AlEn USA Retail Merchandising

Case Story #3

Challenge

AlEn has been a leading manufacturer of cleaning products in Mexico for the last 70 years and continues to grow and innovate.  They expanded into the North American market to bring their robust product offering to U.S. Hispanics almost 10 years ago and enjoy a well grounded brand recognition among Mexican consumers.  The competition in this category is strong and as they expand and grown in the U.S. and they are challenged, like many brands, with maintaining and expanding their shelf space. The challenge over the last six years has been to protect their shelf real estate as well as support new products and promotions while working together to build the brand loyalty with U.S. Hispanic consumers.  

Solution

Leveraging on this client’s nature of innovation, we created a dedicated field team to work hand in hand with sales and retailers to support and increase product distribution.  The dedicated team tasked with maintaining shelves, displays and working hand in hand with stores for new product cut ins and serve as extra sales floor support to our valued retail customers.    These field teams also support consumer promotions and education programs.

Result

This ongoing program has yielded impressive results over the last six years.  The team has completed over 150,000 merchandising stops resulting in impressive shelf growth, increased distribution, millions of dollars worth of additional product placement, increased sales and the cultivation of retailer relationships where the brand and the stores have a solid collaborative relationship.

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