Spring is a great time for retail and therefore in-store marketing, when the warm weather inspires consumers to shop for the summer season. In-store marketing not only differentiates retailers, it also makes shoppers aware of products they’d never even thought of buying.

Successful in-store marketing awakens the urge to buy

In-store marketing is an effective way of influencing consumers’ purchasing decisions, because they buy what they see. Research shows that consumers make over half of their grocery purchasing decisions based on what is visibly marketed in a store.

Stimulating the urge to buy is strongly linked to bundled displays. A customer looking for a barbecue grill may buy a substantial amount of related goods, such as tongs, spatulas, skewers or barbecue maintenance products. In retail marketing, these are known as bundled goods.

Correctly positioned, seasonal advertising signs and good visual display are extremely effective ways of grabbing the attention of consumers as they enter a store. Of course, the right choice of place depends on the product, but the entrance area and endcaps are generally regarded as the best merchandising spaces. Closeness to the checkout and bundling spaces, for example tongs positioned close to a barbecue, are highly effective at stimulating smaller impulse buys.

Monitor what you pay for

Monitoring of in-store marketing costs a fraction of the price of POS materials and display setups. So it seems strange to invest in in-store marketing but leave out monitoring. Done in the right way, monitoring also provides an opportunity for more detailed profitability analysis. Monitoring should not be neglected due to cost, or the difficulty of collecting data.

Monitoring a display provides information on what works and what doesn’t. Sales data provides general information on sales, but doesn’t tell the whole story. From the viewpoint of in-store marketing, sales figures are always retrospective and do not reveal issues such as whether a display has actually been created.

Displays should be documented when being set up, in order to make monitoring as real-time as possible. Photographing all displays will verify whether they have been created as planned and in the right place. In addition, minor details are decisive in attracting the attention of customers to certain product groups. So it is very important to view and comment on a display at the beginning of a campaign.

Not all stores are the same size: space solutions vary and a competing product or company may have already reserved the best space. When displays are systematically documented, information on the store, the precise display location (e.g. at the entrance, at an endcap, on the floor, at the checkout or in a bundled display) can be attached to an image. This provides information on whether the location option will be more or less effective.

An intuitive marketing tool

SnapShop is a simple and economical way to monitor in-store marketing through photographs. It is fast and easy to introduce, with no need for large integrations or heavy set-up work. The software can also be hired for a fixed term.

Because all the necessary features of SnapShop, which was specifically designed for in-store advertising, are pre-installed, all you need to do is create a user sign-in and decide whether to download the application on a phone or tablet.

Read our customer stories to find out how SnapShop has helped major chains and well-known brands to monitor and develop their in-store marketing.

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Preservation of brand equity became easy

Fredrik & Louisa offers top brands in cosmetics, skin care and perfume. Company stands out by offering a unique physical shopping environment that signals high quality and professional style guidance. As a leading perfume retailer, it is important to ensure brand equity and consistent customer experiences across all stores, 37 of them, around Norway. In a fast-paced market where trends are constantly changing, the need for quality control over campaigns is high.

Quick overview and no more photos via email

Marketing coordinator at Fredrik & Louisa, Ulrikke Frøshaug, is committed to continuously developing and improving campaign areas in the stores. It is equally important to have an overview of how the stores look, as it is to document the above international suppliers that they get the focus they have invested in.

“I used to spend a lot of time with a cumbersome system to provide feedback to suppliers. The daily manager in each store took pictures and send them over email. 37 stores, ten images per store, almost 400 images to be tagged and stored in different folders manually every other week. It took forever and there were a lot of excel sheets with different color codes”, says Ulrikke.

“We needed a new tool for collecting campaign data. So we discovered SnapShop, a mobile app that collects, analyzes and decides real-time data from the various stores around. I have no words describing how much easier my working day became after we started using Snapshop”, says Ulrikke.

Easy, inspiring and uniting app

For a retailer like Fredrik & Louisa, SnapShop works as follows: The head of the individual store has a SnapShop app on the smartphone.

