Monthly Archives: June 2017


London, United Kingdom, 26th June 2017

 

CPM first set up office in the UK in 1936 as an over-the-counter marketing agency and has continued to evolve and grow to become today’s global leader in integrated field sales, contact centre and digital sales services; representing over 200 blue chip global brands across a multitude of sectors.

 

Following its momentous 80 year anniversary in 2016, and with a strategic focus on expanding its new and existing client portfolio, CPM is delighted to announce the launch of a new logo, brand identity and website.

 

The new image signifies CPM’s continued growth and culture for innovation, whilst retaining the heritage and trust it has developed with its clients over the past 80 years through its brand promise: Using the power of insight to create influence and drive sales for our clients.

 

The new brand identity and logo is an evolution of the former visual elements with a modernized typeface, injection of colour and a revamped, powerful image library.

 

“The colours of the new logo (blue, green, and red) have been linked to each element of our brand promise of Insight, Influence, and Sales. We hope this will convey an image of confidence whilst offering energy and excitement.  As sales specialists this aligns perfectly with our company culture.”

 

Tom Preece, Group Chief Executive Officer.

 

To coincide with its fresh new image, CPM have also launched a new website to showcase its new brand identity using a responsive and easy-to-navigate menu design so that users can find their way around the site on any operating platform.

 

CPM will be rolling out the new identity to all assets as of 26th June 2017.

 

Speaking about the new brand entity, Group Chief Development Officer of CPM, Joost van de Ven remarked:

 

 “On the back of a significant year in 2016 celebrating 80 years in business, and to reflect our expanding client and service portfolio, this new brand identity and website reflects our client centric focus and commitment to technology and innovation, not only in the field but also in our contact centres and online. This is one of the core reasons our clients and employees alike choose to work with us! While we have developed ourselves as a global leader in outsourced sales over the past 80 years, we are always thinking outside the box and looking for fresh, high tech solutions which not only deliver a true competitive advantage but also drive incremental sales for our clients.”

 

CPM is the leading partner for outsourced sales solutions, with impressive global clients spanning FMCG, Retail, Technology, Automotive, and Financial sectors, to name a few.

 

To discover CPM’s new brand image, please see visit www.cpm-int.com.

 

CPM is a UK registered company, employing over 34,000 people across the globe. It is also a part of the Omnicom Group.

 

For queries, please contact CPM Group @ international@cpm-int.com

Web: www.cpm-int.com | Tel: +44 20 3481 1020

CPM International Group, 85 Strand, London, WC2R 0DW, UK

 

About CPM

CPM is an award-winning international outsourced sales agency specialising in field sales, contact centre and digital sales solutions working alongside our extensive portfolio of clients to deliver long-term strategic programmes and shorter term tactical campaigns.  CPM forms part of CPM Group, one of the world’s largest outsourced field marketing and sales companies. CPM is a part of the DAS Group of Companies.

 

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

 

About Omnicom Group Inc.

Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Veronique Motte, CPM France CEO discusses Sales Outsourcing in our latest CPM Expert Speak. The obvious choice for some but less well-known to others, sales outsourcing lets brands be more agile and keep ahead of the pack.

To adapt to situations, seasonality and new trends…
The modern consumer is multichannel. Their new needs and new ways of consuming are prompting brands to adapt, revise or even recast their marketing and sales strategies. This is having an impact on the efforts required of their salespeople in the distribution networks. Or rather it should. When a manufacturer’s sales force is given the task of concentrating on the French hypermarket network, it remains focused on the relationships it has built and maintained with each store. These sales representatives, who drive for miles along the roads of France for early morning appointments with department managers, do not have the “bandwidth” to absorb what we in our lingo call a new sales front. So, for a manufacturer who fully intends for its strategy to include the new network that is so popular with consumers, the convenience stores – Carrefour City, Franprix, G20, Intermarché Express, etc. – there is an alternative: the outsourced sales force.
In France, the new “convenience” sector accounts for over 8,500 outlets and 30% of growth in consumer products in 2015, according to Nielsen. In recent years, consumers have been using them with increasing frequency and in response, retailers have increased the number of outlets and thus the number of possible points of contact with these consumers.
In 2014, when French manufacturers were asked about the new challenges facing their sales force in 2016, they cited the improvement in coverage of the new distribution territories – corner shops, drive-thru, etc. When they were asked if they were using or planning to use outsourced sales forces, 55% of them answered “yes!”(PBMO study). The figures published by our French professional association, SORAP, also speak volumes. The outsourced sales force market grew by 9% between 2014 and 2015. Outsourced merchandising grew by 18.5%. This growth phenomenon is expected to continue.
Manufacturers measure the value that outsourced sales or merchandising forces sales teams can create as backup to their employees, by targeting stores that are not visited by them, such as neighbourhood or village mini-marts, but also beachside supermarkets and mountain grocery stores on a more seasonal basis. The importance of the phenomenon transcends our borders, with the same trends being observed in the United Kingdom, Germany and Italy. Outsourcing one’s sales force, or its merchandising or activation – the three main business lines of sales and field marketing agencies – is nothing new. What is new is the discovery of the many opportunities that this offers to brands in the current consumption environment, which many might describe as “complex” or even “confusing”.

