Portcross Merchandising Success in Kenya
Merchandising Strategy & Field Execution
Port Cross
Portcross Limited partnered with Upturn Ark to roll out a nationwide retail merchandising strategy across Kenya. The goal: increase brand visibility, strengthen shelf presence, and build trust with traders and retailers. Through impactful in-store branding and territory activation, the project focused on turning Portcross from a stocked brand into a standout brand.
Our role
Retail Execution, Merchandising Strategy & Territory Activation
Upturn Ark developed a data-driven merchandising strategy that reached the streets, shelves, and minds of Kenyan retailers. Our comprehensive role included:
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Field Merchandising Deployment
We installed branded materials such as gondolas, posters, wobblers, shelf talkers, and counter displays across key trade zones, designed to reinforce Portcross’s premium product positioning. -
Territory Activation & Storming
Our field teams aggressively activated new retail zones, established strong relationships with traders, and ensured Portcross products achieved top-shelf placement across wholesale and retail channels. -
In-store Engagement & Education
We went beyond just setup—our merchandisers educated traders about product benefits, brand vision, and pricing strategy while gathering real-time insights and pushing for strategic product placement. -
Retail Intelligence & Reporting
With photo documentation and data collection tools, we delivered daily insights to the Portcross team—tracking visibility, foot traffic, competitor placement, and retail sentiment. This live feedback loop informed fast, smart decisions to keep the brand ahead.
Notable Achievement
Driving Market Impact through Human-Centered Merchandising & Intelligent Retail Strategy
Upturn Ark helped Portcross move beyond traditional distribution models by launching a deeply strategic, brand-driven retail merchandising campaign that directly impacted consumer awareness and retail loyalty.
Our most powerful achievement was the transformation of shelf space into a brand storytelling tool—one that not only showcased Portcross’s quality products but embedded the brand’s values into the retail experience. By wearing the Portcross mission on our sleeves, our field team converted hundreds of retailers into brand believers and helped create emotional connections between the product and the customer.
This campaign stood out by blending brand values, retail intelligence, and human engagement into one unified execution. Through our people, insights, and presence, we helped Portcross claim shelf dominance, build trade confidence, and unlock new retail territory in a fast-moving, competitive FMCG environment.