CUSTOMER SUCCESS STORY: BOSCH - Sales Promotion - Vertikom Sales
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CUSTOMER SUCCESS STORY:
BOSCH
Sales Promotion
ABOUT ROBERT BOSCH POWER TOOLS
Robert Bosch Power Tools GmbH, a business division of the Bosch Group, is an internationally leading
provider of power tools, power tool accessories, and measuring technology.
Bosch innovation makes work easier – that‘s the claim that Bosch Power Tools aims to fulfill in both the
professional and the DIY spheres. The company employs around 19,000 people at 37 locations in 17
countries.
REQUIREMENT
Long-term promotional activities via the classic channels, such as DIY and construction stores, with the
aim of continually increasing sales. The focus of our customer BOSCH lies on technically savvy and
specially trained staff deployed in the various markets.
ANALYSIS
In order to develop a promotional concept, we analyzed various different areas in advance: The shop-
in-shop areas were clustered, market research results were gathered for DIY stores, and information
collected on the competition. In addition, a requirement profile was created for a Sales Promoter and
a full promotion day planned.
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INFORMATION ON A BOSCH REQUIREMENT PROFILE FOR A SIS PROMOTER:
• Experience selling products that need explanation
• Manual skill and understanding of technology
• Sense for sales-boosting product presentation
• Independent, results-oriented way of working and marked communication skills, including
actively approaching potential customers
• Orientation towards the needs of the customer and, drawing on that, recommendation for the
ideal choice of device, plus observation of the market-specific special/exclusive models and
current campaigns
• Upkeep of the Bosch presentation areas – maintenance of the samples and exchange of
placements
• Support for stores with goods arrangement
• Knowledge transfer to store employees (products and campaigns)
• Qualification: Knowledge test and suitability for the DIY area (see Recruiting)
INFORMATION ON A CLASSIC RECRUITMENT PROCESS
1. Stock pool is controlled and managed by the BOSCH project team
2. Our recruitment team is informed of any vacant positions
3. Our recruitment measures, such as placing advertisements, attending roadshows at
universities, supplying recommendations about our external staff and promoters, and search
inquiries via our social media channels, are implemented immediately through our ten-person
recruitment center
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4. All applicants/promoters get confirmation of receipt of their application and are incorporated
into our own „VERTIKOM OS“ tool, which was developed in house.
5. After the successful registration and testing of the applicant (promoter/service provider), the
recruitment team can carry out an initial „casting“.
6. In the casting, the recruitment team presents the current projects and then asks the promoter
about his or her experience in the area of DIY, sales promotion, training, and merchandising.
Commercial data is then requested if this is not yet on file. All data and results are entered and
uploaded in our VERTIKOM OS tool for more meaningful analysis.
7. Other factors for a successfully executed casting include: simulated sales discussions,
personality test, explanations of motivation and product knowledge test. We carry out all tests
both online and offline.
8. Following successful participation in all measures, the promoter is transferred to the relevant
internal project manager for one or more projects and prepared for deployment. For new
promoters, Bosch offers regular 3.5-day information events, which can be attended once
before starting an initial assignment. This event takes place directly at Robert Bosch GmbH in
Leinfelden. What‘s more, information events on new products are generally offered and held
once a year.
9. felden an, die vor Beginn der Einsätze einmalig besucht werden. Zudem finden regelmäßig
Kurse zu neuen Produkten in den agentureigenen Trainingsräumen (13 Standorte DACH-weit)
statt.
INFORMATION ON A CLASSIC BOSCH PROMOTION DAY:
1. Arrival at the place of deployment in campaign clothes and with name badge
2. Punctual online check-in with our VERTIKOM-APP
3. Register at the information desk of the place of deployment
4. Give notice of break times
5. Check the goods stock – where required, report to field service
6. Focus devices and equipment: Review placement
7. Check the POS material
8. During the day, create several photos for documentation
9. At the end of the assignment: Input the sales figures, fill in reports, verification through the
store and transfer to VERTIKOM Sales
10. Clear the presentation area and inform the store that the deployment is ending
TASK
The primary goal is a quantitatively measurable increase in sales of Bosch green power tools among
customers/users. The secondary goal is the resulting quantitatively measurable increase in additional
turnover through the retailer due to an increase in brand awareness.
Beyond this, the focus is on the upkeep, visualization and optimization of the SIS areas in order to
ensure flawless and appealing product presentation at the POS. In addition, the end customer has
Page 3 / 4the opportunity to test the devices, under supervision, depending on the circumstances in the store.
These product demonstrations take place in various product categories.
SUCCESS
• Increase in sell-out with the consumer promotion of 110.7% since the start of the promotion and
ongoing improvement in the quality of advice
• Ongoing know-how transfer to the store employees
• Care and optimization of the SIS areas at the POS thanks to more than 4,700 successful
deployment days
• „2016 was the most successful year in the history of Bosch Power Tools,“ says Henning von
Boxberg, CEO of Robert Bosch Power Tools GmbH – and we were able to make a big contribution
to this.
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