Manage your sales team effectively
A leading player in Plant Based Consumer Products turned to SmartSpotter. With a broad portfolio of well-known brands across multiple product categories, it was essential for them to gain insight into the performance of their key SKUs during promotions. SmartSpotter’s insights enabled the client’s sales team to act with precision and drive targeted improvements.
About the client
A global market leader in plant-based foods. The case has been approved for use by the Manager of Shopper Marketing & Field Sales, under the condition that the company name remains undisclosed.
The Need
In January 2024, a major player in Plant-based Consumer Products knocked on our door. They wanted to improve their promotion execution. With such a large assortment, they wanted to gain better insight into the shop floor at the largest retailers in the Netherlands. The sales team of this producer is available, but where do you send them specifically? The goal is to manage the sales team effectively to increase the impact of promotions. They now gain this insight thanks to SmartSpotter.
Measurement
SmartSpotter measures the promotions of the most important SKUs of the supplier at Albert Heijn, Jumbo or Plus 15 times per year. A minimum number of store visits per region is ensured, so that each region manager has sufficient insight to take action. Our Spotters visit 200 to 350 stores per measurement, so that there is a reliable sample. The following is mapped:
Main shelf promotions
Promotional item in stock on regular shelf
Presence of action communication
Secondary placement promotions
Promotional item present in 2nd placement
Promotional item filling level
Presence of action communication
Result
A promo grade of 8.8, more sales and an ROI between 5-12!
Promotion report grade to 8.8
Together with the supplier, SmartSpotter determines the rules for the scoring system for each store visit. The higher the score, the better the promotion was carried out. The score makes it easy to compare stores and provides insight into which stores are (not) performing well. During the first measurement by SmartSpotter, the stores scored an average of 8.2. Based on these results, the supplier's sales team was sent to the worst performing stores for improvement actions. After this, the stores scored an average of 8.8 for their promotions!
More sales
The turnover for the food producer has increased enormously. The insight from SmartSpotter allowed the producer's sales team to be deployed specifically for improvement actions. A few thousand missing products are added to 2nd placements by the sales team per measurement round. This can be a 2nd placement that was completely missing or whose filling level has been increased.
ROI between 5 and 12
The return on investment is five to twelve times. Both the sales team of the food producer and the retailer were able to work very specifically with the insights gained. Thanks to the real-time SmartSpotter dashboard, they were able to take action immediately during the promotion instead of afterwards. All measurements are supported with photo evidence. By filtering on product, store and retailer level, the execution of the promotions could easily be improved.
''More efficient field service deployment and improved sales performance.''
This food producer and many others have already trusted us
''One of the biggest advantages of SmartSpotter is the ability to quickly respond to execution on the shop floor. The platform has not only optimised our retail execution but has also contributed to a more efficient field force deployment and improved sales performance. It provides us with the necessary insights to act quickly and achieve better results together with the retailer.''
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