How Samsung improved retail execution compliance by 30% across 11 countries

Using insights from BeMyEye, Samsung has improved retail execution compliance by 30%, increasing brand visibility and brand recommendation across 11 countries.

3 years of continuous collaboration, 8000 stores monitored per year.

Challenge

Every new product launch for Samsung is crucial. Trade and ATL investment must be maximised during the critical 3-5 weeks post-launch. It is essential that in-store activation and detailing messages are received by the public per the exact plan from HQ and local markets.

In 2016, when Samsung initially contacted BeMyEye, they struggled to audit a meaningful portion of their estate to ensure high retail execution standards. They sought to find an objective and cost-effective way to measure launch effectiveness across multiple territories and make changes at the Buyer and store level in order to demonstrate a strong ROI.

For a new product launch, perfect retail execution is crucial for success. The first three weeks post-launch are a decisive period, where proper implementation will impact the ROI of the whole campaign.

Together with Samsung, BeMyEye defined a set of KPIs to monitor the execution and effectiveness of launch activities. We designed representative samples across countries and store types so we could accurately measure execution across the estate, and spot gaps in various territories/chains.

The KPIs

• Brand visibility in-store

• Retail execution compliance flagship models

• Brand recommendation rate and rationale

The Channels & Categories

• 11 European countries:

  United Kingdom, Germany, Italy, France, Spain, Austria, The Netherlands, Sweden, Poland, Switzerland & Romania

• Mobile phone operators, Big box electronics and speciality retailers

• Mobile phones, Tablets, TV, Washing machines, Refrigerators

Outcome

BeMyEye field data is available to Samsung in near-real-time providing an actionable list of insights including non-compliant stores/chains, brand recommendation rates below market share, and off-brand detailing messages. We started our collaboration in 2016, covering 2,000 stores across 5 European markets, all in just 7 days.

Since 2016, we have scaled the programme to 11 countries, building up a time-series data set that helps Samsung improve retail execution on a continuous basis.

Thanks to our end-to-end solution Samsung has achieved:

• +30% improvement in brand visibility

• +70% improvement in Brand Recommendation rate

• Historical tracker of in-store KPIs

• The chance to Act On Real-Time Opportunities For Corrective Action​

Royal Canin says:

“We’ve generated 30% improvement in retail execution and 70% in the brand recommendation rate of our products by using field data collected by BeMyEye“

Vangelis Matthaiopoulos

Head of Shopper, Retail and Omnichannel Insights Europe