It is not rare for sales promotion campaigns to fizzle out on the short journey from warehouse to shop. The reason? No-one feels they are responsible for setting up the displays and decorations. And so, particularly in the case of complex structures, up to ten percent of the sales budget should be allocated to the setting up of displays and goods.
With the help of a formula drawn up by STI, the optimum circumstances for the deployment of a dedicated merchandising team to take over the in-store setting up can be determined very quickly.