From Shelf Presence to Shopper Experience - How retail execution evolved to drive brand growth

Availability gets products seen. Visibility gets them noticed. But it's engaging, knowledgeable people who create the confidence that inspires shoppers to try, buy and love brands…

By the 1960s, retail had changed dramatically.

Supermarkets were replacing traditional counter service, self-selection was becoming the norm and consumers were faced with more choice than ever before. Simply getting products onto shelves was no longer enough. Brands now had to stand out, capture attention and give shoppers a reason to choose them.

It marked the beginning of modern retail execution.

Availability and visibility became critical. Eye-catching displays, secondary sitings and effective merchandising helped brands win the battle for attention. But the most successful brands recognised something that's still true today: Visibility creates opportunity but experience creates demand.

As brands looked for new ways to influence shoppers, CPM spotted an opportunity to do more than simply place products on shelves.

We pioneered one of the UK's earliest experiential and product sampling divisions, bringing brands to life through demonstrations, conversations and hands-on experiences. Rather than simply asking shoppers to buy, we gave them the opportunity to try, buy and love products.

Today we call it experiential marketing and brand activation.

Back then, it was another example of finding a better way for brands to grow.

What made those early campaigns successful wasn't simply the sampling.

It was the people behind them.

CPM built a team of passionate brand representatives, many recruited from the communities they worked in and offered flexible opportunities for women that were very progressive for the time. They understood local shoppers, built genuine conversations and represented brands with warmth, knowledge and authenticity.

In many ways, they became some of the UK's first professional brand ambassadors.

Nearly 90 years later, that belief remains at the heart of CPM.

We're people people.

We care about understanding shoppers, retailers and client needs. We're curious about what motivates behaviour and how brands can create more meaningful connections. We achieve together, combining diverse skills, experience and perspectives to deliver better outcomes for our clients.

Because technology may target and enable engagement, but it'speople who create memorable experiences.

Today's shoppers have access to more information than ever before. They can research products online, compare prices instantly and read hundreds of reviews before making a purchase.

Yet human interaction still has a powerful role to play.

Whether we're introducing shoppers to a new food or beauty brand through sampling, demonstrating the latest bean-to-cup coffee machine, showcasing connected consumer technology, or helping someone understand the benefits of a healthcare product, the principle remains the same: people buy with more confidence when they've experienced a product and had their questions answered by someone knowledgeable and approachable.

That's why today's field marketing is about far more than demonstrations. It's about creating meaningful moments that build trust, remove barriers to purchase and inspire people to try, buy and love brands.

While the principles haven't changed, the way we deliver them certainly has.

Today's brand ambassadors are equipped with real-time data, shopper insights and Ai-powered intelligence that helps prioritise the right locations, personalise conversations and maximise every interaction.

Through our Liquid Approach™, we combine amazing people with strategy, data and technology to create experiences that drive measurable commercial results.

The best retail experiences don't happen by chance.

We’ve carefully designed them around what shoppers need, what retailers value and what brands want to achieve.

Looking back, it's easy to see how much retail has evolved.

From merchandising and retail execution to experiential marketing, product sampling and customer engagement, the tools have changed dramatically.

But the principle that has guided CPM for nearly 90 years remains remarkably simple.

Brands grow when they connect with people.

That's why we'll always believe there's a better way to influence shoppers - not simply by getting products onto shelves, but by creating experiences that inspire people to try, buy and love them.

Retail execution will continue to evolve, but brands will always grow by creating meaningful experiences that inspire people to try, buy and love their products. Great retail experiences combine visibility with human connection, because it's amazing people who turn interest into action.

Next in our series: From local expertise to global consistency - How international sales evolved.