BaliTowel Pop-Up Shop to improve brand awareness - CPM France



In spring 2015, as BaliTowel prepared for the launch of their bath towel range inspired by Balinese sarongs, the BaliTowel team had one strong conviction: they needed to have a presence in shopping centres to improve brand awareness. Indeed, due to their high and constant visitor traffic, as well as their customers’ strong buying intentions and diversified profiles, big shopping centres are essential places for any young brand wishing to rise quickly.

Colourful decorations – neon pineapples, Balinese garlands and parasols – adorned the very summery kiosk developed by BaliTowel, named Chariot Kakilima BaliTowel. With this original and highly qualitative concept under its belt, the brand turned to CPM France to liven up these kiosks, organise activities and of course boost their sales.


To help with its arrival on the French market, anticipating its deployment throughout the rest of Europe, BaliTowel chose to rely on CPM France’s expertise in field marketing, management and the running of branded stores / pop-up shops.

For the launch in May 2015, five shopping centres were chosen: Beaugrenelle, Vélizy 2 and Val d’Europe in Ile-de-France, La Part-Dieu in Lyon and Les Terrasses du Port in Marseille.

Recruitment, product and sales technique training, and management: all the HR and sales aspects were handled by CPM France.

On the back office side of things, a team of five people provided all operational management for the on-site staff, which consisted of a manager and one or two sales assistants per point of sale. The teams were there as soon as the kiosk was set up to display the products, and maintained a presence in shopping centres six or seven days a week.

About BaliTowel Created in Bali and inspired by Balinese sarongs, BaliTowel revisits the typical fabrics, patterns and colours of Indonesian culture with a range of original bath towels that have one printed cloth side and one towel side. As multi-purpose objects, BaliTowels are equally suitable for use at the beach or for decorating the home.

Brand Awareness
Field Marketing


  • 5 kiosks deployed at the launch
  • 13 on-site staff
  • 123 days of activities
Nike - National Coverage of Visual Merchandising across 1,400 Nike retail outlets in italy Kimberly Clark In-store Demonstrations to Drive Sales
High Performance Telesales Team Delivers Over 960,000 Product Sales For British Gas - CPM UK 1200 Monthly Visits to Maximise Diageo In-store Brand Awareness & Visibility - Inventa CPM Italy
Eircom Award-Winning Business: Consumer Field Sales Team - CPM Ireland Red Bull Nationwide In-store Auditing Programme  - CPM Ireland Staples USA nationwide retail auditing & Merchandising programme
Western Union - Delivering Exceptional Customer Experience Through Bespoke e-Learning Tool ASDA Instore Retail Activation increases availability to 94% on entry and 96% on exit - CPM UK
Kipling - CPM raise brand awareness and drive sales for new Wallflower range through European in-store sales promotions FrieslandCampina Field Marketing Sales Force Team Managed by CPM Vietnam Active Selling and Demonstrations for Sky Awesome Foursome - CPM UK Field Marketing team increasing shelf space for Lucozade & Ribena - CPM UK
JTI Mayfair In-store Promotion to Drive Brand Awareness - CPM UK Kraft - Tassimo Direct Selling and Sampling Activity - CPM UK
HP - Driving Windows 8 Adoption in DSGi over Christmas In-store Field Marketing teams increase sales for Babylicious - The Kids Food Company. CPM UK
A1 Comms / Argos Mobile - In-store Sales - CPM UK CPM Manage Bord Gáis Energy Business - CPM Ireland VANS Visual Merchandising in The Netherlands Trócaire Direct Fundraiser Customer Acquisition Programme - CPM Ireland
CPM acquired over 2,400 new home delivery customers in 2013 for The Irish Times Irish Cancer Society Direct Fundraising Team Mattel Retail Merchandising Activity - CPM Australia CPM Vietnam - Mobifone Retail Merchandising
CPM Vietnam manage United International Pharma Sales Performance Tracking CPM Vietnam's Field Marketing team drive sales for Bel Kinh Do POSM Installation and Management - CPM Vietnam Apple In-Store Sales Staff Training - CPM Vietnam
Sales Force Management and Merchandising solution to drive sales for Henkel - CPM Vietnam P&G Pantene Sampling and Product Demonstration - CPM Vietnam Lucozade Ribena Suntory Retail Sales Campaign - CPM Ireland In-store Demonstrations and Assisted Sales Programme for Microsoft - CPM India
HTC ISP and Merchandising Program - CPM India Sampling Activity for McCain products - CPM India Sampling Activity for Britannia treat biscuits - CPM India Pepsico Field Merchandising Programme - CPM India
Agilent Technologies Field Marketing & Telesales team Generate 10M USD pipeline - CPM India Exhibition Stall for Kitchen Aid Appliances to Raise Brand Awareness Cisco Sales and Support SMB Program - CPM India Integrated Marketing Campaign for Bosch Missione Ambiente - InventaCPM Italy
Starbucks Frappuccino Product Launch - CPM UK Coty Prestige In-store Demonstrators - CPM France The customer experience: the main thread of the “LA GRANDE OCCASION” campaign - CPM France Lebara Mobile, Delivering Training in Carphone Warehouse and Phones 4 U - CPM UK
Fujifim. Dixons - In-store Training and Active Selling - CPM UK Grundfos multi-country merchandising solution - UK Vogue Pop-Up Roadshow - CPM Thailand Nok Air 10th Anniversary Activation - CPM Thailand
Ray-Ban Tuk-Tuk Summer Sales Activation - CPM Thailand Revlon Retail Merchandising - CPM Netherlands Heineken Retail Merchandising - CPM Netherlands Mercedes-Benz Field Marketing Program - CPM Netherlands
Natudis Sales Support to drive brand awareness - CPM Netherlands Cosnova Visual Merchandising - CPM Germany Energizer Active Sales & Increased Distribution programme - CPM Germany Douglas Stores- In-store Auditing for decorative cosmetics by CPM Germany
Triumph Visual Merchandising for Triumph Lingerie by Germany  In-store Demonstrations Launching Mondelez Christmas Cookies in France L'Oreal Product Demonstration - CPM France BaliTowel Pop-Up Shop to improve brand awareness - CPM France
Carrrefour Easter In-store Demonstrations and Visual Display - CPM France CPM Manages Field Service for Federal-Mogul Motorparts - CPM Germany Incomm Merchandising, Logistics and Distribution Solution - CPM UK In-store Merchandising for AB World Foods - CPM UK
CPM France manage Exhibition for Alltech Fei World Equestrian Games 2014 CPM Switzerland Field Marketing Team Manages In-Store Training for Intel CPM UK Contact Centre Generated Incremental Sales for Sentinel CPM Switzerland In-Store Sales Demonstrations for ALDI Suisse Panetteria