ICE
ICE is a new service from REL.
The convenience market presents a significant growth opportunity for many brands. The sheer size in both value and store numbers offers both new sales potential and enormous consumer/shopper reach as well as an attractive alternative to the demands of the multiple grocery environment.
With £29 billion in sales and a growth rate that is beating the multiples(+6% source IGD) it’s an attractive sector. However once you consider that the number of stores exceeds 40,000 it becomes more of a challenge for brands, especially when the complexity of the convenience sector route to market is also considered.
ICE offers a realistic solution and helps brands to answer the 3 key questions-Where? What? And How?
REL have developed a sophisticated stores database of 35,000 high value outlets that have been identified and profiled through a combination of field visits, telemarketing contact and direct marketing communications. The database is kept up to date and contains accurate contact details, records category and product information, propensity to take deals, responsiveness to direct mail and telesales approaches as well as preferred supply choices.
Combining this database tool with ACORN consumer data and other territory mapping capabilities enables REL to advise brands on where to focus investments and using its knowledge of the trade segments and retail groups work together to create optimal channel strategies and POP programming. Then using combinations of field-force, telemarketing and direct marketing REL can help brands to ‘unlock their potential at the Convenience Point of Purchase’ in the most efficient and effective way.
Tim Butterill: 07827 083069
Alex Robinson: 07824 836474
REL Switchboard: 01344 418383
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