Category Archives: Merchandising


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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Case Studies
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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Case Studies
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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Case Studies
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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Case Studies
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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Case Studies

Now TV

CPM Ireland provide a full time field sales team for Now TV

The challenge

CPM provide a full time field team across Ireland for NOW TV in leading Electrical retailers. The full-time field team drive in store sales by training staff and ensuring stores are merchandised with stock and the latest POS.

CPM also provide additional tactical staff for larger or ad-hoc campaign activations.

Our Solution
  • Team in place since launch, extensively trained and deployed across top Irish retailers representing NOW TV.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to support NOW TV strategy.
  • A flexible merchandising team nationwide when required.

Results

  • All stores supported via a monthly call file.
  • Leading nationwide grocery retailer merchandised for a promotional launch.
  • Key retail stores staffed with tactical blitz staff on weekends throughout June ‘17 to support NOW TV launch.

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Case Studies
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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Case Studies
Vans

Merchandising, Visual Merchandising
The challenge

Since November 2016, we have been working together with VANS in the area of ​​visual merchandising throughout Europe. Visual merchandising finds its application at the POS (point of sales) – both in VANS owned shops as well as at shop-in-shop displays at large retailers or specialist stores.

Our task is to implement VANS’ European visual shop/shelf guidelines throughout Switzerland.

Our Solution
  • Dedicated Visual Merchandisers
  • Nationwide service
  • Retail: VANS Stores, Doodah

Results

  • Improved visibility of products and POS-Material
  • Shelf compliance, always according to international guidlines
  • Clarity and guidance for consumer in shop
  • Constant interaction with clients and consumers

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Case Studies
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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Case Studies
Innocent

Merchandising, POS Merchandising, Sales, Field Sales
The challenge

Innocent contacted CPM in order to help them to disrupt the smoothie market by the use of our field sales and marketing expertise. Starting a test in 2015 visiting 60 franchise Albert Heijn supermarkets we quickly build a success story. Now our POS merchandising team consists of 4 junior representatives, part-time field coach and 1 account executive supporting the team from the inside organisation.

Our Solution

After advising Innocent how to approach the market and testing we knew exactly what success would look like. We created a path and plan winning at other supermarket retails and now visit the top 5 formulas in the Netherland. We build trust and secure distribution, create more brand visibility by e.g. placing POS materials and on occasion coolers to support promotions or second placement at high traffic locations in-store. By incentivising the retailers it helps to build more trust, fun and support whilst we’re not visiting the stores. The team are still breaking sales records every day and the success of Innocent in retail supermarkets is a result of optimising the shelf space and ensuring the product is fully visible in-store.

Results

With our contribution to their sales strategy, Innocent has reached the highest market share they have ever had and they keep breaking sales records on a weekly base.

Case studies

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