CPM has launched a new Shared Resource service – a field sales model built to help brands drive distribution, retailer engagement and visibility in convenience, without the higher costs or complexity of dedicated or tactical teams.
The timing is right. With over 40,000 convenience stores across the UK – expected to grow another 12% by 2029 (Mintel) – and with summer being a peak sales window, many brands struggle to gain traction without overcommitting resources.
“In the growing Convenience channel, many great brands struggle to gain traction simply because they can’t justify the cost of full-time field support, be it dedicated or tactical,” said Tim Harris, CPM Business Unit Director.
“Our new Shared Resource Service was built to change that – giving brands an agile, cost-effective way to get on a retailer’s radar, onto their shelves and into shoppers’ baskets.”
Solving the channel challenge
Dedicated teams are effective but can be cost-prohibitive for some. Tactical teams offer flexibility, but require planning and setup. Syndicated services often lack sales focus and proactivity, and brands can get lost amongst many others. The Shared Resource model bridges the gap – offering direct sales, merchandising and POS implementation from a team that supports up to five brands at a time.
The team engage face-to-face with 4,000 retailers, based on data-led store targeting, plus provides digital engagement through *shopt. Designed to help brands create new distribution and sales by:
- Boosting seasonal or secondary SKUs
- Trialling NPD quickly and cost-effectively
- Reaching high-performing stores with no long-term commitment
With the teams already active in trade, brands can deploy quickly – ideal for summer campaigns or short bursts of activity. Campaigns run in eight-week cycles, with no recruitment delays, long-term contracts or premium fees.
“We built this model for brands who need a middle ground between tactical and syndicated,” said Tim Harris of CPM.
“It’s fast, focused and cost-efficient. By integrating digital engagement with skilled in-person sales, we help brands overcome budget barriers and distribution gaps, ensuring they stay front of mind and in-store where it matters most.”
To find out more or discuss a summer campaign with Tim Harris, visit CPMs site here
