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.
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