From color to action:
technology and execution to take your POS to the next level

Find out how AkzoNobel, a global paint and coating giant, in partnership with the agency POP Trade Marketing, used Involves’ Image Recognition technology to boost execution at the point of sale, reduce data collection time, and drive key share-of-shelf and sales indicators.

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A company with more than 230 years of history, present in more than 150 countries, and owner of globally recognized brands. Its purpose is to ‘paint the future, transforming people's lives through colors’.

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An agency with more than 20 years of experience, focused on trade marketing intelligence and execution in the Brazilian market.

The Challenge

Before the IR technology was implemented, one of the main challenges faced by AkzoNobel and POP Trade was the fact that the field reps spent too much time on manual data collection at the POS.

Even though those collections were essential to monitor indicators, they were time-consuming and reduced the time that the field team had available for strategic activities that can really impact sales, for example:

Carving out more share of shelf and extra points of sale.

Training the sales teams in the stores.

Ensuring the best display and arrangement for the products.

The result was an operational bottleneck: the time spent on manual tasks limited the potential for in-store execution and team relationship.

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The alarming fact

On average, field reps spent  40 minutes per visit only to collect data.

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The solution:
Image recognition for agile data and intelligent execution

To reverse this scenario, AkzoNobel and POP Trade implemented Involves’ Image Recognition.

The adoption of the tool went beyond technology: it involved strong communication with the entire field team and waves of training and support to help sales reps feel confident about the process.

With real-time data monitoring, managers could make quick adjustments more easily. The time previously spent on filling out forms was used to boost productivity. Sales reps now focus on increasing execution quality, cementing their relationship with clients, and carving out better shelf space.

“There was strong interaction among operation, intelligence, the customer, and Involves; so, innovation was not based on technology per se, but on business-boosting technology.”

Rodrigo Torres 1


Rodrigo Torres

Market Intelligence Director (POP Trade Marketing)

 

Resultados que pintan un nuevo escenario

The implementation of Involves’ Image Recognition not only optimized time, but also resulted in measurable gains in accuracy, coverage, and market share.

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FROM 40 TO 6 MINUTES: Dramatic reduction in the average data collection time at the POS.

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94% OF THE CLASSES with +95% accuracy of the data collected.

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+10% OF POINTS OF SALE Higher number of points of sale visited by field reps.

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TWICE AS MANY ACTIONS: The team was able to take twice as many marketing actions in store, like campaigns and product demonstrations.

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+40 PEOPLE trained by the field team directly at the point of sale.

“Another major gain was increased quality in execution. In some regions where sales reps have more time available, there was a remarkable improvement in our KPIs. Some markets had more than 3 percentage points of increase in our SoS, in our regular shelf space, and more than 9 percentage points of increase in our extra share of shelf. So, sales reps have more time to get better spaces.”

Erika Tavares

Erika Tavares 

Trade Marketing Manager (AkzoNobel)

A strategic partnership for innovation

The success of the project highlighted three pillars that are at the core of our partnership with Involves:

Continued support
A team that is always available and ready to take action, providing quick answers and effective solutions to our demands

Ongoing monitoring
Close monitoring that enhances security and allows for adjustments whenever needed, always in line with the needs of our operation.

Technological advancement
A continuous evolution in technology and processes, bringing efficiency gains and producing more accurate information.

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“We see our partnership with Involves as strategic and fundamental to sustain our journey of innovation and growth.”

Juliana Sales

Juliana Sales

Trade Marketing Analyst (AkzoNobel)

Take POS execution to the next level, like AkzoNobel.

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