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CASE STUDY

Convenience Store Chain Case Study: Promotional Campaign Time to Market Cut From 60 Days to 12

Drummond partners with retail businesses to find the optimal solution to the challenge in front of them, applying our team’s extensive experience and leading-edge technology to build the best possible process — no matter how complex.

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The challenge

Drummond partnered with a regional retail gas and convenience store chain operating 75 stores across its Northern and Southern divisions.

It is a genuinely complicated fulfillment operation. Stores in the chain have different food offerings and different gas pump designs, and each store has a different number of windows, trash cans, and other point-of-sale and display opportunities. The chain was running monthly in-store campaigns off a highly complicated spreadsheet that required intimate knowledge of store operations and internal tribal knowledge to execute.

That method is prone to human oversight and error, and errors meant re-ships and wasted promotional marketing.

Key challenges:

  • An inefficient ordering process for promotional display items requiring a large number of labor hours
  • Wasteful spending on incorrect and incomplete orders
  • A time-consuming, labor-intensive tracking system

The solution

Drummond deployed its Wavelength Retail Store profile system, built for the most complicated client requirements. Wavelength delivers instant accountability and oversight for corporate in a store-level solution. Store managers gained more control over marketing materials, reducing waste and errors, and Wavelength enforces compliance of marketing materials at store level — giving corporate the ability to provide proof of execution to its supplier base.

With Wavelength in place, stores can:

  • Streamline the process to plan, order, and receive promotional display items
  • Give suppliers and vendors more control and accuracy in purchasing marketing and promotional store assets
  • Push control to store level to reduce waste and errors
  • Drive long-term savings
  • Increase revenue through reduced service times
  • Increase time available to sell promotions to vendors
  • Increase same-store sales
  • Reduce flowtime

The results

The chain reduced its time to market for promotions from 60 days to 12 days. That increase in speed lets corporate marketing push more relevant products and promotions at the individual store level, while reducing wasted promotions and labor hours.

Reimagine

Drummond prides itself on Wavelength and on solutions that make the most complicated requirements manageable — delivering speed to market, reduction of waste, and in-store compliance. Whatever your marketing challenge, we want to hear about it.

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