Perfect Store: a score at every visit and a conversation at the shelf
Before leaving the store, the rep sees the store's Perfect Store score against your standard and goes through the gaps with the store manager on the same screen. Add-on modules can use the same score for bonuses and visit plans.
Perfect Store is the standard an FMCG manufacturer sets for how its products should appear in each type of store. Asseco Platform Perfect Store scores Perfect Store execution against that standard during the visit. It is an Advanced Module of Sales & Retail Execution and runs in Mobile Touch, the rep's field app.
Results measured in our own FMCG deployments. The timeline is indicative.
Trusted globally by leading brands
The problem
Your Perfect Store standard sits in a slide deck the store never sees
Trade marketing sets the standard once a year: which products every store must list, how much shelf the brand gets, where the display stands. Then it goes into a presentation. In the store, the rep ticks yes or no on a checklist that never turns into a score, and the store manager often never sees the standard at all.
The gaps show up a quarter later, in sales figures. By then nobody remembers which store missed the display, and a regional total that looks good on paper can hide stores with empty shelves.
1Out of stock
2Not pulled to the front
3Price label without a price
4Wrong position
The score
How is a Perfect Store score calculated?
A Perfect Store score is a number from 0 to 100 that shows how close one store is to the standard set for its type of store. Each KPI gets a weight, and the weights add up to 100.
For each KPI, the points equal the weight multiplied by the share of the target found: 85% of the target earns 85% of the weight. The Perfect Store score is the sum of the points of all KPIs.
Three rules behind the number
- A KPI never earns more than its weight. Above 100% of the target, the points stop at the weight.
- You set the rule for missing targets. When a store has no target for a KPI, for example because it has no checkout shelf, the KPI either scores zero or its weight is spread over the other KPIs. You choose the rule in the back office.
- Scores roll up by average, and weak stores stay visible. The score of a rep, a region or a retail chain is the average of the scores of its stores. The manager dashboard also ranks every store by its score, with the weakest at the top.
| KPI | Weight | Target | Found | % of target | Points |
|---|---|---|---|---|---|
| Distribution of must-stock products | 40 | 20 products | 17 | 85% | 34 |
| Share of shelf | 30 | 25% | 30% | 120% | 30 capped |
| Secondary display | 15 | 2 | 1 | 50% | 7.5 |
| POS materials | 15 | 4 | 2 | 50% | 7.5 |
| Perfect Store score | 100 | 79 |
Without the cap, the extra shelf share would add six points and lift this store to 85. That score would cover up the missing display and POS materials.
How it works
From your standard to a score in the store
Trade marketing
Set the standard.
Trade marketing defines KPIs, weights and targets in the back office, with one standard for each type of store: a channel such as traditional trade, chains or cash-and-carry, a segment such as premium or value stores, or both. Each store gets the standard for its type. Trade marketing can change a KPI or a weight without an IT project.
| KPI | Weight | Target | Source |
|---|---|---|---|
| Distribution of must-stock products | 40 | 20 products | Photo (optional) |
| Share of shelf | 30 | 25% | Photo (optional) |
| Secondary display | 15 | 2 | Form |
| POS materials | 15 | 4 | Form |
| Total weight | 100 |
When a store has no target for a KPI
The rep
Audit during the visit.
The rep opens the Perfect Store audit in Mobile Touch, with the current planogram on the device. The score updates as the rep fills in each KPI.
Optional
Let the photo fill the form.
With Retail Image Recognition, a shelf photo sets the distribution status of each product and counts facings. The rep can correct any status. Some KPIs can come from photos and others from the form.
✓ 17 of 20 must-stock products found✓ Facings countedSmart Presentation
What the rep shows the store manager
Smart Presentation is the screen the rep turns towards the store manager. Before turning the screen, the rep reviews all the KPIs side by side and picks the gaps to raise.
- The store's Perfect Store score and the KPIs that pulled it down
- Missing products, which the rep can order on the spot in the same app
- How each KPI has moved since the last visit
- How this store compares with nearby stores
- External market data, if you load it
Comparing with nearby stores gives the rep a concrete argument, for example that the store down the road scores 15 points higher on the same standard.
After the visit
Where the score goes next
After the device syncs, the score goes to the manager dashboard, which is part of Perfect Store. Bonus rules, coaching and visit plans can use the same score when you add incentive programmes, the Coaching module or Dynamic Route Optimization. Trade Data Hub adds distributor sell-out to the visit plans.
The manager's view
The manager dashboard ranks stores and shows where the same KPI fails across a region, a retail chain or a type of store.
Average score by channel and by region, this month.
