One of the leading ice cream producers in the world experiences accuracy, fairness and timeliness problems in evaluating their field team performance in their Turkey operation especially in the traditional retail channel.
Their existing approach relies on a costly third-party auditing service, which scores the sales representatives based on a number of criteria ranging from product availability to planogram compliance. The third-party auditor inspects the cabinet in a particular store several days after the ice cream sales representative has visited the store and applied the planogram directives of the producer company. In the time between the visit of the sales representative and the auditor, the cabinet is opened and closed several times, products are taken out and put back in different places; all in all, the availability and the placement of the ice cream products are drastically altered with respect to what is actually performed by the sales representative. Accordingly, the auditor’s score card evaluation of the sales representative does not quite reflect the actual performance of the representative, or at least, one cannot fairly know whether the representative followed the company directives or not. Furthermore, the auditor-based inspection results in several accuracy problems.
Another problem is the limited coverage. Due to the cost of human-intensive third-party service, full scope of stores and representatives cannot be covered. The scores are obtained by sampling visits and stores, rather than a full scope evaluation. Even with limited coverage, score card reports are received by the producer on a monthly basis, resulting in a serious timeliness issue.
The ice cream producer reached us out to ask whether Vispera Image Recognition Service (VIRS) can solve their problems. Despite the much harder challenges of ice cream cabinets than the ones encountered in typical shelf image recognition, our innovation team designed and developed a dedicated technical solution and the associated cost-effective scoring service for our customer. In this brand-new scoring scheme, sales representatives take the pictures of the cabinet themselves right after product placement so that their work can be fairly and accurately evaluated via image recognition. Furthermore, score card reports are delivered via our web platform within 5 minutes once image data collected by our app are transferred to our servers.
Vispera Cabinet Scoring Service (VCSS), a brand-new image recognition solution for ice cream retail auditing, is launched as a pilot in April 2016 in cooperation with the leading ice cream producer in Turkey. Following this, an extended pilot project during Summer 2016 with a scope of 5000 visits per month and processing 50K+/month pictures is successfully completed.
Score cards available in 5 mins