From Team Outsourcing to Retail Execution
The presence of a product in distribution does not guarantee that it is actually available to the consumer. Stockouts, loss of facing, poorly implemented promotions, incorrect prices, or POS materials that do not reach the shelf can considerably reduce the outcome of a correctly designed commercial strategy.This is the area in which Servicios Reunidos operates, a company specializing in Retail Execution and point-of-sale management for manufacturers of consumer products.
Its function is to translate the strategy designed by the commercial and Trade Marketing departments of brands into real execution within supermarkets, hypermarkets, specialized stores, and other distribution channels.
The company manages teams of point-of-sale managers (POSM), merchandisers, auditors, and sales forces, providing national coverage and continuous monitoring of in-store activity.
The Store as a Source of Information
The traditional model of point-of-sale management has been based for years on making visits, executing tasks, and subsequently generating a report.Servicios Reunidos is evolving this model towards a data-driven approach.
Each visit can become a source of information on variables such as on-shelf availability, share of space, facing, price, promotional presence, additional exposure, or compliance with commercial agreements.
The goal is not to generate more information, but to ensure that the manufacturer can quickly answer three questions: what is happening in their stores, where is there an opportunity, and what action should be prioritized.
Technology Applied to Commercial Execution
To achieve this, Servicios Reunidos combines its field teams with Pleis, its technological platform for managing and analyzing point-of-sale activity. The system allows structuring the information collected during visits, analyzing execution indicators, and providing dashboards to facilitate decision-making.The incorporation of artificial vision technologies also allows progress towards increasingly objective measurement of the shelf, analyzing variables such as availability, occupied space, or product presence.
In this way, the POSM's work is no longer limited to reporting what happened and becomes part of a continuous Retail Intelligence system.
From Visiting All Stores to Acting Where There is an Opportunity
The increasing availability of information also allows for a change in another traditional principle of the sector.Not all stores require the same visit, with the same frequency, or for the same duration.
Servicios Reunidos' goal is for manufacturers to use the information collected in the market to prioritize establishments, issues, and opportunities, directing field resources where they can generate the greatest impact.
This model combines human capacity and technology: data identifies where to act, and specialized teams then execute the action in-store.
An Extension of the Manufacturer at the Point of Sale
Servicios Reunidos works for companies in consumer goods, consumer electronics, food, beverages, and other categories present in retail.Its proposal starts from a simple idea: a commercial strategy only generates results when it is executed correctly at the point of sale.
Therefore, the company seeks to position itself as an extension of manufacturers' Commercial and Trade Marketing departments, integrating execution, information, and technology under a single model.
“"Our work is not just about visiting stores. It's about helping the manufacturer understand what is really happening with their brand at the point of sale and having the capacity to act on it,” explains David Candal, CEO of Servicios Reunidos."
The evolution of retail is thus turning in-store execution into a source of competitive advantage: moving from periodically observing the market to having continuous information that allows for better decision-making and execution.
About Servicios Reunidos
Servicios Reunidos is a Spanish company specializing in Retail Execution, point-of-sale management, and Retail Intelligence for consumer goods manufacturers. It combines specialized field teams, national coverage, proprietary technology, and data analysis to improve the availability, visibility, and execution of brands in retail.More information about its point-of-sale management and Retail Intelligence model at serviciosreunidos.es.
