execution
Precision Planning & Team Readiness
Collaboration was key. eXPD8’s Account Management team worked closely with the client to finalise merchandising briefs and field team instructions well in advance. Stock deliveries were tracked meticulously to ensure availability, and merchandisers were briefed on this high-priority launch.
Display Set-Up & In-Store Execution
Display units were scheduled for delivery ahead of launch day, allowing our team to locate and pre-build them where possible. Merchandisers liaised with store staff, verified proof of delivery, and safeguarded stock until launch morning.
Launch Day Impact
On the day of launch, our merchandisers hit the ground running. By 9 AM, they had:
- Built and sited the FSDUs, ensuring stock was evenly distributed across display and range space.
- Printed and placed SEL price tickets.
- Completed in-store call questions and submitted photographic proof of execution.
Live reporting at 10 AM and 12 PM provided the client with real-time insights, highlighting progress and any arising challenges.
Results & Impact
Our structured and proactive approach yielded outstanding results:
- Over 540 in-store hours were delivered on launch day, with a total of 940 hours including replenishment visits.
- Two live reports were shared with the client by midday on launch day, with a final report submitted on day two.
- The Last Devil to Die became the fastest-selling British hardback novel in history, shifting 146,919 copies in just one week and reaching #1 in the UK Official Top 50.
- It also became the fastest-selling hardback fiction title by a British author since records began.
- Reflecting on this phenomenal success, Richard Osman himself shared: “All I can say is an enormous thank you to readers and to booksellers. I am absolutely blown away by the news, and I need to have a sit down now.”
This campaign was a testament to the power of effective planning, clear communication, and agile problem-solving. By working collaboratively with our client and publishing partners, we delivered an impactful, sales-driving launch—proving once again that when it comes to retail execution, we get it right first time.
