Category Archives: Merchandising


Case Studies
LEADING FMCG BRAND

Van Sales Distribution Drive
The challenge

Drive volume sales and increase distribution within the smaller independent retailers over during the summer period

  • Sell in / drive sales of NPD
  • Increase sales and distribution of the core SKU’s
  • Create availability across the range

Our Solution
  • An 8 week campaign selling in deals that are competitive and engaging for retailers
  • Use a tactical sales team to increase brand awareness and sales within a bespoke call file
  • Utilise proven experience to ensure long term distribution return
  • Identify the optimum stores & territories using our unique store data.

Results

  • Increased distribution across 8 core range SKU’s by over 20%.

Case studies

Connect with us


Case Studies
LEADING FMCG MANUFACTURER

Driving sales with a blended team in Grocery
The challenge

Our client wanted to drive core SKU availability and visibility in store within Grocery outlets to provide shopper choice and drive our clients share within set locations in store. They also wanted to monitor compliance in store.

Our Solution

Our dual approach team both strategic and tactical, service an agreed callfile of 750 stores.

Our tactical team visit each store to merchandise for maximising space opportunities, drive SKU availability and visibility, maintain agreed space, audit SEL compliance and interventions as appropriate

Our strategic team negotiates with store contacts to increase space in key locations in store, place additional stock orders, manage book stock errors, SEL compliance, and develop a strong in store relationships with key contacts.

Results

  • Sales uplifts of over 11%
  • Share increase @ 1%

Case studies

Connect with us


Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Blended Field and Phone
The challenge

Our clients ambition is to grow sales of their brands and to partner with an agency that bring experience & expertise to drive sales. Having worked together since 2006, we work with our client to deliver an integrated field and telephone sales support team – supporting bars, restaurants and licensed café’s to increase brand visibility, drive ROS and identify new opportunities.

The blended field and phone solution provides a cost effective approach to managing the call files, reducing the cost to serve lower value and geographically hard to reach outlets. The cross trained flexible Telephone Account Managers also provide tactical callage to drive NPD and data cleanse within the dynamic on trade market.

Our Solution
  • We provide a team of 18 Customer Development Executives and 5 Telephone Account Managers providing support to outlets to retain our clients brands, ensure sufficient stock of branded glassware and improve visibility of brands to drive ROS.
  • Promotion of dual stocking and identify prospects for new brand sales.
  • Telephone team also provide vacancy coverage for internal regional field sales teams for high value call files, attend new business days in trade and make transfer orders.
  • Driving sales of new brands via sampling evenings and marketing promotions supporting bar/club staff in understanding how to ‘sell’ the brands we introduce.
  • Working to ensure quality of product is delivered to the end consumer by effective training and brand activations in a B2B approach.

Results

  • Brand retention across outlets at 97% v Target of 91%.
  • 2400 outlet training sessions run each year with a 92% mystery shop pass rate.
  • Yearly increase in ROS with 80% of outlets achieving ‘Fair Share’ or higher of projected sales.
  • Increasing dual format listing across country by 5% YOY, generating an additional £720,000 in revenue.

Case studies

Connect with us


Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Delivering a Multi Channel Solution across the On & Off Trade
The challenge

Our multi channel team was launched to support our clients performance ambition across key City Centres driving brand advocacy and increasing sales and share with Key On Trade, Wholesale & Grocery Small Format customers.

Our Solution

A team of 8 Regional Executives & 1 National Field Manager provide coverage to 8 city centres visiting On Trade National Account Customers, Wholesale Depots and Tesco Small Format outlets. Providing both experiences and increased sales and share through a consultative approach the team are focused on:

  • Creating brand advocacy in the On Trade by delivering staff training & consumer sampling, facilitating in bar gamification incentives for staff, running mystery shopping activities and increasing perfect pour status for Beer and Spirits
  • Driving increased distribution & sales within key Wholesale depots by working in partnership with Managers to create bespoke Joint Business plans and build incremental displays
  • Supporting increased sales across key city centre Grocery small format stores by focusing on retail basics including book stock errors, secondary displays & promotional compliance

Results

  • 15 individual On Trade projects completed in key account and regional groups in FY16/17
  • 18,000 displays activated in key Wholesale Depots in FY16/17
  • 5,255 sales interventions made in key Grocery Small Format stores in FY16/17

Case studies

Connect with us


Case Studies
Mercedes-Benz

Merchandising, Visual Merchandising
The challenge

Mercedes-Benz contacted CPM Nederland looking for an outsourced sales agency with the goal to continuously improve the look and feel of their dealerships in the Netherlands. This included supporting the dealers by implementing and (re)place seasonally all their POS materials as per 2012 in and around the dealers. In addition to providing a team of merchandisers CPM was also responsible for the full coordination of this process and implementation.

