Category Archives: Sales


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
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.

Share thisShare on FacebookTweet about this on TwitterShare on LinkedIn

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

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 keep breaking sales records weekly.

Share thisShare on FacebookTweet about this on TwitterShare on LinkedIn

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

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

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

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 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.

Share thisShare on FacebookTweet about this on TwitterShare on LinkedIn

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

Case Studies
Bridgestone

Sales, Tactical Sales Force
The challenge

Bridgestone's Sales Manager contacted CPM in order to promote their new incentive programme, called AREA Bridgestone in the Netherlands. The goal was to get companies interested in joining the incentive programme. The tactical sales representatives visited the top 400 independent car dealers to promote and explain the programme supported by the distributor Inter-Sprint.

Our Solution

Setting a visit strategy and sharing ideas on how to approach this in the best way, we recruited, trained and developed a field team of 4 sales representatives. The responsibilities of the team where promoting the programme, provide education on the plan and how to use the programme, sell-in the programme and support on location the visibility of the programme using POS materials especially designed for the programme.

Results

Thanks to the outstanding enthusiasm and performance of the field team we realised an overwhelming result (ix 256) vs. the initial expectation of 25% that would likely participate.

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

Case Studies

Microsoft

CPM provide a dedicated, full-time field sales team across Ireland for Microsoft

The challenge

CPM provide a full time field team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

Case Studies
Microsoft

Sales, Retail Sales
The challenge

CPM provide a full time field team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

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

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

Case Studies
Lenovo

Sales, Sales Acadamy
The challenge

We partnered with Lenovo India to deliver engaging, memorable training to increase product knowledge and sales of Lenovo computing products. We engaged with the PAN India internal sales, retail, channel & distribution teams with the help of 13 members from the Sales Academy Training Team - Master Trainer, Route Trainers and the coordinator.
We measured our success through knowledge gain, level of engagement and sales figures.

Our Solution
  • We analysed the current situation and identified a strong requirement of need based selling.
  • Created contents customised as per customer profiling.
  • Training consisted of both product training and selling skills.
  • Post training score & training feedback helped to fill the gap and make necessary changes either in the content or in the delivery style.

Results

Received feedback from Lenovo Senior Management & Sales Team that the quality of the promoter pitch has improved.

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs

Case Studies
GSK

Sales, Field Sales
The challenge

CPM was set the task by GSK to call on 800 symbol stores each month, selling 3 category deals by means of transfer orders. In conjunction with the task of selling into 800 stores per month, we were also tasked with defending the Panadol brand against a cheaper aggressive competitor brand, raising the distribution of the core lines in Oral Care & selling in a newly launched nutrition brand into all stores.

Our Solution

Recruited, trained & strategically placed four nationwide sales developers in the field in a 6 week turn around.

Identify & journey planned 800 stores from the Symbol mix to best target, based on store rankings sourced from relevant Wholesalers & Symbol Groups.

Identify deals best suited for the relevant symbols. Follow up on deliveries to build impactful displays & place best POS suited to defend Brands.

Results

In a six week period, the field team sold 350 Oral care deals, 400 Panadol deals & 350 Maxi Nutrition deals, achieving 115% of volume targets for Q2. The team also placed over 560 pieces of POS in the defence of Panadol space & brand.

Case studies

Connect with us


Can we contact you in the future? Enquiry today only New products and services Marketing Newsletter News and updates Jobs



WATCH OUR SHOWREEL
CPM JOBS
Top