RPC offers us a smart, interesting partnership in targeting the UK retail channel. They have established themselves as key players in retail promotion throughout the years and thanks to their excellent knowledge of the ICT industry, they can offer us a very flexible, scalable and focussed approach.

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Kaspersky (Retail) Tactical - Messaging & Compliance

Client Brief

As part of a strategy to broaden its retail presence in the UK, Kaspersky partnered with Carphone Warehouse (CPW) to develop its software security sales in over 800 CPW stores. Recognising how important this activity was, Kaspersky selected RPC to ensure that this key sales initiative got off to the best possible start.

With a national roll out across 816 Carphone Warehouse (CPW) stores, Kaspersky needed to ensure that participating stores were correctly implementing Point of Sale (POS) displays and that staff at all levels were messaged and trained on the brand and how to best sell security products.

Achieving ‘buy-in’ from Store Managers and staff was also seen as critical to the activity with Kaspersky being new to the store and security solution category.

Activity

To ensure maximum impact and ROI throughout CPW this activity needed to be undertaken within a short timeframe. RPC covered all of the stores within 8 days.

Skilled logistical planning and support from RPC ensured the team of Regional Sales Developers were given a comprehensive daily routing schedule to ensure all stores were covered. At store, the RSDs (as representatives of Kaspersky) would introduce the Kaspersky brand and offer to the store teams. They would also start to develop the key store relationships to ensure that key messaging and training could take place and intelligent feedback could be gathered.

If POS was not apparent the team would rectify this or immediately feedback reasons why it could not be done to HQ. Where necessary FSDU’s were built and fully stocked.

If POS was not apparent the team would rectify this or immediately feedback reasons why it could not be done to HQ and ensure it was fully implemented.

Outcome

This activity allowed Kaspersky to gain a detailed insight into the rollout of their promotion and ensure it was fully implemented.

As part of the activity over 2,500 CPW staff were trained and messaged.

The ROI on this activity was significant. Not only did the activity help Kaspersky increase sales, but the activity also highlighted some significant issues with the delivery of POS.

Client Overview

Founded in 1997, Kaspersky Lab is an international security solutions provider. The company currently works in more than 100 countries and Kaspersky technologies provide protection for over 250 million users worldwide.