Pelican Hardware: Securing OFDs in Bunnings

Leveraging sales capability and relationships to secure OFDs and pathway to expanded ranging in Bunnings.

Hardware

Leveraging sales capability and relationships to secure OFDs and pathway to expanded ranging in Bunnings

Pelican designs and manufactures high quality protective cases, lighting systems, coolers, and storage solutions. The objective of this sales drive was to display and promote Pelican’s new colour cargo case range through securing off-location displays (OFDs), which also helped educate and drive sell-out in stores of a product normally only available by special order.

Awareness Barrier

Pelican’s expanded cargo case range was only available through special order, creating low awareness and friction for customers in store.

Store Relationships

CROSSMARK leveraged strong relationships with Bunnings store teams to negotiate additional off-location display space.

Targeted Execution

Strategic off-location displays and a co-funded team incentive program helped drive engagement and execution across stores.

Retail Opportunity

Increasing in-store visibility and education created an opportunity to drive sales and reach customers beyond Pelican’s traditional target market.

Sales Capability

The hardware team was upskilled with sales training and objection handling to confidently promote Pelican products in store.

Strong Results

The campaign achieved 150% of target, secured additional displays nationwide, and generated valuable data to support expanded ranging discussions.

“Working with CROSSMARK on our recent off-location project was a huge achievement. The team were very collaborative, brought great ideas and ensured follow-up to ensure and measure success. They provided regular feedback and implemented it in a timely manner with instant results. With their extensive Bunnings knowledge and experience, we will definitely leverage this to run another project together very soon. Thanks again CROSSMARK Hardware Team.”

— Adam Calderbank, Key Account Manager, Pelican Products Pty Ltd

Insights

Expanded range only available through special orders desk – this is an awareness and education barrier as well as friction to convert a sale.
Relationships with stores is key to negotiating and securing over and above space.
Opportunity to broaden sales in stores outside of the traditional target market.
When used strategically, staff incentives are a great lever to pull for over and above action.

Driving growth