With the app, they take photos of, for example, the sunscreen campaign for July. The pictures are tagged with timestamp and GPS with automatic link to the store. This will then end up in the central photo archive of Fredrik & Louisa in Asker.

“We have many different campaigns going on at the same time. It can be both a main campaign, a window campaign or a display campaign at the entrance. Through the SnapShop app, we get everything stored and documented, and it’s easy to search for past campaigns. “

“With one click, I can see that 92 percent of stores have uploaded photos from the campaign last week. It’s so easy that daily executives use it without having to mess and remind them of it.”

Employees are also very happy to like and comment on each other’s pictures. This makes the entire company feel more dynamic and united.

“We also use this for inspiration. How did the Elisabeth Arden campaign look like at CC Vest last year? Can our store in Trondheim borrow some of the items?”

Campaign data available for everyone

The easy user interface in SnapShop also makes it easy for Ulrikke to share campaign data with the vendors to prove that things actually match the agreement.

“Let’s say that Chanel has made a pop-up in the store in Bergen and have some own guidelines for how it should look. This is promptly documented from the general manager of the store via SnapShop and arrives at me. Then it is a slight matter to pass this on to Chanel, which again communicates this to its principals in Paris.”

Oy Transmeri Ab is an importer and distributor of daily consumer goods and selective cosmetics in Finland and the Baltics. Transmeri entered its first long-term partnerships as an agent for SC Johnson in 1931 and Chanel in 1933. Thousands of product names pass through its distribution channels every day, and its sales staff make 10,000 customer visits a year.

The company has been using SnapShop for two years. Sales Manager Tomi Puusaari noted the benefits of the application in his former job and soon introduced it to Oy Transmeri Ab.

“We used to save pictures in our customer information system, but no tag data was added. This made picture searches time-consuming in the mass of data”, says Puusaari.

Few users had access to the pictures in the system and Puusaari wanted to make picture sharing more open and crowd-based. SnapShop now ranks alongside email as a key part of the employees’ tool-set.

“Around 100 of our employees, from interns all the way up to the CEO, use SnapShop. Everyone can access the pictures and the ‘Like’ feature is in constant use. “

SnapShop entered daily use without a hitch when introduced two years ago.

“The user instructions are clear and the application is highly intuitive”, Puusaari adds.

SnapShop also makes life easy for system administrators. Puusaari explains that adding a new employee, salesperson, category or tag data is easy.

Pictures serve many purposes

10 to 30 pictures are uploaded daily, as our reps in the field busily report their latest news. In addition, our staff often record pictures from store visits.

“Successes, launches, competitor activities, or just interesting developments in the sector – these are all reported through SnapShop. Tips and inspiration for your own work are easy to find in the picture archives,” says Puusaari, listing SnapShops’ many uses.

Automatic picture archival based on tag data is a key feature for Transmeri, which represents around 50 brands. 

“The picture gallery would be chaotic without tag data and the categories it generates. Pictures can now be quickly retrieved for purposes such as presentation material or reports sent to clients.”

Transmeri has widened the use of the application beyond sales.

“We also use SnapShop to take pictures of meetings and celebrations at trade fairs.”

Puusari expresses his gratitude to the developers for the way they take account of users.

“It’s been great to see how they listen to our users and design new features on the basis of development ideas.”

Ensuring brand standards with SnapShop

Mondelez is a multinational confectionery, food, and beverage company with 40 sellers from Lindenes to Nordkapp in Norway. Mondelez has a great need to get an insight into how it looks at the shops at any time and it has become a real challenge to get an overview of all product campaigns that reach across the country.

The answer to the problem is SnapShop, a solution to collect, share and report store data through an mobile app.

“Our challenge was that we did not have a complete system where we could document our campaigns in the stores”, says Mondelez Norway’s sales system coordinator Per-Arne Baakind.

Using SnapShop has given Mondelez a unique overview.

“Our sellers use SnapShop daily and this gives us real-time data on how it looks like on Kiwi in Alta and Rema 1000 in Mjøndalen right now. Snapshop is a tool we had not done without”, says Baakind.

