The Context
Reckitt Benckiser uses BeMyEye to monitor instore compliance for Price, Distribution, Assortment and secondary placement, even during lockdown when reps could not visit stores.
The Challenge
Together with Reckitt Benckiser, BeMyEye defined a set of KPIs to monitor compliance in the field, this means Reckitt can understand how well compliance is being executed in store and see photographs on a store-by-store basis , in real time across the country, this is crucial to understanding how instore activities and promotions are being executed and where actions need to be taken to drive sales and gain visibility of growth lever opportunities.
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
– 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
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
• 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
Reckitt feedback
We started to co-operate with BeMyEye this year and the main goal was to have regular monitoring of Czech and Slovak markets in categories where we are selling products. Photos of BeMyEye are used regularly and price monitoring is another great tool to help us to negotiate better conditions with customers. Team is very proactive and fast paced and most of all willing to liste, advise and provide necessary services The analytical part and Al is doing a great job identifying correct prices on the shelf. Proactive cooperation and wiliness from the BeMyEye team is excellent
