The POP Monitor

Services

Overview

Intelligence

POPdata

Activate critical data streams for your business.

Obtain the frontline intelligence necessary to drive maximum returns on your brand investments. Our consultants can help you define the data requirements of your business and design a bespoke yet cost-effective data capture program.

To ensure the highest data quality, our own Field Operations and Data Processing teams, consisting of seasoned specialists in capturing and processing shopper, customer and in-store execution data, can implement your data capture program in the markets of your interest.

Shopper data

This is the data that allows you to determine how to best influence your target shoppers' behaviour and drive sales of your brands at the point-of-purchase. We can help you find out in which channels and with what activities you'll realise the best returns on your in-store investments.

Key questions we can help you answer include:


		In which trade channels and customers are we able to significantly influence our target shoppers?

		In the stores belonging to these channels and customers, which activities will most effectively enable us to turn shoppers into buyers of our products?

Customer data

We have developed a meticulous POP census methodology for capturing the most accurate and complete customer data, allowing you to tap into a fully standardised database of retail outlet profiles for the markets of your interest. The data will provide you with the most comprehensive picture of each market's retail landscape and will allow you to segment customers and their outlets into well-defined channels.

Our customer data seamlessly loads into the POPdatabase tool, with which you can conveniently "slice and dice" the data and connect it to all other tools in our portfolio.

Standard data points*:


		Outlet name and full address.

		Point-location on digital map including GPS coordinates.

		Outlet type (e.g. channel and subchannel).

		Outlet size (e.g. number of check-out counters, number of pharmacists).

* Other data points can be made available upon request.

POP execution data

This is the data that reveals how well you execute your point-of-purchase strategy. Not in terms of sales volume/value (i.e. the output of your efforts) but in terms of how effectively you create the conditions at the point-of-purchase that facilitate and motivate shoppers to purchase your brands and products (i.e. the inputs required to realise sales).

Simply put, there are only two things you need to be on top of at all times: distribution and the quality of your distribution. Looking at things from the shoppers' perspective, this breaks down into the following five key sales drivers at the point-of-purchase: availability, visibility, price, promotion and people (your people, or at least, those people that represent you at the "front line" - see the next topic "Shopper brand experience evaluation data" for details").

Typical data points include:


		Must-have SKU availability or assortment compliance.

		New product speed to shelf compliance.

		Share of shelf compliance (e.g. measured against competitors by brand and subcategory).

		Price range compliance.

		Secondary display and promotion compliance.

		Comparisons against competitors on various data points.

It's the sort of data you would want to obtain through a specialised, objective third party, rather than through your own sales reps, who should be selling, obviously, and not waste precious time on measuring shelf space or collecting detailed competitor intelligence.

Our POP execution data can offer you dependable, highly granular frontline intelligence representative across channels, customers and geographies. We can collect the data you need with the highest accuracy and, if needed, in real-time. On a daily, weekly or monthly basis, whichever you prefer.

The data loads seamlessly into the POPmonitor tool, with which you can provide secure access to the right people in your organisation, allowing them to monitor and review your in-store execution and take insight-driven action to size and seize the opportunities facing your business.

Shopper brand experience evaluation data

Whilst companies typically spend fortunes on building brand expectations, we often see that once consumers hit the shop floor, the carefully crafted brand promise isn't delivered. And that's a shame, because whereas consumers may come to you because of your brand promise, they only stay with you when you deliver on that promise with positive, memorable brand experiences.

To help you understand your strengths and weaknesses in creating such experiences, we have developed a "shopper brand experience evaluation" methodology to reveal how shoppers experience your brand at the point-of-purchase and how capable your in-store sales or promotion staff are at turning shoppers into buyers of your brands.

The evaluation focuses at the four core experience drivers:


		Entice (i.e. your ability to turn the point-of-purchase into an enticing "brand theatre" and your staff's ability to appear fully representative of the brand).

		Connect (i.e. the capability of your staff to attract shoppers' attention and engage into a welcome, non-intrusive conversation.

		Serve (e.g. the ability of your staff to analyse shoppers' needs, clearly explain and/or demonstrate the benefits of your products, make appropriate recommendations as to which particular products suit the shopper best and proficiently answer the shopper's questions).

		Close (i.e. the ability of your staff to "close the deal" and make the sale, to cross-sell and up-sell and to ultimately welcome shoppers back again for more).