CROSSMARK helps clients in the consumer packaged goods industry get products in and out of stores. The company provides headquarter sales (securing distribution in retail outlets), in-store merchandising, sales support, and supply chain optimization services. Clients include supermarkets, convenience stores, drug stores, and other specialty trade channels. CROSSMARK also helps customers plan promotional events, while its CROSSMARK Retail Technologies provides technology solutions for clients. Its expertise spans the grocery, mass, club, drug, convenience store, and home improvement channels, among others. In 2012 the company agreed to be acquired by Warburg Pincus.
CROSSMARK has almost 50 offices in North America (Canada, Mexico, and the US), and Australasia (Australia, and New Zealand).
CROSSMARK has conducted merchandising and consulting work for such heavy-hitters as The Nielsen Company, Johnson & Johnson, Walgreen, and Wal-Mart. It works with each client to identify marketplace trends, analyze new product category opportunities, and execute effective promotional campaigns.
The company's growth strategy involves expanding its offerings through the formation of key business partnerships.
In 2012 CROSSMARK formed a new business unit CROSSMARK Drug and Value as part of CROSSMARK's Sales Agency. It consists of CROSSMARK MPG Drug and CROSSMARK Value, both dedicated to provide growth solutions for manufacturer and retailer clients in these two strategic channels.
In 2011 CROSSMARK partnered with MPG (Market Performance Group) to form MPG Drug, a provider of headquarter sales and retail services for the US drug industry. The deal effectively merged CROSSMARK and MPG's respective chain drug sales businesses.
Also in 2011 the company formed a joint venture with shopper marketing firm MARS Advertising. Called Twin Oaks, the venture is designed to leverage the expertise of both firms to help clients build marketing strategies based on shopper motivation and insights. Continuing this strategy, later in 2011 CROSSMARK formed Out Front Marketing, a joint venture with FLW Outdoors. The business is designed to reach consumers in high-volume Wal-mart parking lots and store exteriors.
Mergers and Acquisitions
In 2011 the company created the largest in-store marketing services company in North America through the acquisition of New Concepts in Marketing Inc., a leader in product demonstrations in the US. It is an agency-of-record for BI-LO, Giant, Ingles, Raley's, Roundy's and WinCo, as well as 12 Kroger divisions.
In 2010 CROSSMARK expanded its capabilities with the purchase of TNT Marketing, a sales and marketing organization serving convenience stores. The deal allowed CROSSMARK to develop a specific set of sales and merchandising products and services designed to cater to the convenience store channel. At the time of the transaction, TNT Marketing served such clients as General Mills, Bayer, and ConAgra.
The company is the result of a 1995 merger between three former businesses: The Gordon Company, SALES MARK/ALPHA ONE, and The Phillips Company. – less