As Vietnam’s retail market continues to grow rapidly while becoming increasingly competitive, getting products into consumers’ hands is no longer simply a matter of supply chain efficiency. In today’s modern retail landscape, more than 70% of purchasing decisions are made right at the store. This turns the point of sale into a critical ‘battlefield,’ requiring businesses to execute flawlessly. This is where the role of Field Marketing & Retail Services Agencies like CPM Vietnam becomes indispensable to brand success.
As a member of the global Omnicom communications network, CPM Vietnam has affirmed its position as the essential ‘extended arm’ of both local and international businesses. CPM provides end-to-end solutions that convert shoppers into buyers while ensuring consistent brand image across the entire distribution system. Core services such as Merchandising, Retail Audit, Mystery Shopping, and Sales Force Management address the biggest challenge for brands: maintaining execution excellence at scale.
FMCG Sector: Perfect Presence
Fast-Moving Consumer Goods (FMCG) brands are among the core clients that require strong Field Marketing support, with CPM Vietnam standing out as a key partner. For products with high turnover velocity, the critical question is how to ensure availability, standard compliance in display, and synchronized execution of promotions across tens of thousands of retail points. CPM Vietnam delivers professional Merchandising and Retail Audit services, with field teams ensuring products are placed in the most strategic and accessible locations. At the same time, technology is used to enable real-time monitoring and transparent data, empowering brands to make timely business decisions and prevent sales losses caused by execution gaps.
Technology & Electronics: In-Store Expert Consultation
In addition to FMCG, companies in the Technology and Electronics sector also require specialized support. These products are typically complex and high-value, requiring in-depth consultation for customers to fully understand their advanced features. CPM Vietnam addresses this need by managing and supplying well-trained Sales Ambassadors/Promoters (PG/PB). These specialists act as brand ambassadors at retail stores and electronics supermarkets, ensuring customers receive consistent and professional product consultation.
Moreover, Mystery Shopping services are deployed to help brands objectively evaluate service quality, product knowledge, and staff attitude at the point of sale.
Pharmaceuticals & Emerging Businesses: Flexible Coverage Expansion
Pharmaceutical companies must ensure compliance in product display at pharmacies, while emerging businesses or those expanding into new markets often lack the resources to build large sales teams. CPM Vietnam serves as a flexible workforce solution, helping brands quickly and cost-effectively expand into new distribution channels (New Channel Development) or strengthen coverage in niche markets. This allows businesses to focus on core strategy while maintaining strong market presence.
In a market where the in-store experience determines 7 out of 10 purchasing decisions, partnering with a professional Field Marketing Agency is a smart investment. CPM Vietnam helps businesses optimize the ‘final moment’ in the shopper journey, driving sustainable growth nationwide.