Last week a brand manager called us. His promotion at Coop was turned down. Reason: wrong form, lead time too short, no alignment with the category manager. CHF 8'000 in preparation, wasted. That happens more often than you might think.
Every Swiss retailer has its own requirements for POS promotion. Ignore them and you waste time and money. This article gives you the overview we have built up over 20 years of working with Coop, Migros and Denner.
Contents
Why you need to know the retailer rules
Swiss retail is not a self-service playground for marketers. Coop and Migros share around 70% of the food market. If you can't promote there, you don't reach the majority of consumers.
The retailers have good reasons for their rules. They protect the shopping experience, hygiene, and their own brand. A badly run promotion damages not only you but also the retailer. That's why the requirements are strict, but fair.
What many underestimate: the relationship with the retailer is long-term. If you ever stand out negatively (rude staff, hygiene issue, untidy stand), you'll be turned down the next time. At PROMOKANT we have built a clean record over 20 years. That's our biggest asset and we don't gamble with it.
Coop: how the promotion request works
Coop is the most structured retailer in Switzerland. There are clear processes, forms, and contacts. That makes planning predictable, but it leaves little room for improvisation.
Request process: the request runs through the responsible category manager or Coop's promotions department. You'll need: an activation description, product details, planned locations, dates, and a hygiene concept. Coop has its own request form that you must fill in.
Lead time: at least 4 to 6 weeks for standard activations. For national roll-outs or special placements (secondary placements, end caps) you need 8 to 12 weeks. Before Christmas and Easter, even more.
Staff: external staff are allowed, but must be registered in advance. Every promoter needs a visible badge. For food tastings, additional hygiene requirements apply: gloves mandatory, hair protection for long hair, clean apron.
Material: your promotion furniture must fit the Coop store concept. Too big, too loud, too colourful: rejected. Ask in advance about maximum dimensions. In most stores the available area is 1.2 x 0.8 metres.
What many don't know: Coop expects a sell-through report after the activation. If you can show your promotion has lifted sales, you'll get a yes more easily next time.
Migros: specifics due to the cooperatives
Migros is decentralised. 10 cooperatives, 10 different contacts, sometimes 10 different rulebooks. That makes Migros the most complex retailer landscape in Switzerland.
Request process: for national activations you need approval from the Federation of Migros Cooperatives (MGB). For regional activations you go straight to the cooperative. Migros Zurich ticks differently than Migros Aare or Migros Geneva. You have to request each cooperative separately.
Lead time: 4 to 8 weeks, depending on the cooperative. Migros Zurich tends to be faster than smaller cooperatives. For activations in Romandy you also need French-language materials and staff.
Staff: same base rules as Coop. In addition: in some cooperatives external promoters are not allowed at the fresh counter. That affects cheese tastings or meat products. Clarify in advance.
Range restriction: Migros doesn't sell alcohol (in classic Migros stores). For wine or beer tastings you'll need to switch to Migrolino, Denner (part of the Migros Group), or other formats.
Our tip: build a network with the individual cooperatives. Personal contact with the promotions lead makes everything easier. At PROMOKANT we have fixed contacts at all 10 cooperatives.
Denner: compact, fast, direct
Denner is part of the Migros Group but operates fully independently. And Denner is more interesting for promotions than many think. The stores are smaller, but the customers are eager buyers and price-conscious.
Request process: central contact at Denner in Zurich. Considerably less complicated than at Coop or Migros. An email with concept, dates and product info is enough for the initial request.
Lead time: 3 to 4 weeks, sometimes faster. Denner is more flexible because decision paths are shorter.
Floor space: Denner stores are compact. Plan for a maximum of 1 x 0.6 metres for your stand. Large builds aren't possible. On the upside, you're closer to the customer, which can be an advantage.
Alcohol: Denner is one of the largest wine retailers in Switzerland. Wine and spirits tastings work especially well here. Don't forget the serving permit.
Comparison: all retailers at a glance
| Criterion | Coop | Migros | Denner |
|---|---|---|---|
| Request lead time | 4-6 weeks | 4-8 weeks | 3-4 weeks |
| Request channel | Category manager / promotions dept. | Cooperative / MGB | Head office Zurich |
| External staff | Yes, with badge | Yes, with restrictions | Yes |
| Max. stand area | approx. 1.2 x 0.8 m | varies by store | approx. 1.0 x 0.6 m |
| Alcohol tasting | Yes, with permit | No (classic stores) | Yes, with permit |
| Reporting expected | Yes, sales data | Partially | Rarely |
| Flexibility | Medium | Low | High |
7 field-tested tips for smooth retailer promotions
These tips come from 20 years of experience and over 4'000 retailer promotions at PROMOKANT:
1. Always ask for the right form. Every retailer has its own templates. Use them. Custom formats are often ignored.
2. Take the store manager seriously. Head office approves, but the store manager decides where you stand on site. Be friendly, respectful, and leave the spot cleaner than you found it.
3. Plan a buffer. If the retailer says 4 weeks lead time, plan 6. Something always comes up: holiday absences, system migrations, forgotten replies.
4. Carry the hygiene concept in writing. On every food promotion. If the food inspector shows up and you can't produce anything, the activation is stopped on the spot.
5. Send staff to the store ahead of time. A short visit the day before clarifies: where's the socket? Where's the lift? Where do I park? Saves 30 minutes of stress on the activation day.
6. Share results. Send the retailer a short report with contact numbers and sales after the activation. It strengthens the relationship and increases the chance of future approvals.
7. Work with an agency that knows the retailers. Direct lines to the promotions leads save weeks. At PROMOKANT we have contacts at all relevant retailer head offices.
Planning a retail promotion and want to make sure all retailer requirements are met? Discuss your project now.