CPM worked with ASDA for over 18 months to define the requirements of the field marketing solution for the MVG (Music, Videos, Games) category. The CPM solution provides effective in-store execution, focussed on improving availability and driving improved stand out in-store to improve the shopper experience in-store and make Asda the destination of choice for Home Entertainment.
CPM work with the category to drive the MVG business forward with a core team of 300 merchandisers. This team is further supported with a team of 1,000 x ‘tactical colleagues’ – a flexible pool of MVG trained merchandisers who are available to support ASDA MVG throughout the year.
The merchandisers objectives are to:
Work with store colleagues to develop category, joint business planning
Through the comprehensive Retail Activation strategy; availability has increased on entry: 82% > 94% and on exit: 87% > 96%
CPM is the sole provider for category support for MVG category field marketing at ASDA
To date CPM have fixed 22,000 off-sale issues in store
Through merchandising and Point of Sale siting; we consistently achieve our KPI of 98% shelf availability