… and to try new things, innovate and stay competitive
In order to benefit from a qualified sales team whose activities adapt to the year’s various high points, the brands are ready to team up with partners specialising in sales and field marketing campaigns, and try out new and original, even radical, commercial solutions. Like the outsourced shared sales force: shared between two manufacturers, these sales representatives can better and more efficiently cover a sales front in a more economical manner for each of them. In this case, the external service provider makes the relationship between the two companies much easier: part arbitrator, part advisor, it acts as a genuine facilitator while the brands retain complete freedom in defining their strategies.
Because in 2016, the sharing trend is bigger than ever! This is plain to see in the consumer services sector. On the B to B side of things, start-ups are increasingly taking it on board, with fab labs and co-working spaces. Sharing is thus becoming a true entrepreneurial philosophy that major manufacturers are embracing on their own scale with growing enthusiasm.
Other innovative mechanisms, such as e-merchandising (optimising product visibility on e-commerce or drive-thru sites) or crowdsourcing (data collection micro-tasks assigned to paid private individuals) also complement more traditional sales strategies.
For in addition to our local trends, players from further afield – Amazon, Alibaba, Costco, etc. – these names that are used to proclaim that competition is healthy, are transforming the distribution landscape. The status quo is definitely not an option.

For further information on this topic, please Contact Us today.

2016 marks CPM International Group’s 80th anniversary. CPM first set up office in the UK in 1936 as an over-the-counter marketing agency and since then, the business has continued to evolve and grow to become today’s global leader in integrated field marketing, contact centre and digital marketing services; representing over 200 blue chip global brands across a multitude of sectors.
80 years young. We are faster, sharper and more innovative than ever before

Today, CPM celebrates 80 Years in Sales; 80 years of delivering incremental revenue for its client brands through its brand promise: Using the power of insight to create influence and drive sales for our clients.
The success and evolution of the CPM brand can be witnessed in the key company stats below:

  • CPM employs over 37,000 people across the globe.
  • The global business will deliver more than $3 billion of sales for its clients
  • CPM will make over 20 million face-to-face sales calls in retail across the globe
  • CPM will undertake over 150,000 audits across 40 international markets for our clients
  • Its international multi-channel contact centres will handle more than 20 million inbound and outbound sales & customer care calls this year in 32 languages across 92 international markets.
  • CPM will carry out over 1.8 million sampling/demonstration days

Speaking about the anniversary, Group Chief Development Officer of CPM, Joost van de Ven remarked:
“We are delighted to celebrate 80 Years in Sales. While we have developed ourselves as a global leader in outsourced sales over the past 80 years; we are forever evolving our service offering and technologies to ensure we are delivering innovative sales solutions which deliver true competitive advantage and incremental sales for our clients.”
CPM is the leading partner for outsourced sales solutions, with impressive global clients spanning FMCG, Retail, Technology, Automotive and Financial sectors, to name a few. The special partnership CPM has with clients is all about transparency, trust and performance – old fashioned values that work well in a very modern world, and which is also the reason its client base continues to grow.
For further information on the CPM Group heritage, please see the Company Timeline.
CPM is a UK registered company, employing over 37,000 people across the globe. It is also a part of the Omnicom Group.
For queries, please contact CPM Group @ international@cpm-int.com
Web: www.cpm-int.com | Tel: +44 20 3481 1020
CPM International Group, 239 Old Marylebone Road, London, NW1 5QT, UK
About CPM
CPM is an award-winning international outsourced sales agency specialising in field marketing, contact centre and digital marketing solutions working alongside our extensive portfolio of clients to deliver long-term strategic programmes and shorter term tactical campaigns. CPM forms part of CPM Group, one of the world’s largest outsourced field marketing and sales companies. CPM is a part of the DAS Group of Companies.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

CPM International proudly present detail, a revolutionary new way to help brands and businesses with merchandising online. It ensures your availability at your retailer sites and maximizes your online intelligence and your ability to be sold online, 24/7.

