In-store Sampling Events Manual - WOWLink
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In-store Sampling Events Manual
Document Issued February 2020 Next Revision August 2020 Version Control 2.0 Reviewed By Field Support and Instore Events Manager Document Overview Document Owner Woolworths Instore Events Team Purpose The purpose of the In Store Sampling Events manual is to provide a comprehensive way of working within the in- store demonstration space and to provide the guidelines and terms and conditions associated with conducting a sampling or demonstration event within Woolworths stores across Australia. All demonstrators, agencies and suppliers are required to adhere to this document, and must sign and acknowledge the manual prior to any events being activated. Points of Contact In Store Events Team instoredemo@woolworths.com.au Hayley Lia Field Support and Instore Events Manager 0437 999 730 Jaycel Scott Instore Events Specialist 0437 981 437 jscott1@woolworths.com.au Last Update February 2020 Instore Sampling Events Manual Page 2 of 15
Alexandra Doria
Instore Events Coordinator
0428 249 577
adoria@woolworths.com.au
Creating Your Event
There are a number of options available for suppliers and agencies to choose from when planning a sampling or
demonstration event.
An event type should be carefully selected based on objectives, brand and product to ensure results are maximised.
Standard Sampling Event
A standard sampling event consists of a demonstration table, point of sale (POS) and a demonstrator. A popular option for
many brands, the standard sampling event delivers strong brand visibility instore.
The standard footprint of a demonstration table is 850(w) x 510(d) x 900(h).
Specifications outside of this footprint will require approval from the Instore Events Team through the
booking request form.
You can access the booking request form here.
Demonstration table requirements;
● Display of Woolworths (WW) approved point of sale (POS).
● Set up in an allocated demonstration site as directed by store management. Each store has a select number of
powered and unpowered demonstration sites which is why bookings are essential.
● Use of cleanable, non-slip surface tables (trestle and card tables are not permitted).
Roaming Event
A roaming event is the perfect option when the product requires little to no preparation, allowing demonstrators the
flexibility of moving about the in-store footprint and engaging target customers with product samples.
A roaming event may include;
● Rocket unit
● Trolley with wrap
● Usherette tray
All point of sale (POS) must be approved by Woolworths marketing prior to printing.
Last Update February 2020 Instore Sampling Events Manual Page 3 of 15
Bespoke Event
A creative opportunity to deliver a bespoke and on-brand in-store sampling event.
The Instore Events Team can help guide the development process to ensure a smooth and
successful commercialisation of your event. Concepts should be discussed with the Woolworths
Instore Events Team prior to booking and manufacture. Larger installations may incur additional
booking fees.
Character Appearances
Character and Special Guest Appearances are a great way to increase visibility of brands and also promote partnerships.
All characters or special guest appearances must be pre-approved by the Instore Events Team prior to submitting a
booking; an email should be submitted to the team at least 2 weeks prior to a booking being submitted.
Giveaways and Gift With Purchase (GWP)
Giveaways and Gift With Purchase (GWP) items are a successful mechanism for getting product in hand with potential
customers.
Demonstrators have the opportunity to distribute giveaways and GWPs throughout an event following the completion of
our internal Quality Assurance process;
A sample will need to be provided to the Woolworths Quality Assurance team 6 weeks prior to booking commitment.
Booking Process
Step Action Timeline
1. Registration 8 weeks
All suppliers and agencies are required to be registered with the Woolworths Instore Events prior to
Team prior to any activation. This ensures all suppliers and agencies are familiar with the activation
Woolworths Ways of Working, and the necessary requirements to hold an event instore. It also
ensures we give customers the best possible experience.
Before registering please ensure you have thoroughly read and understood this manual. If you
have any questions please contact the Instore Events Team.
Registration requires the following documents to be provided;
● A signed copy of agreement of this manual
● HACCAP and/or Food Safety certification
● Current Public Liability Insurance ($20m)
● A completed and signed vendor application direct debit form with a bank deposit slip or
bank statement (this is used to deduct the booking fees)
Last Update February 2020 Instore Sampling Events Manual Page 4 of 15
Once documents have been verified, you will be provided with a login to the
Instore Demonstration Management System (IDMS).
2. Event Request Form 6-8 weeks
Following successful registration an event Request Form can be submitted. prior to
Click here to view the Event Request Form. activation
The purpose of this form is to provide a comprehensive scope of the proposed campaign which
will allow the Instore Events Team to determine the best possible event plan for activation.
