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Merchandising + Marketing

Make your program recession-proof.

Marketing and merchandising spend is expected to shift, but shouldn’t stop, during COVID-19. A McGraw-HIll Research study found companies that maintained or increased promotional spend during a previous recession had 256% higher sales than those who did not. [1]

The problem.

With billions of dollars spent on merchandising programs each year, the financial loss to brands and retailers from poor execution is staggering. With offline media spend projected to fall 30% during COVID-19, merchandisers and marketers are making every dollar count and playing a key role in protecting revenue and brand loyalty. Research shows customers are rewarding the companies effectively delivering on customer experience in the crisis, which requires frontline insights to spotlight shifts in consumer sentiment and fuel innovation.

Leading the charge in this agile approach are field personnel and distribution partners--initiating sense-and-respond programs to uncover customer needs and refine messages and offerings in real-time. [2]

However, execution continues to be at risk. Pre-pandemic, only 40% of displays were deployed as intended, compared to a perceived compliance rate of 70% at headquarters--leaving a serious gap in what brands planned for customers, vs. what they delivered. Now, more than ever, consumers are seeking brands they can trust.

When a fraction of displays or POP materials are executed that are meant to delight customers, it creates a waterfall of short and long-term expenses and lost opportunities in incremental revenue growth. Merchandising compliance gaps also inhibit brands’ ability to accurately forecast sales, and avoid inventory issues, which are of particular consequence in the face of supply chain volatility. Poor execution on negotiated trade programs also creates friction in relationships with retailers--a group under significant pressure regardless of sector--and increases the labor needed to audit stores, measure compliance, and troubleshoot issues, creating a snowball effect ultimately tied to poor execution.

of trade program materials and displays produced are never executed.

tasks completed in GoSpotCheck to date globally.

The solution.

GoSpotCheck helps field sales, merchandising, marketing, retail, consumer goods, brokerage, restaurant, and food service teams assign tasks, receive proof of completion, and analyze performance across locations to improve their position in the market.

Distributed teams across industries use the GoSpotCheck mobile app to increase ROI on set schematics and planograms, POP and POS displays, promotional signage, and trade programs by confirming execution and surfacing new opportunities for growth.

The impact.

The formula is simple--better merchandising and marketing compliance equals more sales.

Plus, well-executed displays drive incremental sales lift and improve brand perception. Customers who buy now are more likely to buy again, and because COVID-19 has opened the floodgates to new trial and adoption, brands are having to place a renewed focus on resets to prevent label swaps and category erosion. The benefits of improved display execution, pre and post-pandemic, compound over time and drive sustainable growth.

report foodborne illness in Yelp reviews, but not to the Department of Health.

How It Works

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Prior to using GoSpotCheck, our field personnel would do a blitz, record everything on pen and paper, and the results would then be rolled up into an Excel file; we were trying to find visibility into the marketplace, improve display execution, and get clean, actionable data... Using GoSpotCheck data that showed menu location, we were able to see a lift in depletions which translates into more sales. In order to measure a lift as a result of execution on the ground, GoSpotCheck is invaluable.”

“It’s helped our reps be more efficient in-store, and it’s improved our accuracy in identifying out-of-stocks without a doubt. We have been able to close 25% more out-of-stocks with our proprietary algorithm and alert system in GoSpotCheck.”

Austin Scott & Nathan Johnson
Retail Execution Manager & Business Intelligence Direction at Empire Marketing Strategies

Read Case Study ›

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