Category Archives: Retail


Case Studies

Retail Merchandising Program

CPM Australia Retail Merchandising Program driving sales in toy category

The challenge

CPM Australia appointed to manage Retail Merchandising Program by toy client to regain their share of business in the toy category. Through effective merchandising by our field sales team, our job was to increase “awareness, availability, and visibility” of key core brands. With over 1,400 product lines, our brief was to maximize our client’s in-store brand presence covering a territory of 2,000 stores.

Our Solution

By increasing awareness of our client’s core brands, our first job was to deploy dedicated field merchandising team per retail banner. This gave them the opportunity to build individual relationships at store level and become experts on those retail banners. Once these store alliances were secured, our merchandisers were able to attain at least 3 additional off location displays per outlet. By doing so, meant we were able to accommodate and customize in-store activity across the individual retail banners.

Results

Our excellence in field continued, we provided the field merchandising capability to activate a competitive advantage during periods of peak sales. Our client’s sales volumes and shelf presence increased dramatically resulting in a 16% sales spike and a 34% shelf presence increase.

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Case Studies

Boots

Boots vitamins Active sell driving sales in store

The challenge

6/10 shoppers visit the vitamins Aisle in Boots stores with the intent to purchase but leave without purchasing because there is too much choice.
We were approached by Boots to deliver an effective sales solution. Our approach was to create a team of experts who would advise shoppers in store and drive sales in the vitamins category.

Our Solution

In order to help Boots increase the value of the overall vitamin category, CPM have deployed a team of active sellers (known in store as Vitamin Advisors). Focussed mainly in the vitamin area of the store, our team of Vitamin Advisors are tasked with the following:

  • Proactively approach customers
  • Use questioning guidelines to understand the customer need and recommend the appropriate product
  • Work with store staff and H/O to ensure on shelf availability is excellent
  • Raise awareness of the on going 3 for 2 promotion

The Team

  • In Central London, we created a team of 22 Vitamin advisors, working 30 hours per week, Wednesday to Saturday
  • The in store hours are bespoke to each store, maximising the busy periods
  • We provided colleague training to enhance the knowledge of the team, with each advisor completing an NVQ
  • The team is supported by a full time Territory Manager and Client Service Manager, who are responsible for in store coaching, driving advisor performance and sales while ensuring the strategic direction of the campaign is in line with expectation.

Results

  • 33,824 Customer interactions
  • 93% of customers rate their experience in store as ‘Excellent’
  • 98% suggest they are ‘Very Likely’ to go on to purchase after interacting with an advisor
  • Over 20,000 samples distributed directly to customers
  • We have ordered 7,728 SKU’s over 8 weeks via Head Office (with a monetary value of £38,408.16)

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Case Studies

Nielsen

CPM Ireland provide Market Research services to Nielsen

The challenge

Nielsen has been working with CPM Ireland since 2015. For this project, CPM was responsible for surveying all independent grocers & newsagents as well as pubs, nightclubs, hotels, sports & social clubs in certain electoral districts in a given time frame.

Our Solution

CPM recruited 18 experienced survey agents and 2 team leaders and provided them with tablets. Our client delivered the training along with the assistance of the account manger. Our team leaders conducted back checks on the work done by the field to ensure all data was captured correctly.

CPM has introduced advanced technology to:

  • Geo-locate/geo-map outlets across the Island of Ireland.
  • Integrate territories into Google maps so survey agent could go right down to street view within their given territory.
  • Use validations and routing on surveys to ensure accurate data received.

Results

    All surveys were delivered in the given time frame. All post survey queries were dealt with in a timely manner. Client was very satisfied with the service received and enhancements made to the project.

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Manor

CPM Switzerland Sales Promotion team driving sales for the Manor credit card

The challenge

We provide professional and highly motivated Sales Promotions teams for Manor stores who promote the benefits of the Manor credit card and to win new cardholders. We have built a strong sales promotion team who are able to reach client’s targets. The selection of the promoters is a crucial part in this promotion as the requirements are very specific and targets are high. After an in-depth training, sales promoters are informing customers inside the Manor Stores about the benefits of the Manor-Card to encourage them to complete the application form whilst in-store. With very detailed and regular reporting, as well as follow-up training, we ensure that our team are in-line with both compliance and targets on behalf of our client

Our Solution
  • Dedicated Sales Promotions team of 40 highly trained promoters
  • We deliver 342 promotional days over the year
  • We cover 57 Manor stores in 57 cities all over Switzerland
  • Regular bespoke Sales Promoter training to ensure highly motivated compliant sales team

Results

  • We have recruited over 4,000 new Manor credit card holders
  • Average of 12 credit cards per sales promoter

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Vans

Merchandising, Visual Merchandising

The challenge

Since November 2016, we have been working together with VANS in the area of ​​visual merchandising throughout Europe. Visual merchandising finds its application at the POS (point of sales) – both in VANS owned shops as well as at shop-in-shop displays at large retailers or specialist stores.

Our task is to implement VANS’ European visual shop/shelf guidelines throughout Switzerland.

Our Solution
  • Dedicated Visual Merchandisers
  • Nationwide service
  • Retail: VANS Stores, Doodah

Results

  • Improved visibility of products and POS-Material
  • Shelf compliance, always according to international guidlines
  • Clarity and guidance for consumer in shop
  • Constant interaction with clients and consumers

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Chep

Field Research team provide Auditing and Service visits for Chep across Europe

The challenge

CHEP is a global provider of supply chain solutions serving in more than 60 countries. CHEP offers a wide range of logistics and operational platforms and support services that are designed to increase performance and lower risk while improving environmental sustainability. CHEP’s 12,500 employees and approximately 300 million pallets and containers deliver comprehensive coverage and exceptional value, supporting more than 500,000 customer touch-points for global brands such as Procter & Gamble, Sysco and Nestlé. These products can generally be recognized by their blue colour and CHEP logo.

Our Solution

CPM provides a range of services to support CHEP with locating, auditing and recovering their assets. Field research agents ensure the location behaviour adheres to CHEP policy with the aim of improving flow in the CHEP distribution and return model.

Results

  • Improved turnaround time for returning empty pallets to CHEP
  • Real-time monitoring about pallet status/situation

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