1Channel for Visual Merchandising Management at Tata DOCOMO

The client, a telecom major, wanted to improve the governance of visual merchandising operations through standardizing and monitoring merchandising operations in outlets selling its recharge cards and coupons. The requirement was to digitize the planning and execution of merchandising in the field on a real time basis while the data collected was to be shared with reporting managers through interactive reports and dashboards.

Approach

1Channel, our in-house mobile based field force automation solution, was the perfect fit for the client’s requirement. Built with a focus on process compliance monitoring and streamlining of field reporting, it improved visual merchandising governance in the following manner:    

• Tracking of attendance and daily working of all users
• GPS tagging of retail outlets across geography
• Specific reports to measure beat plan compliance
• Sample based audits of attendance and merchandising photographs

The key highlights of the user experience were as follows:

• Mobile app user interface designed to suit user workflow
• App made available in both Hindi and English language
• Hierarchy based visibility to stakeholders
• Built-in analytics catalog featuring 100+ pre-designed reports for actionable insights

Outcome

1Channel successfully fulfilled the requirements of the client and helped the client gain complete visibility into its visual merchandising operations. The key highlights were as follows:

• Higher focus on compliance and discipline
• Real time tracking of field execution aided quicker deployment of marketing campaigns
• Actionable reports and analytics enabled in-time course corrections