Category Archives: Netherland

Case Studies

Danone

Audit, Survey, Field Research

The challenge

In 2020, Danone / Danio will come on the market with a new Danio variant. The consumer will be able to choose from 3 flavours (liquorice, tompouce or speculaas) which flavour will be produced. Danio asked CPM to collect consumer surveys in selected stores.

Our Solution

We recruited a Danio team that covered 94 supermarkets of Jumbo & Plus. The promoter was standing in front of a fully branded & filled Coolio. Equipped with an I-pad and a branded T-shirt, they asked the consumer; "Which flavour do you prefer?" The consumer was able to vote on the I-pad, by selecting his favourite flavour. This project was also supported by a social media campaign, so people were able to vote online.

Results

And the new flavour is……. Tompouce. In 2020 we finally can taste this new flavour.

We collected 26.000 votes in store
100% store coverage
Good quality promotors

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Jumbo

Merchandising, Store Remodeling

The challenge

Jumbo supermarkets are constantly building a new formula to offer the best service, the largest and best assortment and the lowest price. For this reason, they convert existing stores to the latest, newest concept and build new stores. To achieve this, they need staff with the right experience and knowledge. In CPM they found a partner to help them remodeling the stores.

Our Solution

We have developed a training course. This includes a shelf remodeling module at the office, an e-learning and a day in the field to learn and experience all assets of the job. In the store we work with experienced teams under the leadership of a team leader. The shelf remodel teams have an extensive experience/background in retail- or convenience stores. The team leader is an experienced convenience store manager/- owner.
We can guarantee quality, speed and efficiency by making each team member responsible for his/her own product groups. This made us the preferred supplier for remodeling the Jumbo stores in the Benelux.

Results

Remodeled 155 stores in 4 years in the Netherlands, and now expanding to Belgium
We developed an efficient way of working within our teams, what makes us finish the job before the deadline
Experienced and motivated employees/teams
Experienced team leaders with “Jumbo” knowledge

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Tags in-store in-store merchandising merchandising retail share of shelf

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Blokker

Merchandising, Store Remodeling

The challenge

The Blokker stores are being converted to a new concept “de newest Blokker” and in CPM they found a partner to help them remodel the stores. After the first transformation they launched an improved version of the concept, “everything for in your house”.

Our Solution

We have divided the Netherlands in 6 regions with their own fixed team.
By creating these teams we could guarantee quality, expertise, efficiency and transmission of knowledge to the store staff.
4 dedicated project leaders are based in the clients office. They are responsible for the remodeling process from A-Z and the first contact person for our teams. The client service team is overall responsible and based in the CPM office.

Results

Above 800 stores in 3 years in the Netherlands
55 stores in Belgium
Successful implementation of new product launches
Saving of 20% on the hours per store (after the first year)

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ASICS

Sales Promotion, Store Staff

The challenge

ASICS has asked CPM to help roll out their Sell Out Staff program. ASICS wants the service to various stores such as; Intersport, Perry Sport & Daka Sports. It’s all about increased sales.

Our Solution

In the Benelux 25 SA’s are working every shopping night & Saturday (12 hours in total) in store to increase the sales as they are an ASICS specialist in store.
Maximizing sales through an efficient, flexible and trustworthy solution that creates great store experience.

Key focus area’s:

Recruit, retain the best and most talented people in the market with s sports background
Face to face coaching to drive increased sales performance
EAssociate rewards linked to performance
Making sure sell-out is optimised by having focus on stock level and display opportunities
Super associates with deep brand Knowledge

Results

A highly motivated and results driven field sales team due to increased focus on Field Coaching and Learning & Development (training program), delivering the following results:

Achieving international sales targets (+ 40% uplift per door)
The existing store staff's knowledge of ASICS is increasing

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PepsiCo

Merchandising, POS Merchandising, Sales, Field Sales

The challenge

CPM Netherlands is a PepsiCo partner since the beginning of October 2018 and is responsible for the field services in Retail en Away from home. CPM provided two teams with a total number of 23 Sales Representatives. The business is split in to two areas: Fixed and Flex. On a dedicated base, our Fixed team lays there focus on perfect shelving and increasing sales through the deployment of local promotions. With our CPM Flex team we give PepsiCo access to extra capacity in a high flexible way.

