Pushing sell-in and sell-out with retailers and installers

Grohe products are renowned for high quality engineering with luxury appeal. Very much a premium product. 

To support a new addition to the range - a Wireless Shower product - Black & White were asked to develop an aggressive sales promotion campaign that targetted installers and bathroom supplies retailers.

Leveraging a new high-ticket product into this channel would, with the right incentives, get the necessary visibility and sales out to the consumer without having to incur the significant investment that a consumer campaign would take.  

B&W developed a tiered incentive strategy which incentivised Grohe Active Installer members to sell the new product including: a wireless laptop and Grohe active points; fully supported with sales collateral to pass-on to the consumer.

Grohe active members were able to confirm details via direct sms into our systems and we also targetted non-Members with a dual incentive. Sell wireless and sign-up to Grohe Active - thus leveraging the potential for halo sales of other Grohe products.

Retailers were provided with counter staff incentives - wireless laptops, to maintain the impact and impetus of the product offering - along with promotional collateral, marketing support and sell-in incentives for stocking-up. 

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