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product presenta-on
is a research tool providing comprehensive insights on brand performance in retail for
improvement of sales and marketing execution in store
Product delivery is only a start of sales in store
Secondary Placement
Instore Management Мix (IMM) - key driver of sales in store
Shelf space
Price points
Instore brand communication
Customer service level
pole builds retail insights & analytics that helps you to optimize instore management mix indicator
SHELF SPACE
Product presence on shelf
Share of shelf in corporate block
Share of shelf in specific category
“must have” SKUs
Facing of any SKU
Planogram
SECONDARY PLACEMENT
Trade equipment (fridge, display)
presence
Facing of any SKU on trade equipment
Presence of compe
Working condi-on of trade
equipment
PRICING
Shelf prices
Price index vs. recommended
price
Price index vs. compe--on
INSTORE BRAND COMMUNICATION
Presence of any POSM on shelf
Presence of any POSM in-‐store
Presence of any POSM on exterior
of retail
Presence of any consumer promo ac-va-on in retail
CUSTOMER SERVICE LEVEL
visit frequencies of trade rep
customer feedback
Extra /tailored indicator
instore management mix (IMM) indicators
common issues of building impactful instore management mix (IMM)
Consistent data collection, its conversion into comprehensive analytics & insights require extra resources
Longer lead times for data mining (manual data collection, processing & reporting), in case it is done internally
Neglecting competition in assessment of IMM due to lack of resources for its consideration
Rough assessment of IMM based on random store check visits. Lack of resources for consistent IMM monitoring
1. 2. 3. 4. Reliability and freshness of IMM source data.
5.
pole’s provides:
Comprehensive, actionable retail & shopper analytics, insights 1.
Reliable & actual data 2.
Structured historical data compilation on user-friendly platform: 3.
imm data with 1-3 days freshness
photoproof of collected imm data
geotagged data: automated data
verification
pole software runs as following:
Determining KPI & Coverage
Customiza-on of applica-on for data collec-on accordingly
Assignment of Research routes By project
Supervisor & genera-on of Personal access To
applica-on for Each field auditor
Data Collec-on from the field & verifica-on of collected data by
supervisor
Transfer of Verified Data to The server and processing
Displaying processed data on the user
interface
let’s navigate through Pole’s web portal
topline retail analytics & insights (summary scorecard)
Shelf space:
Secondary placement: Pricing: Shelf space:
Instore brand communication:
SKU presence:
Type of display:
Census:
Customer service level:
action-oriented retail insights & recommendations
All insights are backed up with customized list of stores, where improvement of instore management mix execution should be improved.
data can be displayed in various types of graphs)
data displayed on spreadsheet with data filter and grouping capabilities
All retail points are GEOTAGGED
classified census of store
access to photoproofed data from specific store
what benefits marketing & sales teams get?
Assessing the instore execution of new initiatives (product launch, price reduction, new display, etc)
Evaluating imm investments (trade equipment, POSM, etc) by store considering competition
Opportunity to constantly improve IMM with historic tracking
Inserting IMM into sales team’s key performance indicators
1. 2. 3. 4.
1st PLACE in Russian start up tour,
KAZAKHSTAN tour, March’15
FINALIST Russian Startup tour
FINAL, Moscow, Russia
June’15
Visit us at: https://www.facebook.com/poleretailscanning?fref=ts
h"ps://rst.startupvillage.ru/ru/
Republic of Kazakhstan, Almaty, 050040, 30A/1 Satpaeva street, Tengiz Towers Business Center +7 (777) 780 66 11; +7 (701) 968 18 56 [email protected]
Republic of Azerbaijan, Baku, AZ1006, 4 Kurban Khalilov street, apartment 47 +994 12 538 33 90; +994 55 762 62 12 [email protected]
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