Overview
Stanley Black & Decker chose CPM because we offered a world-class team with real expertise and passion for the brand.
COVID 19 changed the landscape for many businesses and industries. However, the flexible, agile, and highly skilled CPM team has helped ensure Stanley Black & Decker are equipped to deliver market growth in the current retail and trade sectors.
Our approach
CPM provided a dedicated trade and retail team in UK and Ireland. Post-lockdown, we re-energised our people and delivered a comprehensive back-to-work plan with new safety measures implemented. Our approach involved the following strategies:
- Called on 700+ retail stores and 1000+ trade stores and ensured share of space was retained to pre-Covid levels.
- Maintained No1 brand status with both retailers and consumers.
- Used a combination of brand engagement, demonstration and sales skills to support retailers and influence end-users.
- Increased the programme scope and reach using digital channels, including Handtool and live studio for training and brand marketing.
The result
The team were initially focused on ensuring the shelves were full with the right SKUs and book stock errors were rectified. They offered immediate training and support to retailers, delivering training to more than 300 tools specialists. Their success has led to the team expansion into the electrical channel.
The key to winning has been ensuring the team has a robust focus on the availability and delivery of retail standards. The main goal has been to place Stanley Black & Decker at the front of both customer and consumer minds. The insight and data ensured the team were focused on delivering outstanding retail and trade results and transforming brand presence.
The conclusion
Front line field-based sales and marketing teams were central to the delivery for Stanley Black & Decker. In addition, CPM delivered a team focused on B2B commercialisation and training. Our insight-driven and end-user focused approach delivered high sales conversion for the brand.
Integral to success has been the resource driving stock to shelf, in-store merchandising, converting sales and Stanley Black & Decker ambassadorship. Throughout, we have always been focused on upskilling resources, with digital solutions to extend the coverage of B2B and B2C touchpoints, along with continued in-store execution.
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