Retail Execution and Monitoring:The Next-Generation Store Call

Retail execution is a complex business process, comprising the activities that field representatives need to perform in-store to ensure optimal product availability, brand standards and outlet coverage. Like all processes, advancements in technology can streamline the way in-store execution is performed, resulting in better performance and more productive, engaged field teams.So how can cloud, social, analytics and mobile technology improve the efficiency and effectiveness of a store call?  Today we simplify and summarise four essential stages of the store call, and explain how digital tools such as Zaptic optimise retail execution and monitoring activities.

1. Preparation and Planning

Planning store visits and preparing actions is half the battle, hence the importance of:

1. informed and friendly visit scheduling, and

2. very clearly prioritised opportunities.

Providing the field rep with incomprehensible data on a static dashboard is as helpful as no data at all. This is not “insight to action”. Rather, insights from analytics and multiple data sources such as EPOS need to be displayed to field reps in the most intuitive and actionable format possible. This means:

1. clearly alerting field reps to the priority visits and actions. NO MORE COMPLEX DATA DASHBOARDS!

2. providing any contextual data in very easy to read and friendly metrics to help reps understand the key drivers of store performance.

Depending on the nature of field work, integrations with systems of record (such as ERPs and CRMs) may be required to ensure alignment of data between field and central systems, and to give reps all the historical insights they need to build the business in their territory. 

 
2. Opportunity and Issue Identification

Once in-store, field reps can be guided through the steps of the call in an intuitive process driven interface. For example, once they have signed in and introduced themselves, they are reminded to walk the store looking for new displays before checking the fixture for on shelf availability, share of shelf, placement, planogram and promotional compliance. Data capture should be as easy as ‘thumbs up / thumbs down’. All relevant information about current promotions and displays should be so accessible such that they are part of the data capture process. 

The store performance insights viewed in preparation for the call will help the rep to look out for the biggest opportunities. Significant time can be saved with data driven out of stock alerts to direct the rep’s attention straight to the problem SKUs. Moreover, if a company has already invested in a digital measurement capability, reps can be prompted to use this technology at the correct time to automate audit tasks. Using Zaptic, all of these insights and tools can be brought into one friendly interface for the rep, maximising efficiency and effectiveness in-store.

3. Action and Negotiation

Once an ‘opportunity basket’ has been created based on issues found and actions to take in-store, a good sales force automation solution will help the rep turn these into incremental sales. For example, in Zaptic, every issue and root cause is tied to intuitive step by step actions to help reps fix in-store issues for life. Access to EPOS data can help the rep to negotiate fixes with store managers and image augmentation can be used to show the exact position and appearance of new displays to the store manager. Finally, reps should have full access to all upcoming promotions and associated performance data and selling stories to help them influence higher orders in advance and during promotion. In the case of direct store delivery, they will also need ordering tools which speak to the central systems of record. 

4. Feedback and Administration

Thanks to cloud computing, once the goals of the store call are achieved, all the rep has to do is save the report and all the information about issues, root causes, wins and actions taken will be sent back to head office, closing the feedback loop.  The final stage of the store call also offers an opportunity to organise a follow up store visit and ensure that, for example, the negotiated new display has been set up correctly. A follow-up visit can easily be assigned to another field rep, a delivery agent or a member of the crowd, who in turn can all receive the same level of guidance and assistance in Zaptic as a dedicated field rep would receive. Read more about the power of ‘omni-channel retail execution‘ in mega cities. 

And of course, the most important feedback of all is recognition of the excellent work performed in store. The gamification in Zaptic recognises and rewards reps who go the extra mile, and align personal incentives with business goals.

Learn how to perfect in-store execution with the Zaptic Retail Execution Cloud!