Event Request Forms are submitted via Google documents and should include all marketing
collateral developed for the event for internal Woolworths marketing approval*.
Submissions will take 2 working days for pre-approval.
NOTE: Pre-approval is not confirmation of an event proceeding, it is a commitment to allocate
resources to the project. Validation of compliance (artwork, GWP, giveaways etc) are required
in some instances and will drive the pre-approval notification process. Your Instore
Demonstration Management Team point of contact will communicate these requirements to
you.
*Please refer to the Woolworths Collateral Development guidelines
3. Event Booking via Instore Demonstration Management System (IDMS) 2-4 weeks
Pre-approved events can be scheduled into IDMS via WOWLINK for all suppliers and agencies. prior to
Scheduled events must be booked into IDMS at least two weeks before the cut-off for activation
activation.
Important Booking Information;
● Multiple state bookings require replicate naming conventions for ‘WOW Demo Theme
Names’. Quantium reports (post-event) are driven from this data and will not be
consolidated where replicate event names are not utilised.
● Events submitted into IDMS that have not been pre-approved will be automatically
rejected.
● IDMS will accept new event bookings up to 12 weeks in advance.
● IDMS requires Microsoft Explorer.
4. Instore Demonstration Management System (IDMS) Booking Approval
IDMS booking approvals will be communicated within two working days.
Communication will include the approval of collateral, event activation and confirmation of
venues and timing.
Approval is confirmation for the agency/supplier to progress with the event.
Last Update February 2020 Instore Sampling Events Manual Page 5 of 15Changes to Bookings Changes to approved bookings are permitted up to two weeks prior to event activation. Changes can be implemented in IDMS when the status is either ‘Approved’ or ‘Current’ using the 'edit' function, changes then need to be re-saved. A summary of changes is required to be sent instoredemo@woolworths.com.au . Significant scope changes may cause delays to activation dates. Cancellations Event cancellations may include both entire campaigns or individual locations. An event cancellation form must be submitted to instoredemo@woolworths.com.au including any stock and collateral management plans. If the event is within 4 weeks, the booking fee will automatically become a $15.00 cancellation fee (per session). 75% of the total campaign fee will also be applicable, this covers costs incurred for campaign development. If a cancellation is made more than 4 weeks out, no fee will be incurred. Instore Demonstration Support Documents Supporting documents for in-store demonstration events can be accessed via PartnerHub, or by clicking on the link provided in WOWLINK. The Instore Events team can assist with any queries related to accessing relevant documents and the submission and approval process. Event Request Form The Event Request Form is the first step in developing your activation. The form allows the Woolworths Instore Events team to assess the requirements of the campaign and efficiently plan successful implementation. It also provides clear guidance on necessary internal compliance requirements to ensure that the campaign meets with the Woolworths Ways of Working. Last Update February 2020 Instore Sampling Events Manual Page 6 of 15
Manual/Late Booking Form The Manual/Late Booking Form is available for when circumstances have led to an activation being required within the standard lead-times for new events. This form is utilised when a booking is made within two weeks of the activation date. There is no guarantee that submission of a Manual/Late Booking Form will result in an activation being approved. The Instore Events team will review the proposal and advice on schedule availability and likelihood of collateral delivery within the standard lead-times. Requests for these bookings are reviewed and communicated within two working days. NOTE: Manual/Late Bookings incur additional fees; please refer to the Fee Schedule in this document. Event Cancellation Form The Event Cancellation Form is utilised when an event or campaign requires cancellation. The form activates the internal process for cancelling a campaign including external communication to stores, suppliers and management of stock. Where possible advanced notice should be given of the pending cancellation. Note: Event Cancellations incur additional fees; please refer to the Fee Schedule in this document. Bookings Fees Our current Woolworths Instore Event Fee Schedule provides an overview of costs associated with instore event management. A standard sampling event (table and roaming) incurs a $15 booking fee per session. This fee includes booking administration fees and Quantium sales data post event. Last Update February 2020 Instore Sampling Events Manual Page 7 of 15
Non-standard events may incur incremental booking fees, which will be communicated by the Instore Demonstrations
Team.
Event Guidelines for Classification Fee
Standard Demonstration ● Standard table or roaming event footprint $15.00
or Roaming Event ● Booked more than 4 weeks from event commencement date
● Table dimensions: 850mm w x 510mm d x 900mm h
● Duration: 4 hours
● Quantium Reporting
Note: Price does not include applicable Cancellation Fee.
