In the UK retail media is forecast to be worth £6.5bn by 2027 (1WPP) and generate more advertising revenue than TV by 2023 (2 Reuters). Whilst we know that digital media is growing in importance, in-store audiences can be on average 70% larger than digital ones (retail brew.com) hence the continued demand for brands to attempt conversion at the shelf edge with physical media.
Imagine, as a brand manager, visiting a store to see your latest media campaign live and observe the impact it’s having on customers, only to find that the store hasn’t been able to implement the media due to a record number of price changes and availability issues…disappointing. Now imagine being the media owner and the financial risk associated with not being able to firstly guarantee implementation of the media you’ve sold, and secondly prove compliance. Implementation and compliance are imperative to being able to win marketers over by demonstrating the true value driven through your media mix.
At CPM we co-created an end-to-end solution for one of the largest UK grocery retailers to ensure they hit their desired implementation rate and could demonstrate to their clients that the media was in place as agreed. This solution has been in place for 7 years and constantly evolves to satisfy any changes in strategy or market.
Our solutions rely on our dedicated field team, a group of experts in both media implementation and their clients. At CPM we take the time to hire the right people and train them consistently on store retail standards and how to build great relationships with the stores they service. Our client tells us our field team is “an extension of the store team, a trusted colleague” who completes the final piece of a physical media campaign.
Our solution also relies on providing timely data and insight to our customers; we used our technology capabilities and expertise to build a system that allows us to share compliance data directly with our client’s clients.
In our most recent client survey, feedback was “CPM have proved themselves to be the best in the business”, and how do we do this:
1. Listening to our clients and embedding ourselves in their culture.
2. Co-create bespoke processes and operations with our clients.
3. Invest in training our colleagues to provide expertise to our clients.
4. We work with individual stores, taking time to understand retail complexity.
5. We build technology to serve the client issue.
6. We work at pace with our reporting.
We can partner with your company to secure conversion at the shelf edge, with physical media implementations.
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