In the fast-moving world of consumer electronics retail, innovation alone isn’t enough. Brands need to connect with customers in ways that are personal, persuasive, and powerful - whether that's in-store, at a pop-up, or a high-profile trade event. With attention spans short and competition fierce, having the right retail execution partner can be the difference between browsers and buyers.
At CPM, we help consumer electronics brands turn retail into a strategic advantage. Our people are at the heart of everything we do - bringing products to life, building trust, and driving influence where it matters most: at the point of purchase. From immersive product demos to retail training, we deliver connected brand experiences that not only engage but convert, backed by global experience and local expertise.
Our approach is informed by deep insight into the evolving shopper journey, as explored in our recent whitepaper, Journeys in Data: The New Shopper Journey. We spoke to Cat Micunovic, General Manager at CPM UK, about how we help brands deliver exceptional retail and away-from-home activation that drives measurable results in this channel:
We create immersive, brand-led experiences that cut through the noise. Our specialist brand teams are carefully selected and trained to deliver compelling, hands-on product demonstrations that showcase the value of your products and leave a lasting impression on shoppers. We know that 57% of shoppers will visit a retail outlet as part of the journey to purchase, so it’s essential we know who our clients key target shoppers are and that we use that touchpoint to engage and inspire with every interaction.
Fundamentally, we are a Sales business. We combine agility, insight, and human connection. Our Liquid approach allows us to adapt dynamically to market conditions, deploying the right people and resources at the right time in the right locations to maximise impact and ultimately ROI for our clients.
Working with brands like Samsung and Amazon, we’re trusted to represent some of the world’s most innovative tech. That means every decision must be backed by data and geared toward delivering clear retail ROI.
Our people are more than just sales reps. In fact, I hate that term as it totally devalues what they do. They’re brand storytellers, problem-solvers, and trusted advisors. They translate complex features into real-world lifestyle benefits tailored to that individual shopper, making the shopping experience more engaging and informative and ultimately more successful. That human connection is so powerful and is at the heart of everything we do as a team. Whether it’s dealing directly with shoppers in or out of the store, or building meaningful commercial relationships with retail Managers.
If you read our recent whitepaper, today’s consumers are “convergent shoppers” - they blend online, offline, mobile, and social channels into one seamless journey. With 83% of people using their phones in-store and 75% shopping both online and offline, CE brands must deliver connected, physical and digital experiences to stay relevant. At CPM, we support this across every relevant touchpoint - whether it’s creating experiential pop-up shops, designing immersive trade stands, hosting at expos or in-store retail staff training. Our blended approach ensures our clients’ brands get maximum engagement and stay front of mind throughout the purchase cycle.
I mentioned our Liquid approach, in essence, we use real-time data, predictive analytics, and AI to identify high-impact interventions. This helps us optimise resource allocation, improve conversion rates, and ensure every customer interaction is meaningful and measurable. Our clients love this approach as it allows them to see clear ROI. We work as true strategic partners with them, so this means we utilise shopper, EPOS and many other data sources specific to their campaign or activity to predict the next best action or direction of travel.
As part of an international group, we bring group best practices to every market we serve - shortening learning curves and scaling results quickly. We’ve worked with tech leaders like Microsoft, HP and Google across multiple regions, enabling us to tailor solutions to the unique dynamics of each local market, which is key.
Whether launching a product in the UK or scaling a campaign across Europe, we offer scalable, insight-led retail execution.
Our teams are trained to excite, engage by asking the right questions and tailoring their approach to each shopper. Technology is designed to enhance and make a shopper’s life easier, and our human connections are what turn browsers into buyers - and buyers into loyal customers. We know the number one reason shoppers visit retail, for example, is to get hands on with the product as part of their purchase consideration. Our role is to make that trial experience effortless and fun so they go on to purchase.
From our Journeys in Data research, it’s clear that value is no longer just about price. Shoppers are motivated by experience, time, sustainability, and personal reward. Our teams are trained to understand these motivations and deliver experiences that align with what matters most to today’s consumers when and how they want to interact.
We consistently exceed expectations by combining data insight, strategic planning, and field execution.. For example, in the UK, our work with global tech brands has contributed towards 58% of sales in covered stores, increased Premium Product sales by over 50% and driven additional attach sales of up to 40% (Category Dependent). These outcomes are a direct result of aligning our expertise with each client’s strategic goals and sales KPIs.
Because we’re not just an agency - we’re a strategic retail partner. We offer a complete, connected solution - from strategic planning and data science to outstanding on and offline execution combined with exceptional customer experiences. Our Liquid approach ensures we’re always aligned with a client’s goals and can adapt to their customers’ needs or behaviour, and the ever-changing retail landscape to maximise results.
From in-store activations to away-from-home brand experiences, we help CE brands influence every step of the shopper journey, delivering not just visibility - but real sales results.