The outcome was the development of a marketing plan that was used to manage sales and market performance. Once the plan was approved the agency managed and executed its details and regularly reported to senior management. Finally, the results of the plan were tracked via evidence based performance measures which included consumer research, mystery shopping, focus groups, training programs and sales performance measures. One of the creative by-products of the approach was the transformation of a paper based loyalty program to a modern and robust electronic loyalty program. While the program’s name stayed the same, the ease of use and consumer acceptance was a huge victory.

IP&E’s market share increased from 19% to nearly 40% in spite of being out spent nearly two to one and having only two thirds the number of retail outlets of the market leader.