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Go Back        Management tutorial plans in retail

Pathner: Chamber of Commerce of Castellón (Spain).
 
Date of celebration: July - October 2012
 
Brief Description: The aim is to help the SMEs retailers to improve their competitiveness by a personalized monitoring and coaching assistance in retail marketing focus on one of these 4 areas:
  • Shop windows.
  • Promotion.
  • Surface management.
  • In-store display management.
 
Number of SMEs: Involved: 20
Trained: 20
Diagnostics: 20
Innovation activities: 20
Transference of good practices: 80
 
Type of innovation: Marketing
Organisational
 
Methodology:
  1. The auditor visits the retailer and gathers data and information from the business and from the Point of Purchase (PoP) making an Initial Quantitative Valuation.
  2. The auditor elaborates an Action Plan and releases it to the retailer and to CCI Castellón.
  3. The retailer executes the actions. The auditor visits 2 more times the shop and checks how the Action Plan is being executed. During this period there is a permanent support via phone or/and e-mail.
  4. When the actions are done, the auditor visits again the retailer and gathers more data and information.
  5. The auditor makes a diagnosis and elaborates a personalized Final Valuation, and releases it to the retailer and to CCI Castellón.
  6. The auditor also releases to CCI Castellón a Working Paper with a global diagnosis.



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