• Multi-service solution for POS production

    ESP developed a MarketSmart solution for Countrywide that transformed how they produce POS.

Countrywide Logo

Countrywide Farmers Plc needed

A solution that would vastly improve how they manage and deploy monthly promotional campaigns in-store – extending to over 1,000 individual POS pieces, for over 55 UK stores. Countrywide also wanted the ability for their own in-house promo team to be able to centrally process, edit and customise each piece of POS ahead of ordering them for each and every store.


Previous challenges

Before engaging ESP, all POS for Countrywide was produced using traditional methods, so conventional design, artwork, and print production. This was extremely time-consuming and labour intensive, with a significant number of challenges around speed to market, accuracy of information and overall ability to promote effectively. The previous approach was not commercially viable long-term.

Our approach

Having fully researched and understood the challenges we scoped a completely bespoke solution that combined our MarketSMART software with a number of ESP Group services. Our approach sought to streamline the process of producing over 1,000 individual POS items for each campaign. We ensured the solution gave Countrywide’s team complete control over POS production, from uploading raw price/product data, to editing live artwork through to approval and print ordering.

Requirements analysis

By analysing the existing approach and processes we were able to determine the key areas that our solution needed to overcome. Costs, time impact and overall pressures on Countrywide’s in-house team were a major factor that needed addressing. Also too it was evident that brand integrity was being compromised where store teams were producing ad-hoc POS to overcome delays and inconsistencies in the POS kits provided.

What we delivered

A dynamic solution that fully optimises Countrywide’s POS creation, print and deployment to over 55 UK stores. Greatly improved speed to market, what took over 6 weeks previously, could now be achieved in a matter of days. Countrywide’s team now produce all their POS, from price tickets, to barkers, till-talkers, posters and more by simply uploading a detailed CSV file to our system. All their artwork generation is automated, so within hours of data arriving print-ready files can be checked, edited and approved online before being printed. All POS is delivered to each store with an accompanying implementation guide, to ensure a consistent quality across the entire Countrywide retail estate. Any additional POS can also be created and online ordered as required.