For the past 15 years, e-commerce has grown from a fresh idea into a booming billion-euro business. This digital shift, where opportunities as well as disturbances multiply in a split second, creates a whole new ballpark for brands and businesses looking to promote their goods online.

Whilst retail merchandising in physical stores is an important and carefully executed scheme, merchandising online is still a guessing game. Most brands and businesses have no idea if their products are visible and buyable online or if their products are in the best position to be sold.

In order to help with this, we have launched detail, as probably the best merchandising online solution in the market, providing the following benefits:

  • It ensures that you are visible online where you should be.
  • It ensures that your products are always available to buy where they are listed online.
  • It provides you with real-time price intelligence for your products across all listed sites.
  • It monitors your competition and their activities online.
  • It monitors your share of shelf online, and how your SKUs rank at each retailer.
  • It helps you to be compliant in your online exposure at your retailer sites.

For further information, contact CPM at international@cpm-int.com and +44 (0)20 3481 1020, or visit www.cpm-int.com/detail.

About the detail merchandising online solution:
detail merchandising online solution (www.detailonline.com) is a Nordic invention, brought to the global market via CPM International.

Contact within detail merchandising online solution is Joakim Gavelin, Senior Partner at gavelin@detailonline.com or +46 70 694 16 00.

About CPM
CPM is an award-winning international outsourced sales agency specialising in field marketing, contact centre and digital marketing solutions working alongside our extensive portfolio of clients to deliver long-term strategic programmes and shorter term tactical campaigns. CPM forms part of CPM Group, one of the world’s largest outsourced field marketing and sales companies. CPM is a part of the DAS Group of Companies.

About the DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

Sales of beauty products are booming in Asia, and it’s now one of the most important global regions for growth and development. Competition for lucrative sales is fierce, and CPM’s mystery shopping experience has proved invaluable to leading beauty company Coty, providing vital market intelligence by increasing Coty’s understanding of customers’ buying behaviour.

Hong Kong (HK) was the first Asian market Coty wanted CPM to focus on as it occupies a critical location as the gateway to the lucrative Chinese market. The CPM team began their mystery shopping programme using criteria which was based on the accepted standard of excellence in beauty customer service. It is focused on a European style service flow involving conversation, developing a relationship with the client and tailoring the service to their needs. The HK market however did not always conform to this accepted practise, shoppers fell into two distinct customer types, the HK local and the Chinese customer. Chinese customers did not want to spend time at the counter, they favoured “get in, get out” fast interaction. Yet they were the bigger spenders, bulk buying for family and friends who valued the prestige of buying exclusive goods in HK.

This presented the CPM team with an interesting problem as initially they were assessing the service of the staff through the accepted international guidelines which has a definite Western lens and does not take into consideration the habits of the Chinese customer. The rise in income of the Chinese middle class and subsequence increase in their international travel has necessitated an adaptation of the mystery shopping measurement criteria. The CPM exercise led to a better understanding of the shopping experience and needs of these customers. CPM and Coty realised that they needed to understand more about what Chinese customers wanted from their time in the retail store.

The learnings from HK became even more valuable when the mystery shopping project was rolled out from HK to Malaysia. A mixed mystery shopping team made up of Malay, Western and Chinese women was recruited to ensure there was a spread of profiles that were truly reflective of Coty’s customers. This local knowledge was applied to several customer service touch points including the Malay wedding gifting custom “hantaran.” The team noted whether the sales assistant offered specific extras for these customers such as special gift wrapping.

 

The CPM mystery shopping team have skilfully adapted global standards, keeping what is applicable to all markets and modifying where necessary to suit the local market. This is especially important in Asian markets like HK and Malaysia where there is strong customer segmentation. Sharing such useful intelligence gives clients the cutting edge necessary to keep ahead of the competition and has helped Asia to become the biggest contributor to Gucci Beauty sales globally.

 

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Our sense of smell is intimately linked to our emotions, the mere hint of a long forgotten scent can evoke a powerful memory. CPM’s Regional Training Managers educate Beauty Advisors (BAs) in stores across Asia to tap into this emotion and maximise sales of Coty’s impressive stable of iconic perfumes.  Their innovative approach has proved to be hugely effective.

So what are their methods? It starts with immersive coaching, both in the classroom and on the shop floor. Like all of us a perfume has a history, personality and family. The CPM team tutor the BAs so they gain a thorough understanding of these principles. The next step is to develop a feeling and connection to the fragrance which can be translated into language. A good example is the limited edition Marc Jacobs, 2017 Daisy KISS collection, which is inspired by the vibrant and electric emotion of a kiss in the spring season. Translating this essence so customers can picture and feel the emotion takes knowledge and confidence. The BAs trained by the CPM team acquire this skill and are able to actively engage with customers using powerful keywords and images to impart the vision. A BA’s confidence improves immeasurably when she sees an active engagement translating into actual sales.

