Visual Merchandising Consultancy For Rosie Cosmetics
Number of Stores visited
% set-ups/visits completed
All 296 stores across the 3 phases were visited and the set-up was completed in accordance with the schedule.
All fixtures arrived in the right store on time, and were located and deployed in the agreed location on the shop floor.
100% of set ups/visits completed
The Sales plan was beaten by an astonishing 52% in the first 6 weeks.
An article in Beauty News shortly after the launch stated “The cosmetics join two fragrances in the Rosie For Autograph range which started as a line of lingerie and has since expanded into lounge wear and perfume. Marks and Spencer says that the brand has become “an all-time bestseller” in its stores.”
eXPD8 carried out a trial set-up within M&S with their Visual Merchandising team prior to launch.
Store were mapped and a merchandising team with significant prior experience was identified and scheduled to store through the eXPD8 scheduling application “WIXXY”, and this information was shared with stores.
A relationship was developed with the M&S Commercial Managers and key Beauty Colleagues in M&S Central Office, by sharing information and providing updates in relation to the roll-out.
A training video and briefing pack were created and disseminated seamlessly to the Field through the tablet management system to ensure that the client’s requirements were clear.
A timed trial was completed in a local M&S store to ensure that the brief, reporting and imagery was clear and concise prior to launch.
To have the greatest possible impact, the campaign was conducted in 3 phases starting with 122 “Concept” stores (i.e. the largest) including 6am starts within the flagship stores, followed by 99 “Beauty lite” stores and finally, a more basic set-up in 75 core stores.
The fixture back panels and header and footer plates were sited alongside cassettes and testers.
The fixtures were merchandised with stock to planogram.
Marks & Spencer Beauty
In January 2016 Rosie Huntington-Whiteley, a world renowned English model launched her own make-up range ‘Rosie’ in Marks & Spencer. We were in stores nationwide to set up the fixtures; ensuring all elements of the kit, stock and POS were set up in time and correctly for the launch.
Jason Green, Global Head of Visual Marketing for Beauty said “The BEST launch of cosmetics we have delivered which was well planned with the M&S team.”