Merchandising and field sales for Unilever: visibility in the supermarket

In retail, every meter of shelf space and every touchpoint counts. For Unilever, with over 40 leading brands in the Netherlands, it’s all about visibility, speed, and flexibility. For 13 years, Hamilton Bright has provided in-store support to ensure brands like Dove, Robijn, and Knorr are presented optimally.

Unilever aimed to secure its position as a market leader within a constantly evolving retail environment. How do you ensure your brands stand out every single day among dozens of competitors? How do you make shelf layouts flexible enough to respond immediately to seasons, promotions, and new product launches? And how do you ensure the teams executing this remain efficient and sustainably motivated? This was the challenge Unilever brought to Hamilton Bright.

• Increased visibility of leading brands in supermarkets
• Structurally higher turnover through second placements and promotions
• Flexibility and speed during shelf resets and seasonal transitions
• Sustainable partnership with well-trained and motivated teams

Hamilton Bright deployed an integrated team that serves as the essential link between Unilever and the shop floor:

• Field sales: 19 representatives realize activations and displays, promote second placements, and propose cross-selling ideas. Using On-Shelf Availability (OSA) and distribution analyses, they advise on promotional materials and ensure Unilever’s brands secure the right shelf positions.
• Merchandising: 19 merchandisers visit hundreds of supermarkets weekly to ensure shelves are stocked and attractively presented.
• Shelf layout: 19 specialists execute thousands of resets annually, tailored to seasons and consumer behavior. From soup in the winter to BBQ sauces in the summer: the timing is always perfect.

The strength lies not only in the numbers, but in the people. Our teams are well-trained and motivated, receiving daily support from coaches and managers who monitor quality and results.

A supermarket visitor decides in a matter of seconds. Our teams ensure that Unilever’s brands stand out at that crucial moment: with fully stocked shelves, strategic second placements, and a presentation that inspires confidence. This turns a moment of doubt into a moment of purchase.

“Our partnership with Hamilton Bright is built on a shared vision: to be the best field force in the industry and the most rewarding employer and client to work with. Together, we strive for perfect execution and job satisfaction, continuously strengthening and inspiring one another.”

— Hester Visser, Field Sales Lead Inhome Unilever

With field sales, merchandising, and retail shelf services, we ensure that brands are not only present but chosen. Discover how Hamilton Bright transforms retail execution into lasting brand preference and schedule a consultation today.