Philips

When I was based in Sydney I had the privilege of being asked to develop the retail strategy for the relaunch of Philips Lighting in Australia. As the first company to invent a way of mass producing light globes Philips had the market to themselves for many years. When they finally faced strong competition in market from competitors like Osram and private label, they found their share of shelf and distribution channels shrinking.

We worked with Philips for over a year on every aspect of the relaunch and successfully opened new distribution channels for expanded ranges of both everyday and specialty lighting in Hardware and Specialist stores. We also stopped the bleeding in Supermarkets and started to claw back the business that had been lost.

The program was successful enough to turn lighting from loss making to a profitable division with strong growth prospects in just over a year. We worked on some fantastic elements as part of that process, a lighting documentary showing how Philips had pioneered the market in Australia, narrated by the late great Bud Tingwell. A complete retail fitout concept which we rolled out Nationally which enabled us to take over the lighting section of Hardware stores. Retail launch events that rolled out Nationally with new trading terms and incentives. We were then introduced to the consumer electronics division of Philips who were also a client for retail merchandising.