About Pricer
Pricer is the world’s most reliable provider of Electronic Shelf Labels (ESLs), and works with the world’s leading brands to transform their retail operations through digitally connected stores with digitally optimised shelf-edges.
From improved store operations and task management, to more efficient replenishment, stock availability, and ecommerce fulfilment from stores, as well as enhanced customer engagement, Pricer’s solution is making the shelf-edge work harder, from pricing to picking and promotions, for retailers.
Through its ESL capabilities it helps retailers streamline workflows to reduce labour hours spent manually updating traditional paper labels; improve replenishment to increase stock availability and reduce shelf gaps; improve speed and accuracy of ecommerce picking; optimise pricing and promotions dynamically in real-time; and enhance digital engagement at the shelf edge to improve customer experiences in the aisle.
Having deployed 200m ESLs in over 17,000 stores globally, Pricer works with some of the world’s largest retailers, including Carrefour, Best Buy, Casino Supermarkets, INTERSPORT and Bosch, across grocery, DIY, electrical and pharma sectors.
Challenge
Already well-known in Sweden where it is headquartered, off the back of several new global retail contract wins, Pricer wanted to supercharge brand awareness in the UK – a market of strategic importance as the company eyes ongoing European expansion.
Pricer also sought to capitalise upon the boom in grocery ecommerce, with ESLs as a turnkey technology for optimising the picking speed, accuracy and efficiency of online orders in-store, as well as the growing demand among consumers for enhanced digital engagement at the shelf-edge.
Objectives
Pricer challenged Fieldworks to boost its UK brand awareness through a PR and analyst engagement programme.
As well as winning share of voice in key trade and B2B publications as read by its prospects, Pricer also wanted to bring PR closer to sales to support its growing UK based Business Development in their conversations with prospects.
Strategy
Fieldworks put together a suite of compelling core campaign content that would not only act as key assets for PR promotion but would also be used to bring prospects from media-owned sites to Pricer’s gated landing pages, to drive email capture and support lead generation.
Two market reports – one focused on grocery and the other on GM retail – were underpinned by consumer research, adding value to the content by providing new customer sentiment around key topics, from pricing and promotions sensitivity to the impact of shelf gaps on CX and demand for digital engagement at the shelf-edge. The research would then be crafted in to different PR angles, giving Pricer a regular drumbeat of news promoting the core campaign asset.
Fieldworks put together a comprehensive PR go-to-market strategy, spanning customer promotion, thought leadership article placement, feature commentary, analysts engagement with key trade bodies and industry influencers, as well as an awards programme to show case Pricer’s capabilities.
Results
Fieldworks generated 64 pieces of coverage in target media, spanning retail, grocery, tech and marketing titles.
Press coverage created over 3.84million opportunities to see in media consumed by its target audiences, with 95% of coverage appearing in Tier 1 media titles.
As well as winning share of voice in the media, Fieldworks was able to deliver enhanced levels of key message delivery with 75% of coverage wholly owned by Pricer and 61% of coverage included a Pricer spokesperson. Fieldworks also used its little black book of industry contacts to secure briefings with high profile analysts, including IGD and Forrester.
Thanks to a content-led PR strategy, Fieldworks was able to leverage backlinks in press coverage to move prospects along the sales funnel and onto Pricer’s own website, with 58% of coverage including a backlink. Report engagement driven by PR activity included downloads from electrical brand, Panasonic, and supermarket chain, Musgraves.
Following the success of the UK report, additional roll-outs of the research and content were developed for the French and German markets, as well as a pan-European version of the report which will be used for marketing and PR across EMEA.
Testimonial
“Fieldworks has become a trusted partner and a true extension of our global communications and marketing team.
Their deep-routed understanding of the retail technology space meant they not only came armed with the creative, strategic thinking needed to build our brand in the UK, but with the proactivity and energy needed to deliver impressive campaign results fast.”
Duncan Potter, CMO at Pricer