By channel
| Channel | Score | |
|---|---|---|
| Traditional trade | 71 | |
| Chains | 78 | |
| Cash-and-carry | 69 |
By region
| Region | Score | |
|---|---|---|
| North | 76 | |
| Central | 74 | |
| South | 70 | |
| East | 68 |
Stores below your threshold of 80, lowest first, with the KPI that pulled each one down.
| Store | Channel | Score | Weakest KPI | Vs last visit | |
|---|---|---|---|---|---|
| Store 0412 | Traditional trade | 58 | Distribution | −6 | |
| Store 0187 | Chains | 66 | Secondary display | −3 | |
| Store 0533 | Traditional trade | 72 | POS materials | +2 | |
| Store 0091 | Cash-and-carry | 79 | Secondary display | −1 |
Average score of each rep's stores, with the KPI the rep misses most often.
| Rep | Avg score | KPI missed most often | |
|---|---|---|---|
| Rep 07 | 86 | None | |
| Rep 12 | 81 | Secondary display | |
| Rep 03 | 74 | POS materials | |
| Rep 19 | 69 | Distribution | |
| Rep 22 | 52 | Distribution |
The rep's bonus
With incentive programmes in Sales & Retail Execution, the Perfect Store score can become a condition in bonus rules. During the audit, the rep sees how the result changes their bonus.
Coaching
In the Coaching module, area managers see which KPIs a rep keeps missing and plan field sessions around them.
The next visit
Dynamic Route Optimization gives priority to stores whose score falls below your threshold, so the rep goes back to close the gaps. With Trade Data Hub, a drop in distributor sell-out to the store can raise its priority too.
Results
Perfect Store results we measured
Measured in our own FMCG deployments, across several projects.
ConfectioneryCustomer
Ferrero scores its stores from shelf photos
Ferrero runs Perfect Store with Retail Image Recognition. The rep photographs the shelf, and the Perfect Store score uses what the photo finds.
About Perfect Store and the score
What is a Perfect Store?
Perfect Store is the standard a manufacturer sets for how its products should appear in a given type of store: which products are listed, how much shelf they get, which prices and promotions are visible, and which displays stand where. Perfect Store software measures each store against that standard during the visit, so Perfect Store execution becomes a score you can compare across stores, reps and regions.
What is a Perfect Store score and how is it measured?
A Perfect Store score is a number from 0 to 100 that shows how close one store is to the manufacturer's standard. Each KPI has a weight, the weights add up to 100, and each KPI earns points in proportion to how much of its target the rep found in the store. A KPI cannot earn more than its weight.
Which KPIs go into a Perfect Store score?
The most common KPIs cover distribution of must-stock products, shelf visibility and share of shelf, secondary displays and promotions, prices, and POS materials. Each KPI can be split into sub-KPIs, such as facings or shelf position, so the model can have three levels: the total score, the KPIs and their sub-KPIs. The manufacturer chooses the KPIs and their weights for each type of store.
What happens when a store has no target for a KPI?
In Perfect Store you choose one of two rules in the back office. Either the KPI scores zero, so the store cannot reach 100, or the KPI is left out and its weight is spread over the remaining KPIs in proportion.
Can traditional trade and chains have different Perfect Store standards?
Yes. Each type of store can have its own Perfect Store standard: a channel such as traditional trade, chains or cash-and-carry, a segment such as premium or value stores, or both. Each store gets the standard for its type, and trade marketing changes KPIs and weights in the back office without an IT project.
In the field and getting started
Does Perfect Store need image recognition?
No. The rep can complete the whole Perfect Store audit by hand. With Retail Image Recognition added, a shelf photo sets the distribution status of each product and counts facings, and you choose which KPIs come from photos and which from the form.
Does Perfect Store work in stores with no mobile signal?
Yes. The Perfect Store audit and score work on the rep's device without a connection. If you use Retail Image Recognition, it can also run offline, with recognition models on the device. Results sync when the device is back online.
Is Perfect Store a separate app?
No. Perfect Store is an Advanced Module of Sales & Retail Execution. It runs in Mobile Touch, the app the rep already uses for visits, orders and Selling Stories. You can add it to an existing Mobile Touch deployment or include it in a full Sales & Retail Execution rollout.
How long does a Perfect Store rollout take?
Our reference plan for a Perfect Store rollout is six weeks from kick-off to the first scored visit: defining the standard, configuring the audit, training reps and managers, and going live. The actual time depends on the size of the KPI model, the number of markets, the integration with your systems and whether Mobile Touch is already in use.
Getting started
How a Perfect Store rollout usually grows
Start
One channel.
Start with one standard in one channel, for example traditional trade, and score it at every visit.
Extend
All channels.
Add standards for chains, cash-and-carry and other types of store, and compare them on the manager dashboard.
Full scope
Bonuses, coaching and visit plans.
Add incentive programmes, the Coaching module and Dynamic Route Optimization, and let Retail Image Recognition fill the KPIs you choose from shelf photos.
See it in your own stores
Send us your current Perfect Store standard, and we'll show you how Mobile Touch scores one of your stores against it. If you are still building one, we'll help you define it.
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