Launch of “The Mister” by E L James in Sainsbury’s
Results
Average compliance achieved
Number of Products merchandised
Additional results
Overall compliance for setting up the title across all ranged areas in store was finalised at 92%, and a high Chart compliance of 95% was achieved
An eXPD8 influence of 50% was achieved overall
Just under 10,000 copies of The Mister were merchandised during the launch activity, with all stores being visited on day 1 of launch
Our response
Detailed briefs were created ahead of the launch at Central Office. These included instructions of the set-up, along with Planograms and imagery of the new POS which was to be sited on both the Book Club Shipper and the SS2 to promote the new title
Regular communication between eXPD8 and the client in the run up to the campaign to ensure all information was present and correct
During the launch, we received some reports that the new Headers for the Book Club Shipper had not yet been received in store. Merchandisers liaised with stores to make them aware of the issue, resolving where possible during our time in
Client
JS Entertainment
Brief
Our task was to support to the Sainsbury’s Entertainment department during the launch of E L James’ new title The Mister.
Copies of the book were to be featured on the Books Chart, the Book Club Shipper and the SS2 Unit
