Are your brands ready for the World Cup? Millions are spent by FMCG and Consumer Electronic manufacturers on in-store promotional activity, but are they making it to the shop floor? This presentation looks into the missed opportunity that brands are facing by not focusing on the last 2cm of retail execution.

1. BeMyEye
Are you World Cup 2018 Ready?
Promotional compliance services and case studies

2. The 2014 FIFA World Cup attracted 3.2 billion viewers
This provides an unprecedented
opportunity for manufacturers in verticals
synonymous with watching football.

3. Brand activity on the run up to the World Cup
Brands are forecast to spend millions on
advertising and promotional activity to
attract the football hungry crowd.

4. Fast Foods
Alcoholic
Beverages
Non-Alcoholic
Beverages Snacking
Consumer
Electronics
It’s clear what categories are forecast to see a spike over the competition

5. Can football fans find your products?
How do you ensure your
brand is WHERE it
needs to be, WHEN it
needs to be there?

6. Retail fragmentation makes availability and visibility formidable challenges
MENTAL AVAILABILITY
A brand’s mental availability refers to the probability that a buyer will notice,
recognise, be suggested, and/or think of a brand in buying situations

7. Retail fragmentation makes availability and visibility formidable challenges
MENTAL AVAILABILITY
A brand’s mental availability refers to the probability that a buyer will notice,
recognise, be suggested, and/or think of a brand in buying situations
PHYSICAL AVAILABILITY
The breadth and depth of your distribution in time & space,
and recommendation rate

8. Case Study | Beer Brand for Football Cup Final
Extra Display checks
1,500 Supermarkets checked
• POP material fully assembled
• Count number of pallets of beer
• Is location in store correct
• Are SKUs OOS
What?
Weekly compliance checks performed over a 2
month period, split by:
• Region
• Retailer
• Sales representative

9. Field force team directed
to non-compliant stores
to rectify issues on Day 1
Automatic emails set up
to request non-compliant
stores to be activated
Informed strategy for
2018 to improve overall
compliance levels
Actions Taken
Case Study | Beer Brand for Football Cup Final

10. Case Study | Snack Brand Promotion Compliance
FSDU/promotion displays compliance across the main UK
Hypermarket, Super & Convenience Stores
What?
6000Stores
1Month weekly checks
2300POS identified only

11. Case Study | Consumer Electronics: Samsung
A single international view of promotional compliance
What?
11
Countries
7 Days
Data Collection
1000
Stores

12. Retail Execution
We’ve generated
30% improvement
in retail execution
across the board
using data
collected from
BeMyEye"
Vangelis Matthaiopoulos
Head Omnichannel Insights
Samsung
30%
+
70%
+
Brand
Actions Taken
Recomendation
Case Study | Consumer Electronics: Samsung

13. Promotional
Compliance
+9%
Planogram
Compliance
+13%
Peak Trading
Out of Stock
+10 %
BeMyEye provides the richest causal data available on sales execution
• Define Exactly WHAT Happened
• Know WHY It Happened In Real Time
• Know WHERE Exactly It Happened
• Take Immediate ACTION To Correct It

14. It's crucial therefore that a brand ensures;
Your product is available
everywhere, including
dark channels as well as
modern
In-store promotional
activity is activated
from Day 1
Promote activity
remains activated
through the entire
World Cup
Popular SKUs are fully
stocked during peak
trading hours before a
big game

15. BeMyEye
Are you World Cup 2018 Ready?
www.bemyeye.com