Launch Day Merchandising For Lego Star Wars: The Force Awakens Game
Results
Average compliance achieved
Number of Products merchandised
Number of Stores visited
% set-ups/visits completed
Our response
190 Talk-Up visits were carried out initially to engage stores with this exciting Warner product. Our merchandisers shared product trailers with staff, set up pre-awareness POS and agreed the set up of Theatrical POS ahead of launch day
98 POS check visits took place the week before launch. These were bolted on to other eXPD8 activities to halve cost for the client
As a consequence of pre-launch activity, compliance reached 100% for 2 key Theatrical priorities including a Theatrical Archway in Asda and a Theatrical Standee in Sainsbury’s
On launch day 1,392 store visits were carried out across 9 different retail chains
Overall compliance on launch day reached 85% across the 9 retail chains, exceeding 90% in Asda and Sainsbury’s - a great result considering the combined challenges presented by a game launch and a mid-week launch
373 stores received replenishment visits in the second half of the launch week to ensure the title was well stocked and POS remained sited throughout the title’s opening weekend. The replenishment visits included 100 visits planned and executed within two days of the initial launch, to re-visit and convert 100 of the most challenging stores from launch day
Client
Warner Bros.
Brief
To Launch Warner’s LEGO Star Wars: The Force Awakens, ensuring all product and POS is displayed in all agreed locations to maximise sales
