Field visits to check the effectiveness of in-store promotions. Promotions cost money to run so it is important to check whether they are working as planned.
Check the Offer Mechanics Match the Brief
First, check the price and promotion mechanics displayed in-store against the campaign brief. Have the special offer prices and mechanics been correctly implemented and are they consistent with the brand’s in-store image? Where a brand has promised “buy two get one free” offers these must have been implemented correctly as a “buy two get one free” offer, not changed to a “buy one get one free” offer for example. Where “offer” prices have been promised these must have been implemented at the agreed prices.
Confirm Signage Is in the Right Place
Field visits are used to check whether promotional POS materials are correctly displayed. For example, wobblers, shelf strips and freestanding displays need to be in the correct location, in the correct quantities on the agreed planogram. They should not be hidden behind pillars of additional shelving for example, or missing from half the fixtures in a store.
Verify Stock Is Actually on Shelf
In addition to checking if the products that are being promoted are available to buy, a promotion can only work if the products are on the shelves in the stores, not in the back room. Therefore, the purpose of field visits is to check if the products are available to buy.
Record Any Competing Promotions Nearby
Knowing whether a competitor is offering a similar promotion in nearby stores can be useful for brands. There is more on Data Collection Company at https://shepper.com/. This adds value to the visit report.
Check the Promotion Has Ended
Rules on advertised promotional offers state that these must end on time. However, during the field visit most promotions that have ended are still displayed. The end date as shown by the agent and whether the offer has ended beyond the agreed close date is recorded.
By confirming that all 5 elements have been implemented correctly a brand can be sure that its campaign has been rolled out as planned.
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