For brands looking to grow in the convenience channel, selecting the right field sales model is a critical commercial decision. The right approach can accelerate distribution, increase rate of sale and maximise return on investment.
While long-term dedicated teams offer consistent focus on your brand, it can be costly and, in some cases, unnecessary. When a brand is focused on launching NPD or driving sales as part of a seasonal push, short-term field activity can be a better alternative.
Two short-term approaches are Tactical Deployment and Syndicated field teams. Both can deliver results, but they differ significantly in cost, scalability and speed.
At CPM, we offer a range of field sales solutions designed to meet different brand objectives. One of the biggest decisions is whether a campaign is delivered through a Tactical or Syndicated model.
A Tactical team is built exclusively for your brand, providing dedicated resource, complete focus and full control over execution.
A Syndicated model leverages an established team of experienced field professionals who represent a portfolio of brands.
Tactical Deployment provides short-term dedicated field sales support for a single brand, usually over 2-3 months.
This model delivers complete brand focus, with every objective and retailer activity centred on the client's products. It is often used for major launches, strategic projects or campaigns that require a fully bespoke approach.
However, a Tactical Deployment recruits teams specifically for each use. While this delivers exclusivity, it may introduce challenges or simply be cost prohibitive.
This is because a Tactical Deployment requires new hires to be trained and given time to establish relationships with convenience retailers, which means time is needed before they can operate at full effectiveness.
| Advantages of a Tactical Deployment | Considerations before making a Tactical Deployment |
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Not all syndicated field solutions are designed to achieve the same outcome.
Regular Syndicated van Merchandising & Compliance focuses on in-store execution. Delivered through van teams, visits are assigned on a per-call basis to improve product availability, merchandising standards and compliance. The focus is not to sell in per se and the van service may stock many competing brands. This is for brands that need products placed correctly, promotions executed effectively and standards maintained across a large store network.
CPM Shared Resource syndicated van service, by contrast, is a sales-led solution. Rather than completing individual merchandising or compliance calls, experienced field sales professionals represent a limited portfolio of 5 complementary brands over one or more 8 week cycles. They build, relationships with retailers, influencing ranging decisions, distribution gains and sales growth over time, as well as merchandising and compliance. It also includes digital engagement and wider coverage through our unique app *shopt.
Our Shared Resource syndicated van model gives brands access to an established team of convenience field sales professionals without the cost of building a dedicated team from scratch.
Because these representatives are already active in the channel, they have existing retailer relationships and a deep understanding of the convenience landscape. This enables brands to accelerate retailer engagement from day one, reducing onboarding time and delivering a faster route to market.
The model is particularly effective for brands looking to:
One of the key differences between Tactical Deployment and Shared Resource is the time needed to become effective in market.
Newly recruited Tactical Deployment teams often require time to develop retailer relationships and build channel knowledge. By contrast, Shared Resource utilises sales professionals who are already active in the convenience sector. Existing retailer networks improve campaign efficiency, while experienced field teams can engage retailers immediately.
Where the aim is to maximise distribution, increase coverage and improve cost efficiency, Shared Resource provides access to proven field sales capability without the lead time associated with recruitment and training - plus it provides unique digital engagement via *shopt for wider coverage and to keep visibility between physical visits.
Effective convenience strategies rely on more than store visits alone.
Not every retailer can be reached efficiently through face-to-face visits. Some locations are geographically remote, while others can be cost-prohibitive to visit at scale.
By combining field and digital engagement, brands can focus physical resource where it delivers the greatest impact, prioritising stores that benefit most from in-person interaction and sales support.
At the same time, digital communication helps maintain visibility across a wider retailer network. Retailers who already stock a brand may not require regular in-store visits, but they still benefit from timely promotions and incentives. Digital engagement keeps brands front of mind, reinforces key messages and maintains a consistent presence between field visits.
Our Shared Resource model combines face-to-face selling with ongoing digital engagement through *shopt, a mobile app used by 20,000+ convenience store owners across the UK. It helps retailers discover new products, access exclusive offers, and get rewarded for engaging with brands.
With *shopt integrated into our Shared Resource syndicated van model, it creates a continuous retailer communication programme that helps maintain visibility and reinforce key sales messages.
Our integrated Shared Resource approach offers:
This result is broader reach and more consistent retailer engagement than field activity alone.
The impact of our Shared Resource model can be seen in our work with Asahi.
Following the transition from a six-person dedicated field team to a Shared Resource programme, the brand achieved significant improvements in both efficiency and coverage.
Results
The results from this Shared Resource programme also received industry recognition, winning FMBE Gold Awards 2025 for Most Effective Tactical Campaign and Campaign of the Year.
This highlights how an established field team, existing retailer relationships and data-led targeting can support commercial objectives while reducing investment requirements.
Both models are effective, but they solve different business challenges.
A Tactical Deployment may be the most appropriate choice when a campaign requires complete exclusivity or highly specialised expertise. It can also be well suited to strategic initiatives where full control and bespoke execution are priorities.
Our Shared Resource syndicated van service increases retailer coverage efficiently by leveraging an existing network of trained sales professionals and retailer relationships. It is often well suited to brands seeking cost efficiency and faster routes to market.
A Tactical Deployment may be the right choice if you require:
A Shared Resource programme may be more appropriate if you require:
Tactical Deployment and Shared Resource fulfil different commercial needs.
Tactical Deployment delivers dedicated field sales support and complete brand focus. Shared Resource combines field sales and digital engagement, increases convenience retailer coverage and provides access to established channel expertise.
Ultimately, the decision should be guided by the outcome a brand is looking to achieve. For some campaigns, a dedicated resource will be the right solution. For others, leveraging an existing network with proven channel expertise may provide a more efficient route to market.
Not sure which model is right for your brand? Contact us for tailored advice and find the right field sales team for your brand today.