The role of POP material is to stand out in an increasingly competitive environment: thanks to its design, its size, its ingenuity, it brings visibility to a certain merchandise and communicates a message about the product or the brand. POP material often chooses to delight the consumer with its design or with a humorous message that brings him closer to it, but all this is lost if it is not correctly displayed at the point of sale. 

If there are flaws in the display of such material, if its visibility is compromised, if it is not placed at the agreed point for the agreed time, or if for some reason it deteriorates, it will not be fully effective. Some of these promotional materials can be costly and like any point-of-sale action, it is necessary to analyze their execution and effectiveness. This is achieved thanks to the digital registration of promotions, carried out by a trade marketing team, specially equipped with tools for this purpose.

What is the impact of the information and follow-up of these promotional actions at the point of sale?

Enables auditing of compliance with commercial agreements

A trade marketing team equipped with digital tools can obtain accurate records, via photographs, to audit the status of POP material at the point of sale and thus evaluate its visibility and correct display. This provides the necessary transparency and tracking of the commercial action, which allows us to assess and improve our relationships with retailers and equips us with information to negotiate better contracts. 

Complemented and enhanced by sales force monitoring

Firstly, a digital tool makes it possible to ensure compliance with visits, schedules and field activities, including promotional activities. 

But also, a sales force team, motivated by the possibility given by digital tools to improve and make visible its management, is able to make better decisions and to communicate effectively what it does. A large number of decisions are made by each operator, at the same point of view, and thanks to communication and digital information gathering, we can control, follow or redirect his direct action, visualize the multimedia records he obtains, first hand, from his own activity or from the record he makes of the competitor's activity.

Inventory control of POP material is improved.

The digital register also helps to avoid damage and loss of promotional material. It gives merchandisers a greater sense of responsibility in their field tasks and equips supervisors with information and immediate follow-up to guarantee the traceability and good condition of this material. 

Commercial action is achieved as planned

Finally, geo-management tools contribute to the correct analysis of the commercials we have proposed, since, ultimately, they are a way of establishing, thanks to digital control, that the promotional action was implemented as designed and that the POP material was used for the established purpose. It is only through this correct analysis, which incorporates the information gathered during the fulfillment of the action, that we will be able to understand the effectiveness of the promotions carried out and propose better strategies for the future. 

Thanks to a digital tool such as GDW Trade, which centralizes this information and systematizes the survey processes, these improvements are easily implemented and become part of the daily activity of supervisors and promoters.