Merchandising for SumUp: visibility and growth in the Benelux
Headquartered in Berlin, SumUp’s ambition was to quickly and efficiently establish its mobile payment terminals in the Benelux region. This required a local presence: products not only had to arrive in stores on time but also be presented correctly and supported by clear information. Hamilton Bright was enlisted to manage this merchandising and execution process.
The challenge: visibility without a local presence
SumUp wanted to build brand awareness in the Benelux region quickly. How do you ensure your products are presented correctly in hundreds of stores without a dedicated local field organization? Without a local field team, it was difficult to get products on the shelves correctly, deploy POS materials, and support store staff with product knowledge. They needed a partner with market knowledge and long-term relationships with retailers.
What SumUp wanted to achieve
- Increase brand awareness in the Benelux
- Transfer product knowledge to store personnel
- Properly position promotional materials and displays on the shop floor
- Logistical support for POS material rollout
- Real-time insight into results and optimization opportunities
Our approach: service merchandisers and structural support
Hamilton Bright deployed a team of Service Merchandisers who visited fixed retail locations. Their work included:
- Organizing shelves according to an optimal planogram
- Inserting correct (electronic) price tags
- Ordering products and managing inventory
- Mirroring and optimizing product presentations
- Strategically positioning promotions and second placements
- Monitoring shelf share
In addition, the partnership was expanded to include real-time reporting, sales promoters during peak periods, shop-in-shops, and training for store associates. This gave SumUp control over execution and the ability to immediately monitor and improve results.
The result: structural visibility in the Benelux
- 800 store visits per month
- Expansion of the collaboration: in addition to merchandising also promoters, shop-in-shops and training
- Real-time reporting
- A total concept for growth: SumUp benefits from local knowledge, structure and capacity
A shopping opportunity that gives entrepreneurs confidence
A business owner looking for a payment solution wants certainty. Thanks to well-organized shelves, clear displays, and well-informed store staff, SumUp achieved the desired visibility and certainty for consumers. In that one decisive shopping moment, interest turns into choice, and choice into a purchase that helps businesses move forward.
“How great is it that by combining our services, we can offer SumUp a complete package? We always try to find a suitable solution for virtually every challenge our customers face. That’s what makes the job so rewarding!”
Drazen Stevanovic, Account Manager
Increase the visibility of your brand
With smart merchandising and a strong in-store strategy, we ensure brands are not only present but also chosen. Discover what Hamilton Bright can do for your brand in the Benelux.