In March 2024, The Entertainer embarked on nationwide partnership expansion with Tesco, launching its branded toy concessions in over 750 stores across the UK and the Republic of Ireland. This significant roll-out follows the success of an earlier pilot in 35 Tesco stores in October 2022, cementing the multi-year partnership between Tesco and The Entertainer. As the largest collaboration of its kind in the UK, the partnership’s objective was clear: to provide seamless in-store merchandising for The Entertainer’s presence within Tesco, ensuring consistency, brand standards, and an excellent customer experience across all stores.
eXPD8’s Role in the launch
To support this ambitious launch, eXPD8 was tasked with managing every detail of The Entertainer’s branded concessions within Tesco stores, from initial setup to ongoing operations. Our responsibility spanned:
- Initial Setup: Overseeing the complete installation of The Entertainer’s branded concessions in over 750 Tesco stores.
- Ongoing Operations: Providing continuous merchandising support to maintain the quality of the in-store experience.
- Product Range and Pricing Management: Ensuring consistency across product displays, ranges, and pricing to uphold The Entertainer’s brand standards.
Our Approach
Detailed Project Planning & Execution
Our collaboration with The Entertainer began with meticulous planning. Daily project meetings, coupled with weekly calls, ensured continuous alignment between both teams. To prepare for any eventualities, we hosted workshops to troubleshoot merchandising challenges, while our team partnered with The Entertainer’s Learning and Development department to co-create training modules for store staff.
Recruitment of 300+ employees was integral to this project. With a dynamic resourcing model in place, we optimised shift planning and call schedules to meet the demands of the launch. Our focus was also on clear communication across all levels of the rollout, with the development and distribution of troubleshooting guides, FAQs, and detailed setup briefs for all involved.
Key Collaborative Efforts
Close collaboration extended beyond set-up logistics. We worked with The Entertainer on key pre-launch preparations, including trade and promotional space coordination and technical training on their pricing applications. Our enhanced technical support, including additional staffing and real-time assistance via Telegram, ensured a smooth setup process across stores.
Furthermore, we regularly reviewed and adapted our resources based on store needs, providing full transparency of setup progress and data.
Results
The results have been outstanding. We successfully set up 768 stores and over 10,000 bays, while training over 1,800 eXPD8 colleagues. The roll-out is now complete, and we have smoothly transitioned to “business as usual” (BAU) operations across all stores.
Laren Chambers, Store Development Manager at The Entertainer, says:
“I want to express my sincere appreciation for eXPD8’s exceptional support during our recent partnership with Tesco, facilitating the implementation over our products in over 700 sites across the UK. Their team have been incredibly patient and accommodating, offering support in any way they could, and helping us to navigate challenges throughout the process. The professionalism and enthusiasm of the eXPD8 teams working alongside our employees from The Entertainer made a significant difference. Their well-informed approach instilled confidence throughout a project that was completely new to us at this scale.
The planning team working in the background was fantastic in their efficient and clear communication, ensuring everything went as smoothly as we could have hoped. We owe a huge thanks to eXPD8 for the success of our rollout, and for to the commitment and energy that eXPD8 dedicated to the project throughout 2024. I highly recommend them to anyone looking for a reliable and effective partner.”
Post-Launch Success & Ongoing Operations
As part of our commitment to ongoing success, we continue to support The Entertainer by appointing “brand specialists” who provide continuous in-store training and support. We’ve enhanced our IT systems to provide real-time monitoring and compliance, integrating The Entertainer’s processes directly into our eXPD8 call management app for seamless operations.
From promotional launches to weekly price adjustments, our team has been agile in adapting to the needs of this large-scale partnership, ensuring that all operational elements align with the retailer’s goals.
Looking Ahead
Our work doesn’t stop with the roll-out. We remain focused on providing exceptional support to ensure the continued success of this partnership. As the peak retail season approaches, we’re gearing up to deliver smooth, high-performing operations across all stores.
The dedication and hard work of the eXPD8 team has been exceptional, and we are looking forward to seeing our partnership with The Entertainer going from strength-to-strength, bringing joy to Tesco customers nationwide.
