One of the main keys to management, in addition to improving efficiency and centralizing processes, is information: getting the right information at the right time. Information guides decisions, connects field operators with their supervisors and improves the possibilities of merchandisers ' actions in the points of sale they visit. 

When this information is properly consolidated around the relevant indicators, it allows us to have complete control over the execution of processes at the points of sale and also allows us to know how shoppers view our products (and those of our competitors). What are these indicators and how do digital tools allow us to collect them in real time and centralize the data for easy evaluation? We will discuss this below.

Availability

The first thing to do to avoid lost sales is to monitor and guarantee the availability of our products at the POS. Digitalization allows us to control this important variable in real time, in order to take immediate action. In addition, this information will give us clues about consumption patterns and about which POS we should reinforce to avoid future "out of stock" products. 

Participation in POS

To dominate the category and make our brand stand out, it is necessary to have a wide shelf presence or share of shelf (or, in any case, to check that the presence we actually obtained is the one we planned and negotiated). This percentage allows us to understand our relationship with the competition at the point of sale and to take measures to increase our share. Thanks to digital tools, this measurement can be done via photographic records to ensure that the assigned space and planogram are being implemented.

Exhibits and POP materials

More than 70% of the decisions are made at the POS and are based on the correct follow-up of the commercial actions we have planned. This constant evaluation allows us to reorient or reinforce an action. In the case of displays and promotional materials, digitization allows us to guide or survey the merchandising action , control the visibility of the displays (via photographic records) and thus audit the commercial agreements negotiated and maintain an inventory of POP material to ensure its correct use. 

Prices

Stores and distribution surfaces often deviate from the pricing strategy proposed by a brand, so it is important to survey and control this variable in each POS in order to know how our offer is effectively reaching the public. This allows us to generate alerts in the event of non-compliance with established prices, and to obtain information about the competition. 

Sales force monitoring

Finally, the other variable to take into account that is not related to the product itself is merchandising compliance. Non-attendance or idleness generates lost opportunities in our trade activity. Thanks to digitalization, this monitoring is transparent, accurate and in real time. Obtaining information on the time spent at each POS also allows us to weight this time in relation to the results obtained or expected and to give us clues about the importance of each point in our distribution network. 

At GoDoWorks, we are dedicated to equipping companies with dynamic, intelligent management tools that incorporate field mobility and work to centralize information. GDW Trade is the tool we have designed to improve efficiency and productivity in trade marketing execution , so that management is always a solution and never a challenge.