Part of POPAI International, the Global Association for Marketing at Retail, POPAI France is an organisation bringing together manufacturers, retailers, and agencies working in the field of store marketing. So it was quite natural for CPM to take part in its POPAI Awards competition, which rewards the store marketing leaders for POS creations, store layout, digital technology and merchandising.
In the first year for the Merchandising Concept Rollout category, originating in a partnership between POPAI France and SORAP, the POPAI Awards recognised CPM France for the rollout of the Imagine programme at Bricomarché, an unprecedented campaign in the sector.
With the aim of streamlining purchasing and increasing sales, Bricomarché, a leading home improvement and hardware banner, wanted to harmonise its stores. To meet these needs, they launched the Imagine programme and called in CPM France to roll it out in stores and to conduct effective merchandising campaigns.
This large-scale operation now covers 410 stores, 27 product families and 3 store formats, involving dozens of different merchandising plans. To carry out their tasks successfully, 41 merchandisers together with 4 sales managers make daily visits in store, supervised by 6 operational contacts from the head office.
The programme bore fruit: the level of satisfaction in the stores climbed by 14 points in two years to reach over 90%. At the same time, the revenues rose significantly in the stores operating the Imagine programme compared to non-participating stores. And the partnership between CPM France and Bricomarché has been extended until 2018, so this award can be savoured a while longer and we can continue to develop performance on the ground together.
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