SanDisk is the global leader in flash memory cards. However, sales through the photo specialist channel had seen increased competition from e-tailers, established consumer electronic retailers and supermarkets. The company wanted to offer additional support to independent photo specialists through an ongoing programme that would resonate with them and give them a reason to re-engage with SanDisk.
Our task was to help SanDisk create a strong partnership with photo specialist retailers, to drive sales of SanDisk high performance imaging memory cards and improve SanDisk's visibility in this channel.
A select number of photo specialist retailers across EMEA were identified and targeted with an email and subsequent recruitment pack inviting them to become SanDisk Official Photo Partners. Retailers were asked to follow a simple registration process online. Once registered, they were sent a starter pack with a selection of exclusive POS material plus access to a host of exclusive benefits including launch discounts and access to a dedicated website featuring support materials, a quarterly e-newsletter, product information and business development opportunities.
$3.5m of incremental sales on SanDisk high performance imaging products within the photo specialist channel within three months of launch - a 12% year-on-year sales increase.
By the end of 2010, the OPP Programme had launched in 18 countries across EMEA with
580 registered 'official photo partners' across the region.
41% of those targeted registered for the programme.
There were 1,828 unique visitors to the OPP website with 34,419 pages viewed.