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POSM Umbrella Marketing Group

This document discusses an outsourcing partner's experience in point-of-sale management. It offers analysis of customer experience, prototyping of POS materials, and a dedicated web and mobile platform for ordering. The partner has extensive experience across Europe and emerging markets, and specializes in standardizing product displays. It conducts research to optimize the customer shopping experience and design customized POS solutions.

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OUTSOURCING PARTNER IN POSM MANAGEMENT E X P E R I E N C E D
umbrella-mg.com 2 TA B L E O F C O N T E N T What do we offer Our strength Our worldwide experience We are specialists in standardization of exposition Main features of the project The way we see the project Clients shopper experience POSM’s prototypes and production Dedicated web platform and mobile application Quality control 3 4 5 6 7 8 10 11 12 14
umbrella-mg.com 3 W H AT D O W E O F F E R1 01 Analysis of shopper experience and optimalization of POSM arrangement. 02 Preparation of POSM prototypes basing on the results of research conducted on clients and distributor’s needs. 03 Dedicated web platform to manage orders of POSM. 04 Centralized management of buying processes, complaints and installation services in many countries. 05 Cost optimization by changing purchase of displays to the status of a marketing service. 06 Analysis based on sales reports per retailer. 07 Reports including proper arrangement, technical condition and presence of products on POSM.
umbrella-mg.com 4 Taking care of our cooperation we adapt our resources to your needs. Our specialists are prepared to communicate in following languages: We specialize in integrated marketing. Our strength is a mix of dedicated, strongly customized solutions we successfully implement four our clients. Integration of marketing tools for us means thinking not about competencies of our specialists, but first of all about the market effectiveness itself. We deeply research the conditions of the market environment not only for its better understanding but also for taking actions that will meet your objectives or goals. B u l g a r i a n , C z e c h , E n g l i s h , F r e n c h , G e o r g i a n , G e r m a n , H u n g a r i a n , I t a l i a n , R o m a n i a n , R u s s i a n , S l o v a k , S p a n i s h a n d U k r a i n i a n . W E H A V E E X T E N S I V E E X P E R I E N C E I N I N T E G R A T I N G T H E A C T I V I T I E S B A S E D O N : MARKETING INTELLIGENCE & ANALYSIS Preparation of sales reports and data analysis for planning dedicated actions. MARKETING SUPPORT [Strategy & Trade & BTL Marketing (Sales Support), Creation & Production] Sales support in term of creation of graphic design, carrying out of telemarketing and promotional actions. O U R S T R E N G T H2 4
umbrella-mg.com 5 Umbrella Marketing Group is a global network of marketing agencies based on crowdsourcing, offshoring and commercialization of knowledge. The company in Europe has been operating continuously for 13 years. Our team > 20 managers; > 200 clients (various global and strong regional brands). We are constantly developing our knowledge and exploring the integration of different marketing methods. We started the global development strategy last year, but for many years now we have been operating on both CEE and EMEA markets. O U R WO R L D W I D E E X P E R I N C E3 WHERE YOU CAN FIND US 5
umbrella-mg.com 6 W E A R E S P E C I A L I S T S I N S TA N DA R D I Z AT I O N O F E X P O S I T I O N 4 W e h a v e p r e p a r e d p r o j e c t s o f s t a n d a r d i z a t i o n o f e x p o s i t i o n f o r c l i e n t s s u c h a s : umbrella-mg.com 6
umbrella-mg.com 7 The most important goal of each standardization project is the Exposition of products and POSM adequate to the behavior of customers in various types of sales outlets and product range. DECISION TREE Brands strength and significance, exposition of complementary products, exact type of the product, salesman recommendation, investor, other elements influencing clients decisions … TYPES OF CONSUMERS BUYING DECISIONS Complex, impulsive, habitual, reasons behind the buying decisions, importance of clients sex (e.g. products color vs practical aspects) … THE WAY CUSTOMERS MOVE IN SALES POINT „Blank space”, area and arrangement of sales point, POSM’s clutter, good contact with the salesman, etc. Other: sales process – from behind the counter (products in warehouse) or products exposed to the client. M A I N F E AT U R E S O F T H E P RO J E C T5 01 02 03
