Navman Brief

Increase brand awareness in retail outlets. Explain and demonstrate Navman product benefits to SatNav/GPS buyers and influence their purchase decision. Provide product education and sales aids support for retail staff.

Process

Prior to implementing the POS program Vivid carried out competitor analysis and on-site interviews with key multiples. POS collateral included dummy product boxes, counter top, shelf and freestanding displays, a 'live' demonstrator unit, literature displays and sales staff support materials.

Results

Following implementation, Vivid carried out qualitative surveys across Navman’s various distribution channels to establish the overall effectiveness of the POS program and its components.

The results of the surveys revealed that over 80% of national retailers questioned ‘agreed’ that the POS was effective in terms of sales. In fact, one was quoted as saying: ‘This is great POS, Navman really understand what retail is all about’.

Further evidence of the success of the POS program was that Navman enjoyed a surge in brand and product awareness and subsequent sales growth of 500% per quarter.