Area-wide control at
the point-of-sale

The Challenge

Three of four purchase decisions are taken at the point-of-sale (POS). Those who implement the right POS marketing measures at the POS will have the best business turnover. In addition to the possible use of various promotional resources and activities, optimal shelf placement is still decisive for sales figures. Products are best placed at the shopper’s eye and touch level. A well-stocked shelf is also important because it increases the visibility of the products. Whether and under what conditions the manufacturer obtains this preferred product presentation often depends on their negotiating skills with the retailers or trade chains.

However, once the manufacturer has achieved his goal, it is, of course, important for him to know that means employed are invested correctly. The compliance with the relevant agreements as well as the situation at the POS has to be verified continuously in order to ensure a prompt reaction. In most cases, the company does not have enough sales representatives to visit, check and evaluate all the branches of the different chain stores and markets, area-wide and in a timely manner.

The Solution

In all target regions hundreds of Clickworkers swarm out, visit all the relevant stores (which are respectively located in their vicinity) and control the situation at all the points-of-sale for the customer.

According to specific guidelines, they document the presentation of hair care product at the shelves by photographing them with their smartphones. Up to eight pictures are taken of each shelf – upright and frontal – until the shelf can be displayed completely.

The Clickworkers then upload their pictures (with geo position) on the clickworker platform, including information about the business address and the name of the store. The pictures of one shelf are automatically merged in order to create an overall image.