The Context
Azura uses BeMyEye to monitor instore compliance for Price, Promotions, Assortment and Package information for vegetables sold across different formats of store types and store chains.
The Challenge
Tracking data for vegetables is challenging, the industry is very dynamic and constantly evolving. Prices, promotions, packaging, distributors/producers and assortment changes happen often, keeping track of such changes requires regular and rigorous tracking in store, along with making sure data accuracy is always high.
KPIs
– Numerical Distribution
– Assortment compliance
– Facing
– Price
– Promo Compliance
– Secondary placement
Categories
– Cleaning
– Hair removal
– Intimate care
– Footcare
Channels
– Hyper
– Super
– Drugstore
– Cash
– Carry
Countries
– Czech Republic
– Slovakia
KPIs
– Price
– Promotion
– Assortment compliance
– Packaging
Categories
– Vegetables
Channels:
– Hypermarket
– Supermarket
– Convenience stores
Countries
Sweden, Finland, Poland, Romania, Czech Republic
Outcomes
• Thanks to promo monitoring and non-compliance proof, KAM’s were able to negotiate on average 40% discount on next activities (secondary placements)
• Visibility of in-store data during lockdowns when salesforce couldn’t visit stores
• Possibility to visit 100+ stores during 7 day promo activations to check compliance
• Price monitoring helped to spot deviations from recommended pricing
• Speed of reaction – ability to launch a secondary display campaign only a few days before
• Distribution of Dettol increased 7pp in the first 6 months of monitoring
Outcomes
BeMyEye and Azura have been working together for a couple of years now and have developed effective and efficient methods of regular data collection, ensuring accuracy of data remains high and often finding unconventional ways to find out information that may not always be readily accessible!
Azura feedback
