FMCG & CPG Retail Merchandising & Store Execution Software for Indian Business

Retail merchandising software is an AI-powered platform that manages the complete brand visibility and store execution lifecycle for FMCG, CPG, Food & Beverage, Dairy, and Home Care businesses. The admin creates POSM categories and types, sets up campaigns with store lists and reference images, and configures shelf norms. Field reps execute campaigns by capturing geo-tagged photos at outlets. Multi-level auditors score executions on facings, compliance, and brand parameters. Dashboards provide visibility indexing, coverage tracking, and campaign performance analytics.

The admin defines POSM categories and deployment types (banners, posters, tent cards, standees, digital signage). Campaigns are created with a name, duration, store list, and POSM assignments. Reference images show the "picture of success" for each POSM. Field reps view campaigns in the activation module, compare reference images, capture live photos, and submit each POSM. Campaigns can be budgeted (planned at year start) or ad hoc for new launches and seasonal promotions. The self-service campaign module eliminates manual dependency for FMCG marketing teams.

The platform tracks SKU-wise shelf facing norms configured per outlet classification. Norms define the minimum number of product facings required on shelves. Hot zone compliance verifies that products are placed at eye level (3-6 feet), the ideal viewing range for customers. Togetherness scoring ensures brand family products are arranged premium to standard from left to right. Close-shot and long-shot images capture wall sections for complete visibility evidence. Scoring is binary for facings (equal to or greater than norm = positive), hot zone, and togetherness. This is critical for CPG and Food & Beverage shelf execution.

The platform supports three audit levels. L1 auditors review field submissions and score facings, hot zone placement, and brand compliance. L2 audits randomly re-verify L1 accuracy without the auditor knowing it is a re-audit. If L1 and L2 scores mismatch, L3 supervisor audits are triggered automatically. Quality scores are calculated with error percentages deducted from the overall score. Optimized audit dashboards auto-serve entries for continuous auditing, eliminating manual search. Role-based access ensures auditors and supervisors only see their respective screens.

Visibility indexing measures overall brand compliance across the retail universe. It tracks the total outlet universe (e.g., 42,000 outlets), coverage percentage (outlets visited at least once in the month), and compliance index (how well norms are met across covered outlets). For example, 62% coverage with 82% compliance index. Parameters include facing coverage, hot zone compliance, and togetherness scoring, each with configurable weights (e.g., 10% facings, 40% hot zone, 50% togetherness). Brand-wise visibility reports show outlet-level compliance for FMCG and Dairy businesses.

When field reps cannot complete a merchandising activity (store closed, under renovation, or any other reason), bypass workflows allow them to submit a reason without completing the positive workflow. The rep selects a reason for non-completion and submits it as a negative workflow entry. This ensures accurate tracking without forcing false data entry. Bypass mechanisms are available across all modules including activation, availability, and visibility tracking. Exception flags are raised to supervisors for urgent attention when critical issues like damaged signage are discovered at outlets.

Yes. The platform supports AI-based image recognition for automating merchandising audit processes. When field reps capture shelf images, AI engines can analyze product placements, count facings, verify hot zone positioning, and score compliance parameters automatically. This reduces manual audit dependency and accelerates the audit cycle. AI recognition can detect planogram violations, shelf gaps, and competitive product encroachment. While the technology is evolving, it provides a significant efficiency boost for FMCG and Food & Beverage enterprises managing thousands of outlets.

The platform provides comprehensive dashboards including campaign coverage with target vs achievement, visibility index with facing coverage and compliance scoring, audit performance with quality scores and error rates, and productivity analytics with time-spent analysis. Campaign scorecards show outlet-level tracking with date-wise and brand-wise analysis. Coverage dashboards track planned vs actual visits, unplanned visits, and overall universe coverage. Auditor and supervisor dashboards track L1 completions, L2 reviews, L3 escalations, and completion within target timelines. All reports are downloadable for FMCG, CPG, and Dairy enterprises.

Beyond FMCG and CPG, the retail merchandising module serves consumer durables (device display compliance, demo content checks), consumer electronics (counter displays, product placement), banking and financial services (marketing collateral at branches), healthcare and diagnostics (promotional material tracking at hospitals), industrial products (adhesive and paint displays at dealer outlets), and service installation businesses (seasonal campaign promotions). The standard campaign module works across all industries for POSM tracking and brand activation, while custom modules handle industry-specific use cases.

Planned merchandising is part of the field rep's route plan where specific outlets have mandatory merchandising activities assigned. The route plan defines which outlets to visit, and merchandising tasks are configured as mandatory or optional within those visits. Unplanned merchandising happens when reps visit additional outlets beyond their plan to capture ad hoc visibility opportunities. The system tracks both planned and unplanned visits separately, showing total visits, planned compliance, and additional coverage. Merchandising planning is a subset of the overall beat and route planning for FMCG and Home Care field teams.