Timely and effective trade marketing operations allow us to never lose a sale and always have our products available to the public. However, to meet this central objective, we must have organized trade operations equipped with information. As we will see below, analysis and information will allow us to act in time to detect problems in the availability of our products and guide specific actions in the field. 

On Shelf Availability (OAS) is an important indicator that lets us know whether or not our product was available at the time of purchase. The problem that we must attack, therefore, is the shortage on the shelf, and we will achieve this by obtaining a clear measurement of this indicator, which will allow us to coordinate a localized action to correct the problem when and where it occurs. 

This is not uncommon: in some cases, non-availability reaches up to 10% of the purchase situations, causing obvious losses. To repair this, we must understand where the failure is located: if it is due to a lack of supply at the point of sale, or PoS, if this failure is systematic or punctual, if there is an administrative error that is contributing to this, or if the product is in the PoS but in the warehouse or misplaced. It is clear that to achieve this, we need reliable, clear and updated information.

The second concept that we will attack, and which goes hand in hand with the above, is the Lost Sale. It can also have several causes, and it is even broader because it includes failures that are not operational or administrative but can also be of commercial management. Are we underestimating a POV, generating systematic shortages, or on the contrary, are we overfeeding a POV, diverting the flow of our products where it will not be consumed, i.e., unnecessarily?

This may be one cause, but it is not the only one. Again, a real-time supply indicator, which tracks the evolution of each point of sale over time and consolidates this information, will help us to detect, understand and solve the problem. 

A geo-management tool such as GDW Trade helps to achieve this operational effectiveness and can increase productivity by up to 30%, correcting problems such as these, i.e. maximizing sales thanks to efficient management.

The information it obtains, which it systematizes in real time around key indicators, gives us a clear and constant vision of our operations to improve their performance. The impact of geo-management tools such as GoDoWorks translates into happier and more loyal customers, who find our products when they go looking for them, and therefore into higher sales and revenues.