Case Studies

P&G

CPM provide a dedicated field sales merchandising team for P&G Netherlands in both drug stores and supermarkets

The challenge

P&G Netherlands has been a CPM Netherlands client since they bought Gillette back in 2005.
CPM provided field sales solutions for Gillette and were delighted to have the opportunity to include P&G in their portfolio of clients. The brief was to build and maintain distribution in-stores and to recruit a dedicated field sales team. The field sales team consists of 9 Store Development Representatives, along with 1 field sales coach and 1 account executive who are responsible for P&G’s portfolio, merchandising in both drug stores and supermarkets in the Netherlands.

Our Solution

CPM recruited a dedicated entrepreneurial team of people to be responsible for informing stores on new initiatives, ensuring the “power SKU’s” are available and on shelf in line with headquarter or store agreement. In addition; to increase share of shelf where/when applicable, to avoid out of stock situations and optimise second placements in store to drive sales. Using the Retail reporting module designed by OMNI ISG on the Salesforce platform we report back the results and any concerns directly to our point of contacts in the P&G office in Rotterdam, enabling the account managers to be in the driving seat when talking to their clients.
The field sales coach and account executive sit in the P&G office one day a week and join meetings with the P&G teams, they work closely together maximising the opportunities for each call cycle and bring expertise and learnings outside – in.

To streamline data we make use of innovative tools in order to keep improving the sales and merchandising process.

Results

A strong and flexible partnership has been built over the years securing all of our learning, share of information and recommendations, thus improving shelf space, product availability and increased sales

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