Standard Demonstration ● Standard table or roaming event footprint $30.00
or Roaming Event ● Booked more than 4 weeks from event commencement date
(additional hours)
● Table dimensions: 850mm w x 510mm d x 900mm h
● Duration: More then 4 hours
● Quantium Reporting
Note: Price does not include applicable Cancellation Fee.
Large Demonstration ● Non-standard event footprint $30.00
Event ● Booked more than 4 weeks from event commencement date
● Dimensions: 1700mm x 510mm x 900m h (approximately)
● Duration: 4 hours
● Quantium Reporting
● Not available for Manual/Late Bookings.
Note: Price does not include applicable Cancellation Fee.
Bespoke Event ● Non-standard event footprint Price
● Booked more than 6 weeks from event commencement date supplied
● Dimensions: Flexible, reviewed on submission on review
● Duration: can be determined with scope assessment
● Quantium Reporting
● Not available for Manual/Late Bookings.
Note: Price does not include applicable Cancellation Fee.
Manual/Late Booking ● Standard table or roaming event footprint $20.00
Event ● Booked within two weeks of activation date (subject to
approval)
Last Update February 2020 Instore Sampling Events Manual Page 8 of 15● Table dimensions: 850mm w x 510mm d x 900mm h
● Quantium Reporting
● Duration: 4 hours
Note: Price does not include applicable Cancellation fee.
Multi-Supplier Event ● Standard table or roaming event footprint $20.00
(Standard) ● Booked more than 4 weeks from event commencement date
● Table dimensions: 850mm w x 510mm d x 900mm h
● Quantium Reporting
● Duration: 4 hours
Note: Price does not include applicable Cancellation Fee. This
option is not available for Manual/Late Bookings.
Multi-Supplier Event ● Non-standard event footprint Price
(Large/Bespoke) supplied
● Booked more than 6 weeks from event commencement date
on review
● Dimensions: Flexible, reviewed on submission
● Duration: can be determined with scope assessment
● Quantium Reporting
● Not available for Manual/Late Bookings.
Note: Price does not include applicable Cancellation Fee.
Event Cancellation ● Event cancelled outside 4 weeks of activation Fee +
(outside 4 weeks) ● Booking fee costs
● Cost of collateral or stock acquired for the event (probability
low)
Event Cancellation (inside ● Event cancelled within 4 weeks of activation Fee +
4 weeks) ● Booking fee +5% costs
● Cost of collateral or stock acquired for the event (probability
high)
Quantium Reporting ● Incremental and bespoke reporting $400
● Costs are per campaign
Sample Stock
Following approval of an event, a supplier or agency will need to obtain stock for the activation.
Sampling stock can be procured in different ways to best meet the needs of the event;
Last Update February 2020 Instore Sampling Events Manual Page 9 of 15Direct to Stock sent to demonstration
agency
Requires security check seal Cost is included in the event
from store prior to use quote
Agency and physically brought to store
Instore Purchased via credit note using Only available for Grocery
supplier vendor number. Complete a Credit Note Supplier is billed directly
Purchase Must be agreed by the supplier Confirmation Document
Agency Purchased by the agency,
either ahead of activation or
Supplier approval required.
Supplier is billed directly
Subject to stock availability
Purchase instore on the day
Sampling stock procurement will be confirmed during the event approval process.
Stock Allocations
Stock Allocations are a key component to the in-store event experience. They ensure that customers can purchase
products that have been sampled in-store and anticipate uplift in sales in the proceeding weeks following an event.
Stock allocations should be submitted for all events to support the expected increase in sales, and should follow the
guidelines outlined below;
● Allocations are submitted via the In-store Demonstration Management System (IDMS) when making a booking
and must be finalised within two weeks of the activation.
● Allocations must be agreed upon in writing between the Supplier, Woolworths Category Manager and Agency.
Agreement is imperative in order to mitigate excess stock. Where there is not an agreement in writing, any excess
stock requiring markdown or write-off may be invoiced. A copy of the written agreement must be supplied to the
Instore Events Team.
● A maximum of five products can be placed on allocation per event.
● Manual/Late bookings will not qualify to receive a stock allocation.
● Allocations are not permissible for produce lines or direct to store suppliers due to the complexity of the supply
chain management of these items.
● Suppliers and agencies must coordinate the availability of all stock requirements within the distribution centre
(DC) to allow for an event to proceed.
