Category Archives: POS Merchandising

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.

Case studies

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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.

Case studies

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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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Case Studies

Heineken Netherlands

Field Sales Force Support to Drive Sales

The challenge

Heineken appointed CPM to help and support their Field Sales Force Team with a dedicated and flexible solution to ensure shelf availability, maximise brand visibility and drive sales with outstanding merchandising executions in the Dutch supermarkets.

Our Solution

CPM recruit and retain sales merchandisers for Heineken for more than a decade already.
By working closely together, not only selecting the right people and profiles for the job, but coaching and training them together ensures that the 2 teams are operating and feel “one green team”. Retailers experience one team seamless collaboration and outstanding performance. With a team of approx. 27 Sales Merchandisers each Heineken Sales Representative has the availability of ± 1,5 FTE Sales Merchandisers creating first class in-store merchandising execution on demand.
Merchandising for Heineken can be building up promotional displays and/or POS materials placement, as well as cooler and shelf optimisation and in-store theaters that increase product availability and drive sales. Together with detailed store reporting we deliver our insight-influence-sales brand promise on-going and for over a decade.

Results

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 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.

Case studies

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Case Studies
Heineken

Sales, Sales Force, Merchandising, POS Merchandising
The challenge

Heineken asked CPM to help and support their Field Sales Force with a dedicated and flexible solution to ensure shelf availability, maximise brand visibility and drive sales with outstanding merchandising executions in the Dutch supermarkets.

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.

Results

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.

Case studies

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Case Studies
P&G

Merchandising, POS Merchandising
The challenge

CPM India manages the POS Merchandising of all direct Modern Trade Outlets across the country. We cover 1,300 + stores with a field sales team of 600+ POS merchandisers and supervisors across 142 cities PAN India.

Our Solution

Key deliverables:

  • In-store order generation
  • Brand recall by executing effective displays.
  • On-shelf availability by timely stock replenishment.
  • Ensuring all POS is at maximum capacity.
  • Ensuring effective promotional availability.
  • Improved shelf space for P&G products.

Results

  • Generated over 6 million worth of product orders at store level.
  • Increased sales of 700 Million for P&G India.
  • Increased brand presence.
  • Maintaining brand share for each store.
  • Create multiple touch points for P&G at store level.

Case studies

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Case Studies
SONY OMG!

Merchandising, POS Merchandising
The challenge

A team of 12 merchandisers covered the top 50 stores across 7 cities in India to deploy OMG merchandise. Repeated regular visits were made for 2 consecutive months to check to carry out compliance audits maintain the POSM. In-store promoters were deployed in the TOP stores at weekends to provide information about the campaign and the promote the category.

Our Solution

The following collaterals were produced and deployed:

  • Posters
  • Scrolls
  • Standees FSDU
  • Danglers
  • Headers

Results

  • Increased brand visibility on the re-launch of the category.
  • 92% score on brand visibility in the first 3 days.
  • 94% score on additional spots.
  • Increased product availability and visibility of the titles and catalogues in the category and stores.

Case studies

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Case Studies
Microsoft

Merchandising, POS Merchandising
The challenge

CPM on a Campaign basis provide merchandising services for new Office, Surface and Windows POS throughout Harvey Norman, PC World and independent PC retailers across the Island of Ireland.

Our Solution
  • A flexible merchandising team nationwide.
  • Deployed within 48 hours.
  • Due to the tactical nature of the Campaign reporting provided via CPM App Tactical Retail Force rather than Microsoft’s own REP Tool.

Results

Merchandising completed in all stores within agreed timelines ROI not measured on this activity

Case studies

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Case Studies
Lucozade Ribena Suntory

Sales, Field Sales, Merchandising, POS Merchandising
The challenge

CPM were asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. This coverage was to be achieved at the most efficient resource cost possible.

Our Solution

On analysing the market and the call-file, CPM proposed a solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels. CPM recruited a field sales team comprising a Sales Manager, 3 Direct Sales Reps and 6 Indirect Sales Reps.

The top 20% of stores are called on weekly with the next 50% called upon fortnightly, the remaining monthly. Key accounts are as follows:

  • Musgrave Retail (Supervalu/Centra/Mace) & Wholesale
  • Henderson's (Spar, Eurospar & Vivo)
  • NISA & Costcutter, Dunnes & Independents

Results

During 2013, we increased share of space by 2% (an improvement of 10%).
For 2013 sales revenue increased by 6% despite a reduction in resources of almost 50% and a declining overall market.

Case studies

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