CPM

Lucozade Ribena Suntory Retail Sales Campaign - CPM Ireland

 

THE CHALLENGE

CPM's field marketing team was asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. The main objectives were:

  • Provide an efficient service model to prioritise key outlet coverage and return on investment from a reduced resource budget.
  • Grow share of space and improve sales performance.
  • Create and maintain impactful cooler displays.
  • Sell-In and site secondary promotional displays.

THE CPM SOLUTION

On analyzing the market and the callfile, CPM proposed a retail sales solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels.

CPM recruited a team comprising a Sales Manager as well as Direct and Indirect Sales Representatives, to manage key accounts across:

  • Musgrave Retail (Supervalu/Centra/Mace) & Wholesale
  • Henderson's (Spar, Eurospar & Vivo)
  • NISA & Costcutter
  • Dunnes
  • Independents
Retail Sales
Merchandising

RESULTS / ROI

During 2013, CPM increased share of space by 2%.

For 2013 sales revenue increased by 6% despite a declining overall market.

"6% increase in Sales Revenue"

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