The Challenge

To supply over 800 Greene King Public houses with Point of Sale (POS), Point of Purchase (POP) and promotional materials. These are to be delivered in line with seasonal campaign launches such as the Rugby World Cup, new product promotions or the introduction of new Winter Menus.

Greene King has a requirement for complex kitting of variable items and quantities providing each house with a bespoke marketing pack that is tailored to their individual needs based on a matrix of factors. The contents of a marketing kit are dependent on factors such as size of venue, wet stock turnover and the provision of smoking facilities.

The Solution

A designated and site based Account Manager at iForce liaises daily with Greene King and relevant printing and creative agencies. Our proactive approach allows us to offer a complete solution, co-ordinating kitting work around timings for inbound product and the final in house deadline. We achieve this by offering a flexible resource to accommodate seasonal peaks of order volumes whilst keeping operational costs to a minimum.

The Results

Our dynamic working partnership allows us to manage multiple promotional activities simultaneously, meeting and exceeding service levels whilst driving down cost.

Greene King has seen a dramatic 70% decrease in occupancy costs in 2007. iForce has achieved this by supplying Greene King with business intelligence, identifying slow moving or expired promotional stock. This allows for a more responsive stock holding and therefore an optimum operation without jeopardising campaign deadlines.

Since 2002 iForce has provided Greene King with an outstanding POS logistics service, consistently driving down costs through process re-engineering and providing flexibility to support our multitude of campaign dates throughout the year.

Our dedicated Account Manager ensures inbound deliveries from our suppliers are timed to meet campaign deadlines. She works proactively to reduce our overall costs through inventory control, carrier management and operational efficiencies. We like the way we work together – it is a true partnership! (Sarah Goodchild, Assistant Brand Manager, November 2007)