Our Solution

We developed a dedicated and passionate team of Visual merchandisers including project coordination and support taking into consideration all necessary facilitating from Mercedes-Benz

CPM Responsibilities:

  • Performing the Visual merchandising activities in 3 rounds every year (spring, summer, autumn)
  • Collecting license plate information in-field
  • Merchandising activities:
    • (Re)placement of visual in-store merchandising;
    • (Re)placement of promotion displays;
    • (Re)placement of car information stands;

Results

  • 19 Events , 6850 Attendees & 2022 Enquires in 2017 as on 31st March.
  • 63 Events, 17117 Attendees & 5391 Enquires in 2016

Case studies

Connect with us


Case Studies
Vans

Merchandising, Visual Merchandising
The challenge

Since November 2016, we have been working together with VANS in the area of ​​visual merchandising throughout Europe. Visual merchandising finds its application at the POS (point of sales) – both in VANS owned shops as well as at shop-in-shop displays at large retailers or specialist stores.

Our task is to implement VANS’ European visual shop/shelf guidelines throughout Switzerland.

Our Solution
  • Dedicated Visual Merchandisers
  • Nationwide service
  • Retail: VANS Stores, Doodah

Results

  • Improved visibility of products and POS-Material
  • Shelf compliance, always according to international guidlines
  • Clarity and guidance for consumer in shop
  • Constant interaction with clients and consumers

Share thisShare on FacebookTweet about this on TwitterShare on LinkedIn

Case studies

Connect with us


Case Studies
Coty

Merchandising, Visual Merchandising
The challenge

Before Coty became a CPM client CPM already had the full Sales & Merchandising responsibility for the Max Factor Brand through P&G. When Coty bought Max Factor (and other beauty brands from P&G) in 2015 COTY started to get to know CPM better. Our Sales Force, 8 dedicated sales merchandisers and 1 service merchandiser along with our field coach and account executive are responsible for merchandising not only the Max Factor but also for brands as Rimmel, Bourjois, Sally Hanssen and Miss Sporty in the Etos drug stores and delivers flexible tactical solutions for recurring Service Rounds within Kruidvat, Trekpleister and ETOS, a challenging 1800 stores to be covered in 4 weeks time in the Benelux.

Our Solution

On-going we designed a team of 8 Sales Merchandisers plus 1 service merchandiser for Etos being able to handle quick and adequate and secure availability in stores. Our Agile team ensures that the Etos store are executed with excellence as reliable support for COTY ‘s own sales force team. The merchandising activities are out of stock and unit control, replacement of visual in-store merchandising, shelf optimisation and sales support.

Besides the responsibility of merchandising in stores CPM manages the coordination and handling of returns, the reporting processes of each service around projects, merchandising 1800 stores in a timespan of 4 weeks working closely with COTY and the retailers and handling the critical path schedule to ensure we deliver on target.

Results

Started in 2010 with Max Factor we still deliver a successful dedicated team of merchandising specialists and project team, plus for the recurring service around the support team to cover the 1800 store for service merchandising in the Benelux with approx. 45 additional FTE (beauty segment) trained tactical employees.

Case studies

Connect with us


Case Studies
HTC

Merchandising, Visual Merchandising
The challenge

Ensuring product visibility at 2,440 Retail Outlets (1,861 GT + 579 MT) across India with a team of 39 Visual Merchandisers and 1 Team Manager.

Our Solution
  • Seasonal / Festive creative visual merchandising with cube boxes in GT + MT outlets as per space availability.
  • Provide a creative visual POSM to attract customer interest and drive sales.
  • Rotate stock to maximise best before end dates.
  • Close relationship with Visual Merchandising and Brand Ambassador.
  • Real time reporting & tracking.

Results

  • Increased brand visibility of HTC products.
  • Created consumer engagement with demo devices.
  • Increased sales of HTC products.
  • Improved relationship with retailler and merchandising team.

Case studies

Connect with us


Case Studies
McCain

Merchandising, Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation and Merchandising team increase sales in Modern Trade outlets at a Pan India level for McCain.
A robust team of 128 promoters, 50 merchandisers and 10 supervisors covering 350 stores across 32 cities to accomplish the desired results.

Our Solution

Key Deliverables:

  • Consumer engagement encouraging product sampling
  • Placement of products to capture maximum product visibility share
  • Daily stock availability status and reporting ‘out of stock ’ for immediate corrective actions
  • Tracking and implementation of promotions and visibility
  • Maintenance of deep freezer enabling optimum product quality
  • Provide client reporting and analytics

Results

  • Increase and sustain product visibility share for McCain products.
  • Increase incremental sales in particpating outlets.

Case studies

Connect with us


Case Studies
SONY OMG!

Merchandising, POS Merchandising
The challenge

A team of 12 merchandisers covered the top 50 stores across 7 cities in India to deploy OMG merchandise. Repeated regular visits were made for 2 consecutive months to check to carry out compliance audits maintain the POSM. In-store promoters were deployed in the TOP stores at weekends to provide information about the campaign and the promote the category.

Our Solution

The following collaterals were produced and deployed:

  • Posters
  • Scrolls
  • Standees FSDU
  • Danglers
  • Headers

Results

  • Increased brand visibility on the re-launch of the category.
  • 92% score on brand visibility in the first 3 days.
  • 94% score on additional spots.
  • Increased product availability and visibility of the titles and catalogues in the category and stores.

Case studies

Connect with us




WATCH OUR SHOWREEL
CPM JOBS
Top