CPM lands Asda Mobile and Phone Shop contract
Posted by
Sales development agency CPM has been appointed to provide the sales and management staff for Asda’s phone shop estate – selling Asda Mobile’s own Pay As You Go network and Pre Pay and Post Pay from a range of network providers.
CPM has worked with the retailer for over 15 years delivering sampling, active selling and out-of store events. The agency holds the exclusive contract to manage Asda’s in-store sampling activities, and in 2012 was selected to be one of three preferred merchandising partners within Asda’s accreditation programme.
Earlier this year CPM had been tasked with active selling for Asda Mobile across the Asda estate. This was followed by an invitation to tender for the staffing and management of Asda’s Phone Shop business, in line with the retailer’s plans for a significant roll-out programme over the coming years.
The agency has built up a successful sales track record in the telecoms and technology sectors, delivering training, driving brand advocacy and optimising sales potential for a portfolio of global brand clients.
Ashley Johnson, Asda Phone Shop project manager said: “CPM’s telecoms sales expertise, innovative thinking and long-standing experience of Asda’s culture make it the logical choice for partner during our critical roll-out period. We’re confident that with the agency’s support Asda will be in prime position to deliver the most competitive and compelling phone shop offering in the market place.”
CPM’s execution will begin with the complete refitting and reformatting of the 13 existing Asda phone shops to maximise the attributes and performance of the shop-in-shop locations.
CPM Business unit director Linda Chassagne said: “This is a specialist market and has required a complete strategic review, beginning with a mystery shopping exercise as part of an examination of existing sales practices, to provide us with a baseline for onward action.”
The agency has created bespoke sales training through its own Sales Academy to ensure high performing sales teams, and has recruited dedicated phone experts to reinforce knowledge and skills throughout Asda’s phone shop estate. CPM’s own team of trained and experienced Technology Ambassadors will work with store staff to drive sell-through and maximise retail engagement; delivering merchandising, compliance, product demonstrations, active selling, experiential events and mystery shopping.
For the phone shop roll-out programme CPM will work in partnership with Asda, using statistics gathered through the agency’s own retail insight tool, Storesight, to identify those additional superstores offering the greatest ROI potential for Asda Phone Shop.
