Bosch Benelux and WFM People Benelux extend their collaboration
For the next three years, Bosch Power Tools Benelux will outsource all of their sales, merchandising and promotional activities for their Power Tools division to WFM People.
Since the start of our collaboration in 2002, WFM People has handled all the servicing for the benefit of DIY and the specialist trade for Bosch. Based on the results, both parties have agreed to continue this collaboration for the Netherlands and Belgium.
An essential part of that collaboration is deployment of personnel and logistical elaboration by WFM People for the Shop-in-Shop concept developed by Bosch within the DIY channel. From staffed sales points, shoppers are provided with professional advice and Bosch products are demonstrated on the spot. The Shop-in-Shop concept has proven to contribute substantially to sales of innovative products by Bosch.
In addition to Shop-in-Shop activities, Bosch contracted WFM People to handle the placement of POS materials, the execution of shelf designs for the specialist trade & DIY along with trade fair demonstrations. Logistical servicing, which includes warehousing, is coordinated from the WFM People logistical centre in Amersfoort for all activities.
Success Formula
Bosch applies the Shop-in-Shop principle in various large DIY shops throughout the country.
This sub-shop is located next to the regular electrical appliances shelf. By offering a clear product overview (designs), ensuring additional attention value (POS material placement) and direct explanation and demonstration of products (promotion), sales of Bosch products are actively promoted. Home improvement chains such as Praxis, Gamma, Hornbach and Formido, and various independent specialist trades, have made shop-floor surface available for this. The shops are constructed by WFM People merchandisers and staffed by WFM People promoters.
Initial shop start-up began in April 2004 and currently there are about 100 shops in the Benelux. This has yielded the desired result; in most cases, the (additional) turnover objective has been broadly exceeded.