CPM India and Nestle India have collaborated since November 2020 to drive their merchandising business in both General Trade (GT) and Modern Trade (MT) for their business in the West. Executing the programs as per the guidelines and increasing the store grading (>90%) has been the deliverable for CPM.
Nestle approached CPM India with the intention of bringing compliance, transparency and enabling best practices in the field. CPM is currently merchandising for the West branch, with a team of 600+ merchandisers in 91 towns and cities, covering 30,000+ outlets.
There are three main elements to our approach for Nestle:
- Re-training the team to become goal and performance-oriented.
- Using PERFORMICs (Field app and Insights suite) to redefine coverage and visit frequency for greater efficiency and image audits to identify gaps and increase programme scores.
- Absolute wage compliance and quick backfills.
Though the key KPI’s of grading, coverage and productivity are our prime focus, we also give emphasis to temporary displays and visibility drives. Tracking the shelf life of products through their Inshelf application is also a key part of the business.
Apart from merchandising, we also track their assets (visicoolers) through our field team using the Parinaam app. Our field team also ensures best in class execution of all the visibility drives throughout the month.
CPM has delivered the following outstanding results for Nestle:
- 15% increase in coverage
- 8% increase in productivity/execution
- Attrition below 4%
The key to success was plugging gaps in coverage and execution by leveraging the insights gained using PERFORMICs. An accurate time-motion study and calibrating successful calls by calendar enabled us to deliver an increase in performance in an extremely short period.