The CPM team also understand how cross cultural differences can influence perfume sales. An interesting example is the Chinese market. Traditionally perfume is not important in Chinese culture but the millennial generation are actively changing this. They love designer brands and are highly aspirational. The CPM team train the BAs to position Coty’s Gucci perfume as an affordable gateway to acquiring the glamour, attitude and personality of the brand. Sales have subsequently increased across the Chinese and Hong Kong market, with Hong Kong having the strongest global sales of the Gucci brand.

Perfume is a sophisticated and complex category. Using CPM’s highly skilled, regional training team to teach in-store BAs to make sense of it and actively engage with customer’s emotions to impart the magic of scent is a crucial step in the sales process.

TRENDS:
Consumer electronics continues to decline, despite rising consumer confidence
After the fall of the euro in 2015, many retailers increased unit prices to compensate to maintain their profits. This affected consumers’ interest in consumer electronics. In 2016 this changed, as overall disposable incomes grew and the euro revaluated, leading to higher purchasing power, and in turn consumer confidence also increased, due to the more positive outlook for the economy and the increased willingness to buy. Nonetheless, this factor was not sufficient to provide a boost to volume sales of consumer electronics.

Emerging Asian brands are becoming more competitive against the bigger players

Large manufacturers continued to dominate consumer electronics in 2016. These manufacturers generally benefit from strong brand recognition amongst the consumer base, many years of experience and well-established distribution networks. They are well-positioned to maintain their lead through regular new product launches and extensions of existing product lines. However, a number of smaller manufacturers gained volume share during 2016, and significant growth was registered by emerging companies such as Lenovo, which saw a strong increase in its share within laptops in 2016.

Internet retailing is seeing significant growth

Internet retailing is registering growth in all consumer electronics categories in the Netherlands, although in some categories more than others. Nonetheless, the majority of volume sales still come from electronics and appliance specialist retailers. High-ticket items such as televisions are more often purchased via this channel. This is due to the continued need for specialist advice and the need for confidence in purchasing the right product, as higher expenditure is involved. Meanwhile, smaller and lower-priced consumer electronics are increasingly purchased over the internet.

 

CPM STRATEGY:
After the economic recession the number of specialized consumer electronics retailers decreased significantly. The remaining physical store chains (especially Media Markt and BCC) are still strong in market share but have to work very cost efficient to remain competitive against the online players (Bol.com, Coolblue). This results in younger, unexperienced store staff. The main brands have to “rent” their SIS locations in the stores and are expected to provide the stores with their own brand promotors.
Besides this, consumers are very well informed nowadays before they visit the stores and in order to prevent them from “showrooming” in the physical store and then buying online we really have to provide them with a great sales experience with tailored information for the consumers’ needs.

CPM is a main player in the CE market and our competitive advantage is in the quality of the store staff that we provide for the main brands. We focus on learning & development of our staff which enables our people to have higher conversion rates than regular store staff and, more important, they are capable of selling the high-end products of our clients’ line-up instead of the basic and mid-range products (that actually sell themselves due to price). This “premium ratio” is always a KPI in our contracts and offers better margins for our clients and the stores.
Our promotors are also coached and trained to make sure that the store staff of the retailers they visit become “brand ambassadors” of our client. We see an increase in sales on non-promotor days versus peer stores that don’t have our promotors.
Next to the best in class training programs that we provide our staff, we also are aware of the fact that the main brands in this sector are very data driven. They have their own sell out data, account manager store reports and we add promotor data. Most clients lose “grip” on their field execution because all this data comes in different reports, files etc. We have developed a tool that brings all field data together and provides tailored management dashboards, in which ROI, KPI status, NPS etc. is provided. It also provides an e-learning environment so that client, agency and promotor pool all access the same environment and all data is centralized (with different levels of access of course).
The combination of the best sales people and the best tools have helped us to maintain a top position in the very competitive Dutch field marketing environment.
We believe that physical stores will remain important in CE sales. We must challenge ourselves to keep investing in keeping and training the best people, innovate continuously in tools that give insight in our ROI, improve our people and connect with all available data. Besides that, we are looking for ways to connect with internet retailing as well (e-merchandising, home installations, etc). The world is changing fast so we have to keep up the pace!

