Category Archives: Visual Merchandising


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
Coty

Merchandising, Visual Merchandising
The challenge

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.

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Case Studies
HTC

Merchandising, Visual Merchandising
The challenge

Ensuring product visibility at 2,440 Retail Outlets (1,861 GT + 579 MT) across India with a team of 39 Visual Merchandisers and 1 Team Manager.

Our Solution
  • Seasonal / Festive creative visual merchandising with cube boxes in GT + MT outlets as per space availability.
  • Provide a creative visual POSM to attract customer interest and drive sales.
  • Rotate stock to maximise best before end dates.
  • Close relationship with Visual Merchandising and Brand Ambassador.
  • Real time reporting & tracking.

Results

  • Increased brand visibility of HTC products.
  • Created consumer engagement with demo devices.
  • Increased sales of HTC products.
  • Improved relationship with retailler and merchandising team.

Case studies

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