September 29, 2026 | 10:39

Is Your Brand Present This Christmas?

The end-of-year period is THE moment when brands compete for attention. But being visible is not the same as being seen.

Whether it’s perfume, headphones, pralines, a gift for under the tree, or something delicious for the festive table: shopper behaviour changes on the store floor during the holiday season.

Shoppers search more for gifts, inspiration and products for festive moments. At the same time, competition increases.

How do you make sure your brand is not only present, but also stands out at the moment the shopper decides?

From shelf to second placement

A product can be perfectly available and still go unnoticed. POSM, displays and second placements can create extra opportunities to capture attention during the end-of-year period.

European retail tests show that a correctly executed secondary placement consistently drives additional revenue compared to standard shelf placement. More than 80% of purchase decisions are made on the store floor itself, often on impulse.

Visibility alone, however, is no guarantee. A strong field marketing approach goes beyond adding an extra display: it’s about the right store, the right position and correct execution.

Which stores offer potential? Which position has impact? Is the activation executed correctly?

Our field teams measure and report on availability, visibility and execution, among other things. They flag opportunities and translate store floor insights into concrete commercial actions.

The right placement, at the right moment and in the right context, makes the difference.

From plan to store floor

A campaign can be strategically perfect on paper and still lose impact on the store floor.

The right store, position and shopper context strengthen the impact of an activation.

An eye-catching display has little value if the shopper can’t buy the product.

That’s where field marketing makes the difference.

Field teams are a brand’s eyes and ears on the store floor. By checking execution, detecting opportunities and feeding insights back, we connect commercial strategy with strong retail execution.

From execution to commercial impact

Field marketing isn’t about the number of store visits, but about what gets delivered.

Merchandising ensures the right product presentation. Field Sales creates commercial opportunities. Brand Activation drives interaction with the shopper. Marketing Logistics ensures the right materials and products get delivered.

The strength lies in connecting these services.

With data, field intelligence and execution, brands can see faster what’s happening on the store floor and where adjustments are needed.

From attention to commitment

Visibility is only part of the story.

A Beauty Ambassador can personally explain a perfume or cosmetics product. A Brand Ambassador can demonstrate a product. A tasting can create a first introduction or be the deciding factor.

The right expertise at the right moment, in the right store, for the right shopper.

One store floor, multiple services.

A strong end-of-year approach combines visibility, availability, execution and activation.

Whether you’re active in FMCG, Consumer Electronics, Cosmetics, Pharma or Travel, the challenge remains the same: making sure your brand stands out AND that execution is flawless.

For the shopper, all these elements come together in one brand experience.

Christmas doesn’t start at the dinner table. It starts on the store floor.

Is your brand present at the Christmas table this year?

At Sarawak Belux, we connect Field Sales, Merchandising, Brand Activation and Marketing Logistics to turn commercial strategy into measurable impact at the point of sale.

Make your year-end period a peak moment.