The client makes high investment per outlets by installing its branded coolers at GT outlets. This makes its products stand apart helps with better brand affinity. However, there were some challenges affecting its effectiveness

• Purity: Store owners often kept competition products in client’s branded coolers
• Hot zone Placement: Coolers were often not kept at cash counters and other desired high visibility areas
• Planogram: The client wanted to influence purchase behavior by carefully researched Planograms, but execution of these planograms at scale was very difficult

The client used to rely on third party audit programme to address the above challenges, but this was expensive, slow and non-scalable. There were also accuracy problems with the audits.

The field reps used ShelfWatch app to take pictures and the results were

• Sales reps used app to click images on weekly visits
• Offline mode of the app made the image capture seamless
• Took ~1 minute per visit to capture images
• Monitoring dashboard for regional and HQ sales teams

• Achieved 20% improvement in overall compliance scores (Purity, Placement and Planogram) in first 3 weeks. Identification of poor performing field reps and incentive structures helped drive this change
• The client started a new initiative of cooler Planograms helped by measurement mechanism of ShelfWatch
• For new launch campaigns, penetration levels were analyzed without extra investment
• During Covid related disruption, special KPIs (% of cooler filled) were tracked to assess distribution levels