Our Solution

We changed the current recruitment process of PepsiCo. With a pro-active approach in which we start recruiting new talent before vacancy's appear, we have been able to fill vacancies quickly. We introduced speed dates as a new effective way to interview candidates.
We have set-up a solid back office support team that provides al necessary support to the people in the field (For example; HR activities and Fleet management) and who are also responsible for the client service to PepsiCo.
We initiated multiple innovative efficiency initiatives in order to create savings for PepsiCo in time and money.

Results

Always enough capacity and working with the best people
A transparent, efficient and fun recruitment process
Happy people in the field because they are enabled with the right tools to do their work
Delivering efficiency's and savings. Increasing the ROI.

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Tags displays field sales fmcg in-store merchandising merchandising merchandising service pos displays retail retail displays sales

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Goodyear

Sales Promotion

The challenge

Goodyear asked CPM Netherlands to help with the promotion of Goodyear tires at various dealers like Mercedes-Benz, Jaguar/Landrover and BMW. At first Goodyear needed market information before they could roll-out the promotion wave. For wave 1 the goal was to gather information by completing a survey per dealer. In the 2nd wave the promotion team did a promotion around a campaign, where dealers received a discount by ordering a certain amount of tires. The end goal for this promotion is to gather information, to increase the Goodyear visibility at the dealers and to promote the campaign, so the dealers will buy and sell more Goodyear tires.

Our Solution

We created a team of 2 enthusiastic female sales promoters. They received an intensive training, enough POS materials and a mini with Goodyear tires. In the first wave they asked the dealers to participate in a small survey. In this round they received information, so we could measure the potential for Goodyear at all the dealers. Based on this information we organized wave 2, where the promoters were able to place POS materials and sell in the campaign.

CPM Responsibilities:

Make the dealers participate in the survey
Create a sell-in plan based on the gathered information
Place POS materials
Sell-in the campaign

Results

We were able to explain the campaign at 89% of the visited dealers.
At 81% of the dealers we were able to talk about the market and the campaign
The outcome of the waves was so successful, that Goodyear decided to do 4 waves with CPM the next year

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Tags automotive field merchandising field sales merchandising pos materialen pos merchandising sales survey agents

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Mercedes-Benz

Merchandising, Visual Merchandising

The challenge

Mercedes-Benz contacted CPM in the Netherlands, because they were looking for an outsourced sales agency, with the goal to continuously improve the look and feel of their dealerships in the Netherlands. This included supporting the dealers by implementing and (re)place seasonally all their POS materials in and around the dealers. In addition to providing a team of merchandisers CPM is also responsible for the implementation and the full coordination of this process.

Our Solution

We developed a dedicated and passionate team of visual merchandisers, including project coordination, reporting and coaching on the job.

CPM Responsibilities:

Performing the Visual merchandising activities in 3 rounds every year (spring, summer, autumn)
Collecting license plate information in-field
Merchandising activities:
- (Re)placement of visual in-store merchandising;
- (Re)placement of promotion displays;
- (Re)placement of car information stands;

Results

A well trained team with merchandise specialist for Mercedes-Benz
In 2.5 days we replace all banners at the Mercedes-Benz dealers in the Netherlands
This results in a high dealer satisfaction 3 times a year
A throughout report with all the results and pictures of the new banners, is shared with Mercedes-Benz after every cycle

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Mars

Merchandising, POS Merchandising, Sales, Sales Academy

The challenge

The CPM/MARS POS Merchandising Team consists 11 highly experienced POS Merchandisers who follow up the selling-in activities of the Mars retail account managers. We install eye-catching displays to create second placements in retail to drive maximum impulse. All merchandisers are joining the CPM Sales Academy to develop their skills during the year. The team is supported by a full-time CPM account executive based in Mars Veghel Office together with a full-time and dedicated MARS team field coach.

Our Solution

CPM developed a team of 11 POS Merchandisers supported by a client service team.

