Checkpoint

THE BRIEF
Every year Checkpoint Systems issues its Global Retail Theft Barometer (GRTB), the largest worldwide study of retail shrinkage. Storm is tasked with putting retail shrinkage on the news agenda, using the report and positioning Checkpoint as the industry experts and commentators.

THE STRATEGY
Key to success is identifying and developing a newsworthy angle from the report for the UK. We cannot sensationalise shoplifting but it has to be compelling enough for the media to write about it. For the news media, we develop a hard-hitting release and offer interviews with spokespeople to bring it to life. We then develop commentaries and in-depth articles from the report, which are placed in key trade titles and business journals.

THE RESULTS
Storm has handled this project for 10 years and has achieved a wide range of media coverage, from Sky News, BBC Breakfast, BBC Radio 4 The World Today, Radio 5 Live interviews, through to news and features coverage across all national papers, as well as on news sites such as msn.co.uk and bbc.co.uk. Trade wise, highlights have included a five page feature in The Grocer and also a double page spread in Retail Week – two of Checkpoint’s key titles to name but a few.

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