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Driving excellence at IBA The Instore Excellence Program will continue to deliver great successes for ALM’s network of IBA stores this season. Spring has sprung at Independent Brands Australia (IBA) with
in-store to maximise the return on promotional investment,” said
bursts of marketing activity for an Instore Excellence Program (IEP).
Simon Cleave, National Category Manager at ALM.
Designed to drive sales conversion in-store, the program supports
The spring launch is jam packed full of exciting activity, supporting
key selling periods through a convenient display space. The ‘one-stop
supplier partners and retailers. It kicks off with a Father’s Day campaign
shop’ display makes shopping the hottest offers easier for customers,
- for The Bottle-O, this aligns with the brand campaign ‘Good Value,’
which means more sales for stores.
with POS material on displays focusing on good value gifts, for good
There are a range of display solutions on offer to suit the store needs of each member. This includes small, medium and large
value dads. Meanwhile, the Cellarbations approach focuses on ‘Good Shouts,’ shouting dad his favourite drinks for Father’s Day.
modular units, or the option to utilise an existing gondola end. All
Footy Finals follows suit with the displays sporting ‘good value booze,
displays are supported with POS material that is rotated monthly
for good value fans,’ showcasing good value fans from all different
over the program period and elevates key shopping occasions.
walks of life cheering on their teams. Josh Gaudry, General Manager
The opt in program rewards retailers with increased incremental sales, additional retailer incentives, and has seen almost half of the
Marketing at ALM, added: “We’re rooting for the team our adorable Yia Yia (grandmother) is cheering on!”
IBA network across IGA Liquor, Cellarbrations, The Bottle-O and
Commenting on the program, Gaudry said: “In marketing, our
Porters stores sign up. Members are experiencing an average of +20 per
way of Championing Successful Independents is to make raving fans
cent increase in sales during the program period – success all round.
of our brands. We literally wake up each day and try to think of ways
“The Instore Excellence Program running in IBA retail stores
to drive foot traffic to our stores.
is a true win/win/win. For shoppers, it is putting stock weight of
“The in-store excellence program is a brilliant initiative that
promoted lines that represent true value right in front of them in-
not only serves the needs of shoppers in making our stores more
store. For retailers, it is driving increased sales of our main promoted
shoppable, but has the added benefit of meeting the needs of our
lines, and enhancing our value with shoppers (whilst being rewarded
valuable suppliers and retail members – a true three way win!”
with additional rebates). For suppliers, it is amplifying existing
This blast of in-store activity paves the way into the busiest season
promotions that are called out in ATL media and external store
of the year for IBA – Christmas, where shoppers can enjoy an ease
poster boards, with great stock weight and off-location display
of shopping and fabulous gifting ideas.
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September 2022 | 35