When the time came to roll out its marketing campaigns, there was a clear lack of efficiency within Citroën Nordic’s dealerships. The company had become frustrated with the amount of time it would typically take for a promotional campaign to be executed within stores, which would often result in substantial downtime occurring between the official, national launch of these campaigns and the time individual dealerships would be prepared to begin promoting them to customers.
It would often take several weeks for point-of-sale materials to arrive at individual dealerships – sometimes they would even arrive too late to be of any actual use. As a result, a significant percentage of this material would not even find its way onto the sales floor.
Even when promotional materials did arrive on time, they were usually non-customisable. Additionally, the amount of time employees were required to spend hanging posters and banners on the sales floor was deemed to be counterproductive for the overall business.