CPM

Fujifim. Dixons - In-store Training and Active Selling - CPM UK

 

THE CHALLENGE

CPM UK Technology Group were engaged to deliver active selling on behalf of Fuji during Xmas 2013 in 20 Currys & PC World stores across the UK with a focus on training and selling the Fuji Instax Mini 8 instant camera

Targets

  • Train a minimum of 2 colleagues per store, per day
  • Sell a minimum of 2 products per store, per day

THE CPM SOLUTION

  • Profile all Technology Ambassadors to establish the right team
  • Train a team of 20 Technology Ambassadors
  • Supply Fuji branded uniform and kit to the team for the activity including Santa hats, gold coins, Instax Mini 8 instant camera and film
  • Set up a bespoke Fuji report that the team accessed via an App for instant data capture
active selling
in-store training
field marketing

RESULTS / ROI

  • Trained a total of 197 colleagues – average of 3.6 colleagues per store, per day
  • Sold a total of 85 products – average of 1.3 products per store, per day*
  • Overall our teams sales contributed to over 10% of Dixons total category sales on the days our team were in store
  • *low stock levels of SKUs prevented achievement of target set

"CPM provided the perfect solution to our brief of improving sales via demonstrations over the busy peak period. This was all the more impressive due to the short lead times we were working to. The organisation, and attention to detail was second to none throughout, with Sam always keeping me up to date before, during and after the activity. The detailed reports enabled us to make the best out of repeat demonstrations over the busy period, and thus ensuring return on investment. The quality of the tactical team exceeded my expectations, providing both confidence and enthusiasm to a product they had just under a week to familiarise themselves with. I would not think twice about using CPM for future tactical work"

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