Responsibilities CPM :

Follow up secondary placement agreements made by Mars Retail Account Managers.
Merchandise activities:
- Installing displays.
- Stock management.
- Using real-time reporting system and capture all installed displays with photos.
Frequently train the MARS merchandiser via the CPM Sales Academy to keep improving performances.

Results

Triple A results:

A dedicated team and full service model for A-B and C segmented stores in 3 channels
A custom-made and real-time reporting tool for maximum control and insights
A positive client survey confirms the quality of our work for MARS, as one of our longest partnerships in the Netherlands

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Heineken

Sales, Sales Force, Merchandising, POS Merchandising

The challenge

Heineken asked CPM to help and support their Field Sales Force with a dedicated and flexible solution to ensure shelf availability, maximise brand visibility and drive sales with outstanding merchandising executions in the Dutch supermarkets.

Our Solution

CPM recruited and retained sales merchandisers for Heineken for more than a decade already. These merchandisers are working closely together with the Heineken representatives.
By working closely together, we ensure that the 2 teams are complement to each other and feel like “one green team”. Running the operation is about selecting the right talents from the market, training them and giving them support & coaching on the job. Retailers do experience one team with a seamless collaboration and outstanding performance. With a team of approx. 27 Sales Merchandisers each Heineken Sales Representative has the availability of ± 1,5 FTE.

The Sales Merchandisers are delivering first class in-store merchandising execution on demand and they are responsible for increasing product availability & driving sales by:

the presentation & optimization of the Heineken brands on the beer shelf and in the coolers;
creating second placements by building up promotional displays;
placing POS materials & instore theaters;
increasing product availability & drive sales 90% of all retailer stores

With our teams and our detailed store reporting system, we deliver our insight-influence-sales brand promise for over a decade now.

Results

We are proud to be the Heineken Sales Merchandiser supplier and have developed and brought many young talented people into the Heineken organisation. Most starting as Sales Merchandiser and being a Sales Ambassadors for the retail sector and supermarket , some of which still work inside the Heineken organisation in senior roles or having a great jobs at other A-brands in the market. The real recognition comes from the retailers, being together awarded for “The best Grocery Field Force Team” for years in a row.

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Tags displays field sales fmcg in-store merchandising merchandising pos displays pos placement retail retail displays sales

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Coty

Merchandising, Visual Merchandising

The challenge

Before Coty became a CPM client, CPM already had the full Sales & Merchandising responsibility for the Max Factor Brand through P&G. When Coty bought Max Factor (and other beauty brands from P&G) in 2015, COTY started to get to know CPM better. Our Sales Force, consisting of 8 dedicated sales merchandisers and 1 service merchandiser along with our field coach and account executive, are responsible for the merchandising of the Coty brands. This means not only Max Factor but also brands as Rimmel, Bourjois, Sally Hanssen and Miss Sporty in the Etos drug stores. We deliver a flexible tactical solutions for recurring Service Rounds within Kruidvat, Trekpleister and ETOS, a challenging 1800 stores to be covered in 4 weeks time in the Benelux.

Our Solution

On-going we designed a team of 8 Sales Merchandisers plus 1 service merchandiser for Etos, being able to handle quick and adequate and secure availability in stores. Our Agile team ensures that the Etos stores are executed with excellence, as reliable support for COTY ‘s own sales force team. The merchandising activities are out of stock and unit control, replacement of visual in-store merchandising, shelf optimization and sales support.

Besides the responsibility of merchandising in stores, CPM is managing the coordination and handling of returns and the reporting processes of each service round. These are projects, merchandising 1800 stores in a time span of 4 weeks, working closely with COTY and the retailers, handling the critical path schedule to ensure we deliver quality on time target.

Results

Started in 2010 with Max Factor we still deliver a successful dedicated team of merchandising specialists and project team, plus for the recurring service around the support team to cover the 1800 store for service merchandising in the Benelux with approx. 45 additional FTE (beauty segment) trained tactical employees.

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Tags consumer activation health & beauty in-store merchandising merchandising merchandising service pos retail compliance

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