ASDA Instore Retail Activation increases availability to 94% on entry and 96% on exit



CPM worked with ASDA for over 18 months to define the requirements of the field marketing solution for the MVG (Music, Videos, Games) category. The CPM solution provides effective in-store  execution, focussed on improving availability and driving improved stand out in-store to improve the shopper experience in-store and make Asda the destination of choice for Home Entertainment.


CPM work with the category to drive the MVG business forward with a core team of 300 merchandisers. This team is further supported with a team of 1,000 x ‘tactical colleagues’ – a flexible pool of MVG trained merchandisers who are available to support ASDA MVG throughout the year.

 The merchandisers objectives are to:

  • Drive availability and compliance across chart, range and promo
  • Process studio returns as per the agreed set up
  • Siting Point of Sale materials for new release and record compliance against all agreed space
  • Agree secondary displays at local level in line with accurate floor plan
  • Train and educate new MVG colleagues
  • Carry out annual stock count
  • Educate stores on forthcoming promotions, new releases and range changes

Work with store colleagues to develop category, joint business planning


Through the comprehensive Retail Activation strategy; availability has increased on entry: 82% > 94% and on exit: 87% > 96%

CPM is the sole provider for category support for MVG category field marketing at ASDA

To date CPM have fixed 22,000 off-sale issues in store

Through merchandising and Point of Sale siting; we consistently achieve our KPI of 98% shelf availability

"We set an on shelf availability KPI of 98%, aiming to increase the on entry figure every week "

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