Boosting BIVO’s
in-store performance
CASE STUDY
Learn how Top Stock accelerated sell-through and increased awareness
30 Stores
managed by Top Stock across 4 markets
126%
increase in sales season-over-season
$26K
in incremental business in first 90 days
The problem
After launching their products in specialty outdoor and cycling retailers, BIVO was confronted with a series challenges:
Low brand awareness in key markets
Incomplete product knowledge among retail staff
Insufficient local, on-the-ground support
The Solution
To address these challenges, Top Stock developed a field service solution that included the following:
Recruiting and training local tech reps who shared BIVO’s values
Executing quarterly product knowledge clinics for staff
Improving product merchandising
Building awareness through in-store demos
Rep Recruitment
Top Stock worked with BIVO to develop a target rep profile that aligned with the brand’s core values: a passion for cycling, a strong sense of community, and a commitment to reducing the use of plastic in everyday life.
Top Stock recruited and trained local reps who aligned with BIVO’s mission to #fuelmorefun. These reps had 10+ years professional experience in customer-facing positions, a love for cycling, and a passion for helping retailers in their local communities. After a multi-step training process and visit shadowing, the reps were ready to be deployed.
Product Knowledge
Product knowledge in a retail environment is critical to driving sell-through. Given BIVO’s premium pricepoint compared to traditional plastic cycling bottles, it was imperative that staff be able to communicate the key features and benefits to customers.
Top Stock reps hosted quarterly “university-style” product knowledge clinics that allowed for a high level of engagement with staff, while using free and discounted products as an incentive to use the bottle outside of work. Top Stock built a digital survey, accessed via QR code, that gave staff an easy way to communicate their thoughts and feedback to the brand.
Merchandising
To stand out against established competitors, BIVO needed to improve product displays, reduce out-of-stocks, and increase their visibility to customers on the retail floor. Top Stock reps hand delivered bottle hooks to create a cleaner presentation while ensuring the product was merchandised at eye level. Custom visit reports were utilized to monitor inventory levels and track out-of-stocks. And after earning trust with store managers, Top Stock reps were able to cross-merchandise BIVO in multiple areas of the store.
Training Objectives
Quarterly product knowledge clinics delivered to retail staff, with the goal of communicating BIVO’s key features, benefits and brand story.
Reinforce key selling points to staff during monthly merchandising/engagement visits.
Encourage staff to engage with the product through a custom pro deal program designed specifically for MEC.
Solicit product feedback from store staff through digital surveys.
Given BIVO’s premium pricepoint compared to traditional plastic cycling bottles, it was imperative that store staff be able to communicate the key features and benefits to customers. Top Stock reps hosted quarterly “university-style” product knowledge clinics that allowed for a high level of engagement with staff, while using free and discounted products as an incentive for staff to use the bottle outside of work. Top Stock built a digital survey, accessed via QR code, that gave staff an easy way to communicate their thoughts and feedback.
Customer Demo
To further develop brand awareness and greater customer engagement in key markets, Top Stock reps conducted in-store customer demos that showcased the unique features and benefits of the bottle. We coordinated with store management to determine high-traffic demo opportunities, distributed visual display assets to reps, and collected customer feedback through a giveaway contest that was accessed via QR code. display materials, and leveraged our relationships with store management to secure a table for product demos during prime weekend traffic hours.
Top Stock allows us to support our retail distribution in areas we otherwise would not be able to reach. Their local reps have been exceptional additions to our team, helping drive awareness and accelerate sales through key retailers.
Robby Ringer, Bivo
