Timed to coincide with an important on-board promotion with Qantas International flights, Cumulus Wines launched two product lines into BWS stores nationally. The joint promotion enabled travellers to continue the enjoyment of the wine in-flight back in Australia.

Staffing’s ongoing solution has supported this promotion through a highly effective merchandising schedule that has maintained consistently high compliance rates as well as positively impacting on sales figures across the board.

the challenge

The Australian wine industry is an exceptionally competitive marketplace and brand loyalty, exposure and product placement is fiercely contested. Cumulus Wines needed a professional merchandising solution to maximise their partnership investment with Australia’s national airline, Qantas.

The wine strategy focused on a joint promotion with international travellers having the opportunity to experience the “Rolling” wines in-flight, and extend that brand relationship back in Australia with a voucher redemption program at BWS stores nationally.

Cumulus Wines’ merchandising campaign needed to be timed accurately and in conjunction with the wider in-flight activity and advertising  strategy. Too early and the wines would sit on the shelves unsupported and unnoticed, too late and the poor customer experience would damage the brand.

Aware of Staffing's national capabilities, Cumulus Wines was confident that this experienced generalist staffing provider was the right choice to take responsibility for the nationwide merchandising.

staffing's solution

Speed to market for Cumulus was essential. After extensive product knowledge training, Staffing’s team of expert merchandisers hit the streets to coincide with the launch of the wines on Qantas and the   delivery in-store.

Now, as part of this ongoing campaign, Staffing’s merchandising team are regularly visiting over 400+ BWS stores per month, up-selling the joint promotion to Store Managers to ensure sales figures are exceptionally high as well as conducting audits and product upkeep & placement.

Armed with essential feedback on consumers’ brand perception and store compliance, Cumulus Wines were able to make informed decisions on the current strategy, develop tactics for future campaigns and, with our expertise and experience nationally, further enhance the brand exposure through targeted wine tasting evenings.