Promotional compliance is a critical driver of in-store success, yet many brands struggle to accurately track whether their promotions are executed as planned—or fail to track them at all. Traditional methods often rely on field teams or retailer feedback, which can be slow, incomplete, and biased. Issues like missing promotional signage, misplaced products, or incorrect pricing can severely impact a campaign’s effectiveness.
Use Case: Improved Promotion Tracking
Take the case of one national greeting card and paper brand that partnered with Wiser to improve their in-store display execution. They were working with a third-party vendor tasked with stocking drug stores and were only paid based on what sold. However, the vendor couldn’t provide essential metrics, such as how many items sold, how many were still in stock, or the presence of adjacent competitors on the shelf.
The brand had multiple display types, including floor stands, point-of-sale displays, wall displays, and tabletop displays, with many stores featuring more than one type. They needed a clearer understanding of their products’ presence in-store. Within just a few weeks, the brand uncovered a significant level of non-compliance regarding their expectations and agreements with vendors across retail locations. Displays were haphazardly set up, greeting cards were often bent or defective, and competitor products were stocked in their designated displays.
The brand focused efforts on two regions—Southern California and parts of New England—working with Wiser to devise a corrective plan. Mystery shoppers regularly and cost-effectively provided feedback on display and product conditions. This mystery shopper initiative led to a dramatic improvement in compliance, from around 30% to over 80%.
This example is far from unique. Many brands depend on brokers, merchandisers, and store associates to fill visibility gaps in retail execution. However, these sources often provide backward-looking, biased, or even inaccurate information.
Leveraging Technology for Better Execution
Wiser’s platform offers brands real-time, unbiased visibility into promotional compliance. Leveraging crowd-sourced data and image recognition technology, brands can monitor their promotions across multiple locations to ensure accurate execution. This allows brands to:
- Maximize the impact of their promotional investments.
- Quickly identify and address non-compliance issues.
- Gain a comprehensive view of in-store execution for more informed decisions.
If you’re interested in optimizing your brand’s promotional strategies, please reach out to us.
