Limited visibility into the day-to-day actions of Seiko field agents make it extremely difficult to answer those questions with any degree of certainty.
Seiko gives its field teams, brand representatives, and salespeople a lot of autonomy. They trust their employees to conduct on-site inspections and file merchandising reports efficiently and comprehensively. However, before implementing GoSpotCheck, the brand lacked software that streamlined these tasks and guaranteed real-time reporting. Field employees primarily relied on internal spreadsheets to share information regarding store visits and on-site sales pitches.
One of the downsides to this approach is the increased risk of inconsistent reporting. Sales representatives often wrote out their reports by hand and then entered that information into spreadsheets, leaving a great deal of variability in the information collected and communicated. The reality of the situation was that Seiko did not possess the necessary level of visibility to accurately monitor their field teams. Without repeatable reporting workflows, there was no way to guarantee the consistent delivery of retail data or sales updates.
Now there’s accountability for both our sales and merchandising teams as far as our brand’s point-of-sale presence: what products are featured, how they’re placed, and what types of accounts we’re actually attached to.”
Since launching GoSpotCheck, Seiko has given field agents the autonomy they crave while still closely monitoring performance metrics. GoSpotCheck's geotag and timestamps add information to incoming data from sales representatives out on the road.
Seiko can see not only how many stores were visited but also the amount of time spent at each location and the total number of sales calls made in a given span of time. In this way, the brand can be sure that sales efforts are being fully optimized across every market and region.
The visibility and detailed information GoSpotCheck provides has helped Seiko achieve the same level of precision with its field operations that it demands from its meticulously designed watches. They are now able to monitor and measure sales activities, marketing campaigns, and brand presence at every store and location across the country.
The benefits of this newfound visibility have already begun to emerge: advertising and promotional materials are more effectively disseminated, the brand's point-of-sale presence has improved, and sales teams have increased their call cycles. More advantages and rewards are sure to come as Seiko further explores the GoSpotCheck platform and its extensive list of features.