Overview
Suntory required an experienced sales agency to improve physical and mental availability in the retail and out of home environments. Over 20 years ago, they approached CPM due to our expertise and experience across a broad range of channels and our data-led approach to field sales. The collaboration is still going strong.
Our approach
We leverage the integrated sales, marketing and account management resources within CPM to ensure optimal intervention returns and increase ROI. We provide an ongoing 90 strong field sales team across multiple channels, with both area and national management support.
CPM utilise data and predictive modelling to increase the availability and visibility of the products in line with the client's objectives. By doing so, we ensure we are using the best contact strategy (physical or digital) to drive the optimum returns for Suntory. In addition, we ensure that retail basics and compliance are correct and amplify activation wherever and whenever possible.
The result
Our team are continually analysing a plethora of data sources, predicting challenges and activating recommendations to maximise the opportunities. The sales teams have the structure, support network and leadership, combined with the experience, to make the right interventions, in the right stores, at the right time.
Predictive analytics and a dynamic call file focusing the team on higher-value interventions have resulted in the intervention value increasing four-fold and a significant improvement in ROI to 5:1.
The conclusion
The sales team are always looking to ensure that customers have an optimal experience with the brand, wherever they interact with it. The CPM team are seen by their retailers as category experts and there to support the growth of their business.
CPM are continually focused on creating solutions that inspire customers to purchase the brands they love at the point of purchase. The combined effort of the insight, sales, marketing and account teams is pivotal to the ongoing success.
Our strategic relationship with our client enables ongoing collaboration. It allows us to be truly agile to their needs whilst staying ahead with our innovative ideas and providing world-class thought leadership within the channels we operate.
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