 

Jaap Zeeuwen
Business Unit Director CE
CPM NL
Zaap Leeuwen

We are extremely proud of the great culture we have created across our global office base, spanning EMEA, Asia Pacific and US marketplaces.
We have over 37,000 employees working for CPM’s blue chip clients across the field and in our multi-channel contact centres.
Many of our staff have been working in the business for over 20 years and as part of our 80 year celebrations ; we invited our employees , both old and new , to share their thoughts on how far the business has come.

Tom Preece, Group CEO:
“One of the major changes has been the acceptance of outsourcing and its advantages which have increased significantly since I have been with the business…I see a bright future for CPM in terms of continuing to be relevant to client needs in marketing and selling their products.”

Zrinka Schaefer, Head of Recruitment Centre, CPM Germany:
“A lot has changed since I first set foot in the company 26 years ago. Our line of business has become more diverse and international.”

Over 200 delegates from OMNICOM agencies throughout the UK attended an inspirational thought provoking day hearing from guest speakers covering a range of topics that impact women in leadership within the working environment on a daily basis.

Keynote speakers on the day included:

Emma Sergeant President of the Europe DAS Group chaired the event and introduced Natalie Brzezinski, CEO of Symposium Stockholm who spoke about how impactful Social Media is in the world today and how self-belief and resilience are the key to her successful career to date.

Amir A. Dossal Founder and President of the Global Partnerships Forum shared his career at the UN. He called out the importance of Women’s influence in business and in his life personally.

Sophie Daranyi Chairman, Haygarth. Her message to us was to be our authentic self and it is ok to be a working mother, speaking openly about strong communication at home being key to getting the balance right.

Ruth Hunt Chief Executive, Stonewall took us on an enlightening and humorous journey through her career and the advances seen in LGBT rights to which she has been highly influential.

During the breakout sessions topics were covered including:

‘Is a great leader a resilient leader’ and that it’s not about achieving a ‘work life balance’ it’s about ‘life balance’ where home and career are intrinsically linked. Ali and Rose’s own career and home life journeys provided useful insight in managing ‘Hairdryer moments’ through the lens of ‘perspective’.

‘The Psychology of Wellbeing and Resilience’ Looking at the signs of Survival mode vs Competence mode with survival mode bringing strong emotions that hi-jack competent thinking. John Perry provided some top tips in how to remain in competent mode through the ability to choose one thought over another.

The event finished with key speakers sharing their pledges for ‘being bold for change’ along with many top tips to take away including; Finding the rainbow and following it, if not a worry in 5 years don’t spend 5 minutes worrying, play from a straight bat and back yourself.

CPM attendees confirmed the day provided an excellent environment to be involved in a high profile learning and development forum; offering the ability to network with senior women across OMNICOM and wider client industries; along with celebrating women in the workplace.

CPM are delighted to be part of this initiative and have undertaken a number of activities across our field marketing and call centre business to celebrate women in the workplace, including supporting ‘Smart Works’ providing business clothing helping low income women back to work, helping them feel confident and look fabulous for job interviews.

It’s official: CPM UK has been listed amongst the best companies in the world for people management. We’ve received the coveted Gold level Investors in People accreditation. This is the international standard for the way businesses lead, support and inspire their people.

We’ve just completed our fourth Investors in People assessment since we first achieved the standard in 2004. We were delighted to reach Silver status in 2013 and now we join the élite – only 8% of businesses in the UK holding the Investors in People accreditation have reached Gold level.

CPM UK Managing Director Karen Jackson says: “One of CPM’s core strategic focus areas is the empowerment of our people, so we couldn’t be more proud to have received this, the ultimate accolade.

“We’ve increased our focus on career development over the last two years – for field, Contact Centre and Head Office staff.  We’re providing the structure, tools and awareness for our people to manage their own careers and this includes making online learning resources accessible for all.”

CPM’s IIP assessor emphasised the high level of engagement amongst our people, describing us as passionate, proud and energetic with a strong culture of wanting to improve and deliver the best for clients.

She commented: “It is a supportive, caring and dynamic business for those who want to work hard and play their part”.

Karen Jackson adds: “Everyone in the company is encouraged to seize development opportunities, and we’ve given our managers the framework, skills and behaviours to motivate and inspire their teams. At the same time, we pursue a ‘Grow our Own’ ethos, supporting people to build on their capabilities and be rewarded with promotion.

“We also provide a two-way communication channel between our Board and staff representatives, encouraging grass roots ideas and quickly resolving any perceived issues. We’re delighted but not surprised that the ‘Morale’ and ‘Enthusiasm’ scores on our employee surveys have surged in recent years.”



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