Quick and easy to use

Every Mondelez seller has the SnapShop app on their phone. When the seller enters the store, he or she uses the SnapShop app to photograph for example the Easter-campaign for Kvikklunsj chocolate. Each image is automatically tagged with GPS, time stamp, store, category and any comments from the seller. With a single keystroke, the completed image is sent to Mondelez’s own database, where all information is stored.

“It takes approximately 40-50 seconds photographing, tagging and sending the image to the database and the only requirement is to be able to take a mobile photo”, Baakind specifies.

As an administrator at Mondelez, Baakind can easily create and keep an eye on Mondelez’s in store campaigns, while sellers will immediately be notified in the app if it is a new, active campaign, and can then report status.

Easy archives and inspiration to all

SnapShop is not only used as a real-time data tool. Mondelez also has a historical archive, with nearly 30 000 images.

“If you were to send pictures via email, it would be impossible to save them in a systematic way. Now everything comes into predefined directories that instantly gives you the answer to what you’re looking for.

SnapShop search system makes it easy to find earlier campaigns. With just a few keystrokes you can filter out and search down to the smallest detail in the campaign you’re interested to know more about.

“We have all campaign data stored in the same location and accessible to everyone in Mondelez. “

With Snapshop it is quick to get an overview of how it looks in all stores across Norway and if something needs to be changed, it’s easy to fix.

“It also works as inspiration and exchange of good ideas between the sellers”, said Per-Arne Baakind.

Cloetta Suomi Oy is part of Cloetta Group, a leading confectionery company in the Nordic region. Cloetta has 230 employees in Finland. Over half of them manage product sales and displays through various sales channels around the country. Cloetta’s best-known and most popular brands include Xylitol-Jenkki, Mynthon, Sisu, Tupla, TV Mix and Aakkoset.

Cloetta began using SnapShop three years ago, to help it manage its widely distributed sales field.

“We want to ensure that the brand looks the same in all stores from Helsinki to Ivalo”, says Anna Peuravaara, Trade Marketing Manager at Cloetta.

Snapshop is used by staff managing product displays around Finland. They use the solution to report their actions to headquarters in Turku, where photos collected from the field enable activities such as the planning of new campaigns. Individually emailed, untagged photos are a thing of the past.

“SnapShop enables easy monitoring on a daily or even real-time basis, and photos can be quickly compiled for displays and reports. Actions can be compared to sales figures to evaluate the success of different solutions.

SnapShop is used by everyone involved in sales and marketing: this photo-based system is highly intuitive.

“In fact, we’re making much wider use of the application than we originally thought. We use SnapShop to monitor the impact of checkout display material in each region. We can also spot issues such as structural or technical problems in displays.”

Introducing the application was easy and the staff found it intuitive.

“SnapShop earned plenty of praise as a pleasant and practical tool. Sales staff in the field use this mobile application on their phones or tablets, but it’s mainly used on desktops in the offices. “

At Cloetta, the ‘Comment’ and ‘Like’ features have a motivational function, being used to maintain a positive vibe and good team spirit.

“We aim to continuously develop as SnapShop users, by pushing each other to benefit from it more actively and by suggesting new uses. SnapShop is easy to use, but offers a huge range of possibilities.

Lumene Oy is a Finnish manufacturer of cosmetics, which uses the pure natural ingredients of the north in the manufacture of its high-quality products. Lumene’s products are marketed in places such as department stores and hypermarkets, in which eye-catching, attractive displays are critical to sales.

Lumene has trusted in SnapShop for four years. For example, the application is in active use by the marketing department in addition to consultants and shop-display sales representatives. The need for an intuitive reporting tool arose during the digitalization of sales activities.

“Prior to the introduction of SnapShop, pictures were sent as e-mail attachments. This approach was troublesome for both the sender and the recipient of the pictures. At the moment, it is difficult to imagine returning to the previous situation”, says Petri Hakala, National Field Sales Manager at Lumene.

