Swisse officials struggled to achieve a clear understanding of what was happening in the field on a daily basis and to determine how successful their frontline employees were at confirming compliant store displays.
In particular, brand administrators wanted more consistent updates on point-of-sale displays and in-store merchandising.
Beyond the uncertainty surrounding POS displays and store merchandising standards, administrators were also concerned about how much money was wasted on promotional materials that were never used or poorly implemented. Merchandising resources composed a large portion of Swisse's annual budget, and officials needed to be certain the company was getting a sizeable return on its investment.
Unfortunately, an internal audit revealed that a large portion of the company's 2016 POS display materials never made their way to the intended destinations. If this waste became an ongoing trend, the effect on Swisse's bottom line would be immense.
The Swisse field team uses GoSpotCheck to fill out quick questionnaires surrounding display compliance and execution. This has proven especially effective to collect data during seasonal promotions in real time, which often include specific holiday displays or time-sensitive offers.
Swisse has also gained new insights into not only when stores were not adhering to their agreed-upon display conditions, but the reason behind noncompliance. Although some store managers may fail to comply, data demonstrated there is a variety of other reasons that lead to misalignment and poor execution.
Those same features have assisted Swisse with goals to reduce waste and improve POS displays. GoSpotCheck provides a window into POS display conditions, letting administrators see precisely how many posters are hung at each location and what promotional materials are being used.
Now that Swisse can accurately identify exactly how much content is needed for each location, the company’s promotional marketing budget can be easily streamlined and balanced.
We’ve seen consistently—and with our most recent campaign—that the quality of the merchandising has gone up quite significantly. It’s just been really great.
Thanks to Swisse's meticulous deployment strategy, the platform's intuitive interface, and GoSpotCheck's continued support, the GoSpotCheck implementation went over smoothly. User adoption remains high among the Swisse workforce, and the GoSpotCheck team continues to be extremely responsive and available to answer any questions or concerns at any time.
Since deploying GoSpotCheck across its entire Australian field operations, Swisse has gained critical insights into its displays, merchandising, and promotions. The productivity and cost-saving benefits are immense, and frontline employees now have ample time to collect valuable data and submit reports.
For a brand-conscious company like Swisse, the devil is in the details. GoSpotCheck provides the execution management microscope needed to examine every aspect of merchandising and ensure each in-store display and marketing material truly represents the Swisse name.