In the highly competitive FMCG industry, ensuring that products are available on shelves is critical for success. Yet, retailers and manufacturers have struggled to accurately measure on-shelf availability, a crucial factor in understanding consumer purchase behaviour. Fortunately, advancements in technology and the use of crowdsourcing have made it possible to address this issue in an efficient and cost-effective way.
Crowdsourcing involves tapping into a large group of consumers who are willing to provide feedback on products in real time. These consumers act as "spotters" who visit stores and report back on product availability, shelf placement, and other critical factors. This approach provides a much more accurate picture of on-shelf availability than traditional methods, such as store audits, which are often slow and costly.
With crowdsourcing, retailers and manufacturers can quickly identify issues with on-shelf availability, such as out-of-stock situations or products that are misplaced. This allows them to take corrective action in real-time rather than waiting for a report to be generated days or even weeks later. This not only improves the consumer experience but also increases sales and profits.
Furthermore, crowdsourcing allows retailers and manufacturers to gain a better understanding of consumer behaviour. By analyzing the data collected from spotters, companies can identify trends in product demand, which can inform inventory management decisions. They can also gain insights into consumer preferences and behaviours, such as where they shop and how often they purchase certain products.
The benefits of crowdsourcing are clear, but it's important to note that this approach requires careful planning and execution. Companies need to ensure that spotters are accurately reporting on the availability and placement of products. This requires proper training and supervision, as well as the use of technology to verify the data being collected.
In conclusion, measuring on-shelf availability using crowdsourcing is the future of retail execution. It offers a more accurate, efficient, and cost-effective way to monitor product availability and consumer behaviour. With the right planning and execution, retailers and manufacturers can leverage this technology to gain a competitive advantage and improve the consumer experience.
