ICC Group’s Back to School Promotion Drives Sales Growth

The ICC Group’s recent Back To School Competition proved to be a great success with bigger and better in-store Back to School Displays and higher sales volumes than ever seen before! The winners were announced last week, with a tie between ICC Big Save Hammanskraal and Overland Cash & Carry in Klerksdorp for their impressive displays, large numbers of feet into their stores and huge increase in sales volumes compared to the previous year.

The competition was launched last year to member stores to inspire their creativity to go the extra mile through an all-encompassing staff incentive programme. The programme incentivized each and every level of staff member responsible for the set up and displays of in-store promotions to create the best Back to School Display in the country with stunning prizes up for grabs.

The stores were evaluated based on two criteria namely growth in their own sales volumes from the pervious year and the overall look of the display through the promotional period.

Big Save Hammanskraal created an impressive 10m long by 3m high Back to School Display in their store, with the promotion breaking from early November and running right through to the second week in February. This helped ICC Big Save to capture shoppers during the end of year exam period, Christmas time and the key Back to School months. 50 000 retail pamphlets were dropped in the nearby towns and villages and they also ran an effective wholesale promotion with their retail promotion. The winners from Big Save were Director Tony Jardim who received an Apple Ipad2, Head Buyer Ricardo Sardinha winning a Dell Laptop and shelf packers Prince Mashamba and Jethro Mashaba each winning R1 000 in cash.

Overland Cash & Carry, driven by Jose de Achadinha Snr, also created a very effective promotion planned well in advance in July last year.  Orders were placed in October enabling their display to be well stocked throughout the promotional period from November to the end of January. The store ran various radio promotions, local school promotions and distributed leaflets widely in the surrounding rural areas. Jose attributes their success and increase in sales volumes from the previous year, to the competition that ICC ran which motivated their staff to work together to create one of the best Back to School Promotions in the country. Winners from the store were Jose de Achadinha Jnr, Buyer Nico Alberts and packers Neo Makgalanyane, Patrick Mashiya, Anele Daniel Mongale and Petrus Mankaliso Mabusa.

De Achadinha commented: “Thanks to ICC’s proactivity in creating and running this competition, we were able to increase our sales. We encourage ICC to run this promotion again as well as other competitions during the year.”

Kevin Barrett, National General Merchandise Buyer for the ICC Group has been extremely pleased at the response from their stores to this competition and looks forward to building on this and creating new ways to help their member stores drive sales growth.

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