Channelplay Case Study

In-Store Visual Merchandising & Communications


The key objectives of the project were as follows:

  • Sourcing of visual merchandisers along with their training and pay-rolling
  • PJP based PoSM deployment adhering to brand guidelines
  • In-store fixture maintenance and replenishment of the PoSM
  • Warehouse and logistics management
  • Auditing the brand visibility in retail outlets
  • IT system development for automatized reporting, project management & communication


Major activities in project execution involved:

  • Transitioning, training and on-boarding of 300+ visual merchandisers in 15 calendar days without hampering the current operations
  • Ensuring availability of visual merchandisers across 700+ cities in north and east India to manage 300+ types of PoSM material in 10000+ outlets
  • Deployment of technology platforms for PJP planning, PoSM deployment, PoSM optimization, logistics and warehousing
  • Hiring warehouses in north & east India with fully functioning resources
  • Managing end to end accountability for different PoSM deployments in north and east India


The project was successfully executed and key highlights were as follows:

  • Best in class deployment of consumer electronics PoSM in retail outlets
  • Overall audit score of 95% in brand display audit
  • Increased outlet coverage productivity from 7 to 12 in a year
  • Effective supply chain management of PoSM across geography

Topics: Visual Merchandising & Signage