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Apple needed to accelerate business growth and reinforce brand presence at critical retail touchpoints in Vietnam. The goal was to scale brand visibility both vertically and horizontally across the store network, elevate the in-store shopper experience, and convert traffic into measurable sales uplift.
Apple required a consistent in-store sales force model that could protect premium brand standards while operating at scale across multiple cities and partner retailers. The key challenge was driving execution consistency, shopper experience quality, and performance discipline nationwide.
CPM launched a pilot initiative, APP & ASM, to refine the model before scaling nationwide to nearly 862 outlets(contributing ~50% of total sales). The program focused on four pillars:
