Carlow Retail Program
Dates:
May 2015-July 2015
Location:
Carlow
Program Fee: €250 per Business
€150 for Chamber Members.
Trainer:
Professional Merchandising & Marketing Ltd
Carlow Local Enterprise Office is currently offering Carlow Retailers a chance to participate in a highly
subsidised course designed specifically to help small independent retail businesses in the county to
adopt new business models and practices and to accelerate the growth of their business.
Funded by Carlow County Council in conjunction with Carlow Local Enterprise Office.
The program is in association with PMM, Professional Merchandising & Marketing Ltd, leading
consultancy providers to the retail sector, with vast experience & expertise in the full range of retail
services. PMM employs & manages 160+ fully trained and supervised Merchandisers strategically
located in every town, city district and county throughout Ireland (32 counties). PMM teams use the
most advanced “real-time” field reporting system including report uploads & digital photography. PMM
Merchandisers operate weekly in retail stores throughout Ireland.
The company services portfolio includes the design & delivery of low-cost marketing programs, sales
development, digital marketing, on-line trading & social media, warehousing and distribution, retail
auditing, in-store interfacing & displays, retail training in sales & marketing, competitor analysis, mystery
shopping and providing “action plans” to increase sales turnover, improve brand awareness, return
higher profits, win new customers and retain existing customers through best practice prospecting,
follow up and database building.
Three Month Six stage Program Agenda:
Stage 1 May/June 2015
Retail Survey - Evaluation Report
(Individual Businesses)
Stage 2 May/June 2015
Group Retail Workshop - All Retailers
(Sales & Marketing - Best Retail Practice & Buying
Patterns)
Stage 3 June 2015
On Site Half day Business Planning - All Retailers
(In Store One to One Session)
Business plan Presentation. Draft Plan Presented
on-site by PMM
(Finalise Structure, Strategy & Content)
Group Day - Digital Marketing & Social Media
(Determining & Planning an online Retail Strategy Click & Connect)
Stage 4 June 2015
Stage 5 July 2015
Stage 6 July 2015
Final In-Store Progress Visit
(Conducted on all Individual Retail Premises)
Meet your PMM Consultants working on the Carlow Retail
Program:
Elmer Kerr
Elmer Kerr is the Sales & Marketing Director of PMM Group and his role
includes consultancy in sales & marketing to all retail sectors in Ireland
including responsibility for client services, planning and strategic
development. Elmer initially qualified as a Certified Accountant and spent
many years in senior management, sales and after sales in the Automotive
Industry working with motor manufacturers in dealer network
development. His knowledge and expertise in areas such as finance,
customer satisfaction & loyalty programs, selling techniques, low-cost retail
marketing and a deep understanding of the internet, eCommerce and social media ensure that PMM
clients gain an effective “competitive-edge” in their core markets. Elmer has worked with PMMS for 12
years and his client portfolio includes multiple organisations such as Opel, Ryanair, Volvo, Diageo,
Independent News & Media, Honda, Irish Hardware Association.
To date, Elmer has worked extensively with Retailer’s Charleville, Youghai, Ballincollig, Dunmanway &
Mitchelstown on the Beacon Program.
Paula Lawlor
Paula Lawlor is the Managing Director of PMM Group and portfolio
of responsibilities include marketing, in-store merchandising, instore displays, product placement programs and delivery of
consultancy and training to client retail networks and brand
ambassadors. Paula is a Fellow of Marketing Institute of Ireland
having set up PMM some 25 years ago and now market leader in its
sector. Paula leads a nationwide team of 160+ retail field
merchandisers, regional surpervisors, account managers and
support teams which include a large distribution and storage unit.
PMM boasts a client portfolio over the 25 years that includes
Independent News & Media, AIB, Diageo, An Post, Bank of Ireland, Calor, Dulux, Ulster Bank, RSA (Road
Safety Authority) and National Lottery. PMM industry sectors include FMCG, hardware,
telecommunications, DIY, pharmaceutical, fast food, media, automotive, airline in-flight, consumer
goods and most retail operations.
Paula credits the company success to investment in people, key knowledge in key market sectors and reinvesting in profits in technology, information and communications services that are vital to the daily
management of client business. Paula excels in her knowledge and management of “real-time”
reporting systems.
All course content has been carefully chosen to support small retail businesses. Class sizes are limited to
ensure maximize learning outcomes for participants, the program is designed to work exclusively with
(max) 15-18 retailers, one-to-one mentoring specific to each participant’s own business is an integral
part of the program. Applications are limited and retailers are accepted on a "First come first served"
basis.
Talk to PMM on the details of the Carlow Program and how it can develop your retail business
Paula Lawlor & Elmer Kerr are available to discuss the contents of the Retail Program with all Carlow
Retailers.
PMM Group – 6B North West Business Park, Collooney, Sligo.
Tel: Lo-Call 1890 766 766
Web: www.pmm.iw
Email: info@ppms.ie
Elmer Mobile: 087-7732999
Paula Mobile: 087-2586148
The Program Fee is €250 per Business or €150 for Chamber Members.
For further information on the Carlow Retail Program or to book a place,
E-mail: enterprise@carlowcoco.ie or Call 059-9129783