Salespeople in the field are mainly responsible for sending the pictures, but the image feed is followed by a much wider group of Lumene’s staff on a daily basis.

“The application’s ‘like’ feature is much used”, confirms Hakala.

SnapShop makes it easy for everyone to follow what’s going on in the field, but the application provides valuable information for Key Account Managers in particular.  

The introduction of SnapShop for new users has been smooth and they describe it as good, useful and intuitive.

“The basic functions are very easy to learn and we haven’t received negative feedback from the application’s users. Forgotten passwords have been the biggest problem related to the application. It is easy to add new users and pictures are handily available in archived format from the gallery”, Hakala adds. 

Nestle is the world’s largest food and beverage company. Best-known brands in Finland include for example Piltti, Maggi ja Nescafe. In addition to importing and marketing, Nestle Finland also manufactures groceries in its Finnish food factories.

Agile and user-friendly tool is needed in order to control in-store executions in wide-ranging product categories such as baby food, pet food, cereals, cookware, sweets and drinks.

“SnapShop is the solution to monitor our in-store executions in grocery stores. Sales representatives and merchandisers can now report executions easily by taking photos while visiting the customer’s store”, explains Juha Nousiainen, Field Sales Manager of Nestle Finland.

Nestle has over 2000 brands worldwide. Without tag-based automatic categorization of photos, monitoring specific campaigns or retail executions would be almost impossible.

“Photos are stored and organized by actions and customer relationships supporting us in following up roll-outs of campaigns.”

“Every SnapShop user in Nestle Finland’s organization can view and comment the photos taken. The transparency created by the app has had an encouraging, positive effect on the quality of the retail executions”, Nousiainen states.

A multi-purpose in-store marketing application

The many advantages of SnapShop

SEE

what your customers see

MONITOR

the creation and snapshots of displays

STREAMLINE

reporting to managers and customers

MOTIVATE

in-store staff to achieve excellent results

Who should use SnapShop?

  • RETAIL CHAINS AND BRANDS

    Facilitates visibility into store and field operations

  • MERCHANDISING PERSONNEL

    An easy, fast photo sharing app

  • SALES AND MARKETING MANAGERS

    In-store reports easily and instantaneously

Need an easy and fast way to monitor in-store marketing?

SnapShop is intuitive and fast

Sales staff:

  1. Start the application
  2. Take a picture
  3. Enter a tag and send the picture
  4. View pictures taken by other users

Manager:

  1. Select the stores, products and campaigns to be monitored
  2. Review the shared photos of displays
  3. Give feedback, motivate
  4. Monitor sales, identify best practices and compile reports

Customisable features

Success stories are never about luck

The SnapShop application has boosted sales and made the monitoring of in-store marketing easier.

“We needed a new tool for collecting campaign data. So we discovered SnapShop, a mobile app that collects, analyzes and decides real-time data from the various stores around. I have no words describing how much easier my working day became after we started using Snapshop”, says Ulrikke.

Read more

“Around 100 of our employees, from interns all the way up to the CEO, use SnapShop. Everyone can access the pictures and the ‘Like’ feature is in constant use. “

Read more

“Our challenge was that we did not have a complete system where we could document our campaigns in the stores”, says Mondelez Norway’s sales system coordinator Per-Arne Baakind.

Read more

“We want to ensure that the brand looks the same in all stores from Helsinki to Ivalo”, says Anna Peuravaara, Trade Marketing Manager at Cloetta.

Read more

“Prior to the introduction of SnapShop, pictures were sent as e-mail attachments. This approach was troublesome for both the sender and the recipient of the pictures. At the moment, it is difficult to imagine returning to the previous situation”, says Petri Hakala, National Field Sales Manager at Lumene.

Read more

“SnapShop is the solution to monitor our in-store executions in grocery stores. Sales representatives and merchandisers can now report executions easily by taking photos while visiting the customer’s store”, explains Juha Nousiainen, Field Sales Manager of Nestle Finland.

Read more

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