Skilup Biscuits
Skilup Biscuits is a brand that combines delicious taste with healthy, accessible nutrition, brought to life through a modern and recognisable identity. In a highly competitive biscuit market, the brand aimed to strengthen its presence in Belgian retail and quickly increase visibility among shoppers.
The challenge was to successfully launch and optimise Skilup Biscuits products in stores, both in Delhaize and in the 100 top Proxy Delhaize locations. The main focus was on premium shelf placement, improving existing displays, and deploying impactful POS materials.
From the start, we worked closely to define a clear and efficient field strategy tailored to the needs of both retail chains. This preparation ensured the brand’s objectives could be turned into practical, actionable steps on the shop floor.
The Approach
The collaboration kicked off with a strategic meeting to define the brand’s positioning, commercial priorities, and visibility goals. These were then translated into an operational action plan focused on effective in-store execution.
Field teams received thorough training on the Skilup Biscuits universe, brand values, and product specifics during a Field meeting. This immersion enabled them to represent the brand confidently and consistently, while adapting to the realities of Delhaize and top Proxy stores.
On the ground, our representatives worked proactively and systematically. Equipped with sales materials, product samples, and POS tools provided by the brand, they introduced Skilup Biscuits products, negotiated optimal placement, and ensured high-quality shelf presentation.
Structured Field Deployment
The approach relied on several key actions:
- Nationwide coverage of Delhaize and the 100 top Proxy Delhaize stores to ensure a consistent brand presence.
- Introduction of Skilup Biscuits products in stores, focusing on listing, shelf layout, and display quality.
- Deployment of POS materials and reshelving actions to optimise shelf placement and strengthen visual impact.
- Continuous field monitoring to quickly identify optimisation opportunities and adjust the approach when needed.
- Transparent reporting through a real-time dashboard and picture portal, giving the client a visual overview of in-store actions and implementations.
Results and Outlook
Thanks to meticulous preparation, high-quality field execution, and ongoing follow-up, Skilup Biscuits successfully strengthened its presence in Delhaize and Proxy Delhaize stores, achieving improved visibility and a more strategic shelf placement.
This initial collaboration laid a solid foundation for the future. The goal is now to consolidate existing implementations, further optimise shelf visibility, and support Skilup Biscuits’ continued growth in the Belgian retail market.
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