Overview
Mattel was looking for a strategic partner to help them improve their availability and visibility in-store. They approached CPM due to our grocery experience, know-how, and ability to maximise revenue for key brands.
Our approach
Our Flex Grocery team adopted real-time alert-driven data to identify lost sales opportunities in-store. This included up to seven SKU’s in each visit, which improved the effectiveness of the team's deployment and maximised ROI return. In addition, we networked with our team of merchandisers to add insight to the data with real-time imagery, examples and best practice.
Our ability to pivot and flex our approach in an ever-changing macro environment was critical. Due to Covid-19, we dealt with lockdown restrictions in the home nations and managed non-essential retail closures.
The result
Over the past three years, we have doubled the ROI for Mattel. This was achieved through:
- Strategic call selection with ranking by sales data
- Identifying key trading periods for toys/games and maximising availability and display opportunities
- Enforcing and adding value to promotional compliance in line with HQ agreed activity
The conclusion
CPM has ensured Mattel maximises both physical and ‘mental’ availability in-store every week through our merchandising strategy. We drive presence on shelf and also win the ‘hearts and minds’ of store colleagues, building relationships that ensure the Mattel proposition in-store remains high on the store’s agenda.
CPM has a tremendous passion for the category and a genuine curiosity for our brands. Coupled with a sound merchandising strategy and promotional plan, we have exceeded anticipated ROI results.
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