Category Archives: Retail Activations

Case Studies
Bosch

Sales, Field Sales, Sales promotion, Consumer Activation, Sales Demonstration, Brand Activation
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.

Our Solution
  • Shop-in-shop solutions/stands in all Swiss DYI outlets
  • All shop-in-shop staffed with CPM-/Bosch- Sales Experts
  • Product and brand activation
  • Build strong relationship with consumers
  • Product demonstration outlining product superiority via knowlegde and competence

Results

The project has grown from a single POS pilot in Switzerland to an international concept. In Switzerland the number of POS’ is still expanding:
end of 2013: 40+ POS
end of 2014: 45 POS
end of 2015: 49 POS
end of 2016: 53 POS

Case studies

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Case Studies
Sony

Consumer Activation, Retail Activations
The challenge

Sony wanted to boost sales of their premium electronics models (camera and TV). Competition is strong in the main electronics stores with limited product knowledge with in-store retailers sales assistant. Sony wanted to ensure that highly trained sales teams were available on the shop-floor to help sell Sony products especially on high-end models.

Our Solution

We created a Brand and Retails Activation team of 90 sales promoters and 2 Field Coaches.

Responsibilities :

  • Promote and sell in the benefits of Sony’s higher end products in-store
  • Sales support
  • Support retailer events
  • Train retail teams

Alongside frequent product training by Sony we offered our promoters an extensive training programme to ensure the best sales results and a strong and committed pool of talent for Sony.

Results

Improved client relationship with a true partnership approach. Highly trained sales team who provide extensive product knowledge to both consumers and in-store sales team resulting in increased sales.

Case studies

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Case Studies
General Mills

Merchandising, Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation and Merchandising team increase sales in Modern Trade outlets at a Pan India level for General Mills.
A robust team of 115 in-store promoters, 29 merchandisers covering 950 Modern Trade outlets spread across 12 major cities of India.

Our Solution

Key Deliverables:

  • Consumer engaging encouraging product sampling and increased sales
  • Gaining product visibility and share of shelf for General Mills products
  • Reporting of stock availability to minimize ‘Out of Stock ’
  • Ensuring promotion compliance and asset execution
  • Ensuring FIFO and hence reducing expiry stock
  • Gathering market intelligence and reporting

Results

  • Increase in sales at the particpating outlets
  • Gain in share of shelf and prodcut visibility
  • Month on month decrease in the expiry stock quantity

Case studies

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Case Studies
McCain

Merchandising, Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation and Merchandising team increase sales in Modern Trade outlets at a Pan India level for McCain.
A robust team of 128 promoters, 50 merchandisers and 10 supervisors covering 350 stores across 32 cities to accomplish the desired results.

Our Solution

Key Deliverables:

  • Consumer engagement encouraging product sampling
  • Placement of products to capture maximum product visibility share
  • Daily stock availability status and reporting ‘out of stock ’ for immediate corrective actions
  • Tracking and implementation of promotions and visibility
  • Maintenance of deep freezer enabling optimum product quality
  • Provide client reporting and analytics

Results

  • Increase and sustain product visibility share for McCain products.
  • Increase incremental sales in particpating outlets.

Case studies

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Case Studies
HTC

Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation team managed the new product launch of the HTC Sensation and HTC Chacha mobile phones in top metros.

The objective of the activity was to promote both phone models amongst youths in metro cities like Delhi & Mumbai. The activity was interactive including a Compare engaging with the crowd outlining the features of the phones . Other activities included a photo opportunity with picture taken using the Sensation to highlight the 10 megapixel quality.

Our Solution

CPM conceptualised and designed the entire activation programme. The touch points were shopping malls where the footfall is high and visited by younger generation.

Results

  • 1084 product demonstrations were given over a period of 4 days
  • 12 phones sold

Case studies

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