SmartSpotter Promo Compliance Award 2025

Hoogvliet Supermarkten has been named the winner of the SmartSpotter Promo Compliance Award 2025. With an overall score of 8.4, Hoogvliet takes over the top position from DekaMarkt, which won the award in 2024. In 2025, Hoogvliet particularly excels in shelf execution (9.2) and also achieves a strong second placement score of 7.8.

SmartSpotter is presenting the Promo Compliance Award for the ninth time this year to the retailer that executes promotional agreements most effectively on the shop floor. The results are based on thousands of monthly measurements, conducted via mobile crowdsourcing in supermarkets across the Netherlands.

Top 3 Promo Compliance 2025

1. Hoogvliet – 8.4 overall

2. DekaMarkt – 7.9 overall

3. Poiesz – 7.8 overall

In 2024, the award went to DekaMarkt, which at the time held a clear lead over the national average. In 2025, the competitive field has grown closer, but Hoogvliet clearly stands out with consistent and above-average execution on the shop floor.

Development of national promo compliance

A positive development compared to 2024 is also visible at the national level. While overall promo compliance reached 7.0 last year, it rises to an average execution score of 7.2 in 2025. The difference between shelf execution and second placements remains clearly visible:

National promo compliance figures 2025

• Overall execution: 7.2

• Shelf: 8.2

• Second placement: 6.4

Structural focus on in-store execution

Hoogvliet distinguishes itself through a structural focus on in-store execution and strong collaboration between commercial and operational teams. This approach results in the consistent fulfillment of promotional agreements and a recognizable shopping experience for consumers.

By winning the SmartSpotter Promo Compliance Award 2025, Hoogvliet underscores its position as one of the best-performing retailers in the Netherlands in the field of promotional execution.

Wouter van Kooij, Unit Manager at Hoogvliet, explains the excellent score:
“Hoogvliet works with a system of centralized display control. This provides our stores with clear guidelines on how promotions should be presented. Locally, stores are allowed to enlarge certain promotions, provided that the minimum conditions are met. In addition, with centralized display control we strike a clear balance between promotions presented on second placements and promotions where the regular shelf placement suffices. The store order management system further ensures just-in-time delivery of products, so customers always encounter a perfectly presented promotion.”

About SmartSpotter

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