Point of Sale
Last Update February 2020 Instore Sampling Events Manual Page 10 of 15Point of Sale is a great opportunity to capture customer awareness during in-store events.
All marketing collateral development and point of sale (POS) must be approved by the Woolworths Marketing team prior
to approval and booking of an event.
Comprehensive guidelines are available at PartnerHub and WOWLINK; basic principles are outlined below for reference;
● All artwork must be submitted for approval by the Woolworths Marketing team via the Instore Events Team
including key activation information- store dates, states and number of stores stated in the body of the email.
● All collateral must strictly adhere to Woolworths Marketing Guidelines including brand colours and logo utilisation
and placement.
● All approved artwork will receive an approval code that must be printed on flyers and take-away cards in the
bottom right hand corner.
● Please allow a five day lead-time for approval.
Preparing For Your Event
Before each event it is important that demonstrators are aware of the Ways of Working and safety requirements of our
stores.
● All demonstrators must complete an Online Safety Induction prior to an event. The induction will provide
demonstrators with a sound understanding of safety requirements and after successful completion will provide
credentials. Visit http://wowcontractor.com.au/ to access the induction.
● Demonstrators must at all times have their (current) credentials with them whilst in-store.
● All demonstrators are required to complete a pre-event call with the Woolworths Store Manager at least 4 days
before an event. Confirmation calls will include verification of date and time of the event, location of event in-store
and stock level availability to support the event and post-event sales uplift.
Event Activation
Successful event activation is important to our team. We take pride in delighting our customers with new and exciting
opportunities to try and sample products and connecting them with our many supplier partners. The following are
guidelines to ensure your demonstrator gets the most out of their event;
● Demonstrators should arrive 15 minutes prior to their event to allow plenty of time for parking, locating the store
and signing in. In busier trading periods (Easter, Christmas, New Years) we recommend that demonstrators allow
additional time to get to store.
● All demonstrators need to sign in the visitor’s register located at the store’s service desk on arrival, ask for the
Store Manager and provide their safety induction certification.
● The following items must be check-sealed by Woolworths staff- sample product, equipment and utensils. Items
that require a power source must have current “test and tag” accreditation.
● Confirm with the Department Manager arrangements for stock- agency provided, credit note or supplier invoiced.
● Stock required for demonstration, e.g. toothpicks, condiments, ingredients must be paid for at full retail price, prior
to use and check sealed by the store.
● The Department Manager will show the demonstrator the agreed location point (as discussed in the pre-event
Last Update February 2020 Instore Sampling Events Manual Page 11 of 15conference call) for set-up.
● The demonstrator must ensure that they thoroughly clean up their event location before preparing to leave at the
conclusion of the event.
● At the conclusion of the event any remaining product and equipment must be declared at the service desk to
ensure compliance with the Woolworths security policy. Demonstrators are also required to sign out of the visitor’s
book.
● It is not permissible for demonstrators to purchase personal items during an event with the exception of necessary
personal hygiene and medical items.
Post Event Review
Following the completion of a successful event, a data report from Quantium will be made available that captures sales
performance across the duration of the campaign. Reports are generally available two weeks following the conclusion of
an event.
Data will include a comparison of sales vs. product benchmarks (average sales from the past 13 weeks of sales- off
promotion only). It is essential that where multiple products are included in the same sampling campaign that all events
are given the same naming convention to ensure reports are inclusive of all data and performance. Additional fees will be
incurred where manual data extraction for reports is required, please refer to the fee schedule in this document.
Queries regarding Quantium data and reporting can be sent to demo.reporting@quantium.com.au.
Additional data can be purchased from Quantium (refer to the Fee Schedule in this document) via the Instore Events
Team who can facilitate this request.
Dress Standards
As The Fresh Food People, it is important that all facets of our business convey the highest standards of appearance.
Demonstrators are expected to observe these standards of personal appearance, cleanliness and presentation.
Appearance reflects the brand and perceptions of our stores, suppliers and partner agencies. Where a corporate uniform
is not provided to demonstrators the following guidelines are applicable to event staff;
FEMALE MALE
Tailored skirt (knee length or longer) or black tailored Tailored trousers
pants Tailored shirt with collar and long sleeves
Agency uniform or black tailored blouse with collar and Black closed in shoes with black socks
long sleeves Hair to be kept from the face, longer hair must be tied
Last Update February 2020 Instore Sampling Events Manual Page 12 of 15Black closed in shoes (no sandals) flat rubber soles back
Minimum jewellery and make-up* Hat or hair net where applicable
Hair to be pulled back and secured off the face Woolworths visitor badge displayed and visible
Hat or hair net where applicable
Woolworths visitor badge displayed and visible
*jewellery with loose stones is not permitted in food sampling events
Supplier branded uniforms must be submitted for approval with the Event Request Form.