umbrella-mg.com 8 Project of standardization of exposition consists of: S TA G E 0 1 Analysis of the current situation : workshop meetings with Klingspor employees and interviews with distributors and clients. GOAL: identification of distributors needs and analysis of clients behavior (shopping experience) in point of sale. S TA G E 0 2 Development of key displays visualization, defining the rules for their placement and coexistence at the point of sale. Selection of products and defining the rules of their exposure. Development of functional assumptions of the order management application. S TA G E 0 3 Development of production prototypes of all approved expositors. Programming of the order management application. T H E W AY W E S E E T H E P RO J E C T [1 of 2]6
umbrella-mg.com 9 S TAG E 0 5 ROLL-OUT ON THE ENTIRE DISTRIBUTION NETWORK Start an ongoing process of monitoring the efficiency of operations. Starting the process of auditing the technical condition and the ways of using the purchased expositors. S TA G E 0 6 Post-implementation analysis: • collecting comments from distributors, • analysis of the revenue and cost effectiveness of the changes introduced, • projects of new expositors. Project development outside the Poland. T H E W AY W E S E E T H E P RO J E C T [2 of 2]6 Project of standardization of exposition consists of: S TA G E 0 4 Test implementation of the entire system: • exposure rules, • new expositors, • an application for managing orders in a limited number of locations. Applying necessary corrections, scaling processes.
umbrella-mg.com 10 Analysis covers elements from: 1. the outside of the point of sale. 2. the inside of the point of sale, divided to the place and processes experience. 3. The first experience at the moment of entrance. Important elements, for example: Order of noticing of POSM’s determines their priority. Sectors from which expositors are visible are very important. C L I E N T S S H O P P E R E X P E R I E N C E A n a l y s i s o f c l i e n t s b e h a v i o r a s r e g a r d s t h e i r i n t e r a c t i o n s w i t h s a l e s p o i n t . INSIDE – THE SHOPPER OUTSIDE THE STORE INSIDE – THE EXPERIENCE AT THE DOOR 6.1
umbrella-mg.com 11 Expositors prototypes will be created by the best CEE Region specialists who combine design and customer experience in their works. We design and produce all types of POSM materials S T A N D S D I S P L A Y S L I G H T B O X E S S H E L F L I N E R S T O P P E R S I N F O K I O S K S … and many other types P O S M ’ S P ROTOT Y P E S A N D P RO D U C T I O N6.2 The creation of POS materials is a comprehensive service and involves the following: 1. IDEA DEVELOPMENT BASED ON RESEARCHES 2. DESIGN 3. PRODUCTION (PRINTING AND PRODUCT DEVELOPMENT) 4. DELIVERY
umbrella-mg.com 12 Webpage will be design to manage purchases of the POSM materials. It will allow the user to pick the products from the different categories of products (displays, promotional items, multimedia, promotional clothing, demo kits, branding kits) and order them for chosen destination. S H O R T D E S C R I P T I O N • Purchase of the branded POS products • Customization of the art work for the chosen POS products • Possibility to ask for the installation of the product at the chosen destination B AS I C F U N C T I O N S D E D I C AT E D W E B P L AT F O R M6.3 umbrella-mg.com
umbrella-mg.com 13 Orders for POSM management adjusted to all types of distributors (each group of distributors will have access to specified list of POSM’s). Access can be defined by variables such as: points of contact with expositor, planned budget, etc. Distributor will have direct access to the application and will be able to order all the needed materials himself. Application will assist and advise to make sure that distributor will choose the right solution. B A S I C F U N C T I O N S … A N D M O B I L E A P P L I C AT I O N6.3
umbrella-mg.com 14 EXAMPLES OF PICTURES FROM AUDIT OF POINTS OF SALE Our offer includes also maintenance of quality level and efficiency of POSM’s through constant control. Q UA L I T Y C O N T RO L6.4 R e s e a r c h
GRZEGORZ OSÓBKA, PhD tel.: +48 515 276 780 e-mail: g.osobka@umbrela.pl YOU'LL FIND ONLY S T RE NGT HS HERE CONTAC T ME ! Umbrella Marketing Group Sp. z o.o. Colorful Work Leonida Teligi 5/8 02-777 Warszawa tel.: +48 22 371 53 19 umbrela-mg.com