Driving Cosmetics Excellence for Morrisons

Client:
Morrisons

Brief:
Morrisons needed a partner to take over the replenishment and general maintenance of their Cosmetics fixtures across the estate. This included attending stores weekly to locate and merchandise deliveries, work back stock, and place product orders via the in-store system. The goal was to improve availability on the shop floor and drive an increase in year-on-year sales figures. During promotional periods (every 6-8 weeks), the client required us to manage the removal and replacement of all promotional POS. This involved liaising with the Brands and POS management companies to arrange logistics, coordinating with our distribution partner, and managing the timing and full rollout of POS to all merchandisers. The client also required support with NPD range changes and fixture updates for brands including L’Oréal, Coty, and Badgequo (Maybelline, Max Factor, Rimmel, Sally Hansen, and Technic). Our role was to ensure this process ran smoothly from start to finish by coordinating manufacturer visits to test fixture kits, organising time trials in-store, and providing full set-up training for field teams. Finally, the client requested close collaboration to analyse sales data, action rapid remits, and ensure full estate visibility via a data-driven dashboard and image bank.

Our response:

This has been a successful and ongoing activity, providing detailed weekly data and invaluable store feedback. To achieve the best results, we began by conducting an in-store fixture audit, delivering instant visibility that was previously unavailable to the Category Managers.

As with any new account, challenges arose, including in-store issues such as stock ordering, damaged fixtures, and distribution inconsistencies. By working closely with the Category Buyer, we resolved these problems on a store-by-store basis, using our in-store presence and category expertise to provide tailored solutions.

The results speak for themselves: increased availability, growth in year-on-year sales, and satisfaction from both the Brands and the Retailer, who are delighted with the progress made so far.