Top challenges faced by CPG brands

How do you ensure sales without any data?

Gathering in-store execution data at scale has been an age-old problem for FMCG brands. With Image Recognition and AI, gathering in-store execution data at speed and scale makes store audits automated and simplified. This is made possible by enabling merchandisers to capture a few pictures of the retail shelves using their mobile cameras. The Image Recognition AI then processes the captured images to derive critical retail execution & business insights.

Leaders can now improve their in-store brand visibility and focus on enhancing per-store sales and achieving sustainable distribution & store fulfilment.

Infilect is a leader in retail visual intelligence helping CPG brands worldwide with automated in-store audits, per-store sales increase, real-time insights and competitive intelligence. Learn more or talk to our Image recognition specialist.

Manual store audits

The traditional approach

To address this issue with the lack of advanced IT tools available, CPG brands have traditionally been doing in-store audits organized by market research firms. Here, a merchandiser goes to a random store or a sample of stores every month.

They ensure that the store follows the brand guidelines and manually counts and checks if the products are displayed in the desired manner. This leads to inaccurate and inconsistent data gathering, leaving your merchandiser burnt out. With a high attrition rate in auditors, retail leaders are looking to empower them with the right digital and AI tools and incentivise them to actively participate in retail execution operations at the stores.

Issues faced by sales leader

  • Lack of real-time data to discover product stock outs and improve on-shelf metrics, store compliance & optimize trade-pay-out across key outlets.

  • No availability of fine-grained on-shelf data of competition’s products, and promotions every week to drive optimal product assortment, on-shelf stocking and distribution.

  • Once a month coarse-level report only from randomly sampled stores.

Issued faced by trade marketing leaders

  • Unable to ensure the compliance of brand and visibility guidelines in the store.

  • Minimal to no insights about customer behaviour and buying patterns.

  • No knowledge about competitor’s display strategy and positioning.

  • Poor ROIs on promotional and marketing materials/creatives, as they do not attract shopper attention as desired.

Issues faced by store operations managers

  • Lack of available technology to track items being scanned or miss scanned per day, per checkout counter.

  • There is no real-time tracking to check compliance on presence, positioning, and pricing of on-shelf stock, thus leading to frequent stock-outs.

  • Lack of affordable, comprehensive, and interconnected platforms. Apps can provide real-time visibility to reduce ad-hoc work for store staff and mobilize the correct number of staff for the appropriate jobs.

Such issues with traditional auditing orchestrated by market research firms have led to retail manufacturers using Image Recognition to get real-time, actionable insights from stores. CPG brands are adopting AI-based solutions equipped with Image recognition technologies for tracking and maintaining store compliance and brand visibility across thousands of stores.

Image Recognition algorithms help analyze the visual layout of the stores and their retail shelves and can determine which products are out-of-stock, over-stocked, or misplaced. It ensures that the store is in compliance with the planogram. Modern solutions can update data in real-time so that proper corrective measures can be taken instantly.

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