Consumer Activation – CPM 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

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

CPM assist in identifying and selecting the venue, then make an appointment with the owner. Once we verify that the venue meets the criteria of Meetic we will present the concept to the owner and negotiate the best offer in a face to face meeting. We will validate all the contractual terms and conditions and proceed to book the venue for the event.

CPM will collect all data elements needed to validate the activation.

Welcome drink offered to all first time attendees as an icebreaking mechanism.

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.

The challenge

CPM Switzerland manages a fixed team of 80 field sales staff for 3’250 days p.a. of in-store sales demonstrations and sales consulting in DYI outlets all over the country.
CPM recruits and hires the field sales team, which is part-time and fixed employment per POS (40+). The sales results are reported weekly. Further to this, CPM also manages a tactical sales demonstration promotion for power tools and garden tools (seasonal) in additional POS with a flexible but trained team.

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