Netherland – CPM Benelux

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.

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

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.

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

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 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.

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.

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.

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