Route to market
Sales force effectiveness and retail execution
Cimigo measures sales force effectiveness and retail execution across on-trade and off-trade outlets. Independent store audits show where execution is working, where standards are being missed and where sales teams should focus to improve distribution, availability, visibility and promotional compliance.
Each programme is designed around the client’s sales and trade marketing priorities. Cimigo can measure product availability, range, facings, pricing, displays, point-of-sale materials, promotions, stock levels, retailer agreements and other execution standards. Results can be compared across regions, channels, outlet types, distributors and sales territories to identify performance gaps and opportunities for improvement.
Cimigo’s trained auditors use the OnMobile application to capture observations, photographs and audit data digitally at each outlet. GPS location, interview start and end times and photographs linked to individual audit questions provide additional quality control and verification.
Results are available rapidly, enabling sales and trade marketing teams to identify problems, recognise strong execution and take corrective action. Cimigo provides an independent and objective measure of what is actually happening in-store.
Sales force effectiveness studies typically measure:
Independent measurement against defined execution standards.
In-store compliance with brand and execution standards.
Performance comparisons across outlet types, channels and locations.
Trade promotion and activation compliance.
Stock availability and outlet standards.
Range, facings, pricing, servicing and display compliance.
Retail environment and merchandising standards.
Identification of execution gaps and problem areas.
Identification and benchmarking of best performers.
Clear priorities and actions for improvement.