Health and Safety
Health and Safety are a priority to Woolworths and it is important that our suppliers and agencies understand the
Woolworths Health and Safety Guidelines before working with us.
There are a number of ways you can access our guidelines;
● Login to WOWLINK, click on Topic Centre / Buying and Marketing / In-store Sampling.
● PartnerHub
Agencies and Suppliers must ensure that their demonstrators are aware of and understand the Woolworths Health and
Safety Guidelines and that they must abide by the relevant OH&S legislation and HACCP guidelines at all times.
Power source capabilities for events must be included in the Event Booking Form to ensure planning of a suitable
location. Double adaptors are not allowed under any circumstance, however “test and tagged” power boards are an
approved alternative. All power boards must be equipped with a circuit breaker.
Food Safety
Many supplier events include the service of food samples for our customers to try in-store.
When sampling food it is important that all demonstrators abide by clear guidelines provided in this manual, and ensures
the safe handling of all food products. Food that requires temperature control must not be left outside optimal conditions
for longer than 30 minutes; otherwise these samples must be immediately dumped.
Demonstrators must be adequately trained to answer questions regarding the product that is being offered to customers.
Brand messaging and product information will be provided ahead of the event.
Food samples must be supervised at all times and not left unattended. Where sample trays have been contaminated in
any way the remaining samples must be dumped immediately.
Samples may not be offered directly to children, and can only be offered directly to an accompanying adult to then give to
the child at their discretion.
Allergen signs must be displayed on the demonstration stand or sampling tray whenever there are traces of nut or nut
products within the food sample. Customers may request information regarding allergens, ingredients and nutritional
panels (NIP), demonstrators must be provided with this information prior to the event and be able to provide this
information to customers.
Last Update February 2020 Instore Sampling Events Manual Page 13 of 15Workers Compensation and Public Liability
It is a mandatory requirement for all demonstrators to be covered by current workers compensation.
A Workers Compensation Certificate of Currency must be provided at registration with a copy of the current policy with
minimum $20 million coverage.
In-Store Photography
Events not only provide a great opportunity for in-store customer engagement, but can also provide brand content for
social media. Whilst we encourage our partners to share in-store activity on their social media, we so ask that the
following guidelines be adhered to with regards to photo content in-store;
● Images should be limited to the immediate proximity of the demonstration stand
● Consent is required from all customers prior to any photographic content being taken
● Do not intimidate customers or disrupt store trading
● Demonstration areas must be neat and tidy before content can be taken
● Children should only be included in images when accompanied by a supervising adult and where consent has
been given
Please note that videography is strictly forbidden in any stores.
Tag your images and content, and share with the Woolworths community.
Instagram: @Woolworths_AU
Facebook: Woolworths
Breaches of this Agreement
Where there is a breach of this agreement, or a demonstrator, supplier or agency is found to not be following the terms
and conditions outlined in this manual, Woolworths reserves the right to revoke your option to demonstrate within
Woolworths stores nationally.
Last Update February 2020 Instore Sampling Events Manual Page 14 of 15Agreement
Copyright in this document remains with Woolworths Limited. No part of this document or any Woolworths documents are
to be reproduced in any form, or by any means. Graphic, electronic, mechanical, including photocopy, recording, tape or
information retrieval systems are to be used without the written permission of Woolworths Limited.
Please acknowledge your understanding of the processes and procedures outlined in this manual by signing and
returning via email to instoredemo@woolworths.com.au.
Without a signed agreement, you will not be able to sample in store.
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We acknowledge to have read and understood the processes and procedures outlined in the In-Store Sampling Events
Manual.
We warrant that demonstrations will not be conducted by us in Woolworths stores unless booked via the In-Store
Demonstrations Management System (IDMS), approved by the In Store Events team and allocated a Booking
Identification Number.
We agree that penalties and restrictions to operation within Woolworths stores may be applied in the event that this policy
is not adhered to.
By signing this document, we agree to be compliant to all local, state and national legislative requirements.
Company Name
Full Name
Position
Signature
Date
Last Update February 2020 Instore Sampling Events Manual Page 15 of 15You can also read
