In 2010 Procter and Gamble decided to outsource their sales force and focus on their core strengths, making innovate products and bring them to markets. As CPM where already delivering their supermarket sales force P&G / Max Factor decided to contact CPM in order to maintain their sales and merchandising in drug stores. CPM took over liability of their people and continued with the field team and agreed strategy.
Our Solution
After we took on board the field team we started optimising the store planning, changed some regions using the latest optimisation technology available in our group and brought our experience and expertise in from clients sharing and re-applying our success into the newly designed field sales team.
We directly saw the positive effect on sales climbing up to I X 108 managing the make-up units and selling custom-made year plans to the retailers. In 2015 P&G sold Max Factor to COTY. Although the strategy of COTY made some changes we are still successfully working with Max Factor with a passionate team of Sales Development Representatives that still have a great and trustful relation with the retailers.
Results
Year on year growth for the Max Factor brand in-store, being one of the best represented make-up brands in drug stores in The Netherlands with a strategy change that worked and still gets tuned quarterly to maintain the success and keep the pace.
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.
TRO launched a Philips Campus Sampling Activity to demonstrate Kerashine products so college students could experience the benefits of the hair product first-hand. Most people have seen Alia’s ad for Kerashine products but have never experienced it.
Our Solution
A large Hindu college was selected as the target audience for sampling the products and to drive engagement.
Hair stylists were placed giving makeovers to the target group without effecting the texture of the hair.
Awareness was generated by demonstrating the product with it’s highlighted features.
Results
19% of the targeted group loved the Kerashine products
32% of the target group participated in the interactive demonstration and their positive experience was shared with others.
CPM Thailand operates a dedicated Beauty Consultant Operations team for Procter & Gamble across the Modern Trade and Pharmacy channels.
Our Solution
The team of highly trained Beauty Consultants have clear in-store tasks to maximise their effectiveness and ROI in every store:
Optimize existing day-to-day sales performance and increase trial in a highly competitive environment.
Develop a Beauty Consultant team, which delivers the enhanced value position to Olay customers within retail partners.
Leverage the Beauty Consultant investment by Olay via, right place, right target, right people, right coaching, right rewards, and right tools for engagement, right measurement and reporting in a retail environment.
Create opportunities to deepen and extend the brand relationship at retail level.
Results
Beauty Consultant stores out performing all non-assist stores x 2 times.
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