Transforming In-Store CPG Execution: The Power of AI and Image Recognition

Fraser Neil
Fraser Neil Fraser.Neil@traxretail.com

Transforming In-Store CPG Execution: The Power of AI and Image Recognition


In the fast-paced and competitive world of Consumer Packaged Goods (CPG), mastering in-store execution is a strategic imperative. Elevating sales, bolstering brand visibility, and crafting memorable customer experiences hinge on effective in-store strategies. Cutting-edge technologies, particularly image recognition, have played a transformative role, and now, as we look forward, the integration of artificial intelligence promises to reshape the landscape even further. It’s worth noting that Image Recognition (IR) and Artificial Intelligence (AI) aren’t just “buzz” words; solutions utilizing these technologies are already part of in-store execution, as well as being a driver for change in the future. Not to mention the fact that IR solutions are already being utilized at scale by many of the world’s largest CPGs.

The Significance of In-Store Execution in CPG Retail

In-store execution spans a spectrum of activities crucial to success for both the retailer and the CPG manufacturer e.g., product placement, shelf management, promotional displays, pricing adherence, and customer engagement. The seamless orchestration of these elements is pivotal for capitalizing on sales opportunities, maintaining brand coherence, and exceeding customer expectations. Success comes when both parties take responsibility for the activities, or, at the very least, collaborate to ensure there is a clear understanding as to who is responsible. Confusion, or lack of clarity regarding responsibilities, can lead to unpleasant legal battles such as the one witnessed between Snoop Dogg, Master P, and Walmart. It goes without saying that the manual oversight and management of these activities are prone to errors, time-consuming, and can be challenging.

Harnessing the Synergy of AI and Image Recognition

While image recognition has been a game-changer, the incorporation of AI takes in-store execution to new heights. Image recognition algorithms, exemplified by companies such as Trax Retail, extend beyond mere identification to advanced analysis, offering insights into product availability, shelf conditions, planogram compliance, promotional displays, and pricing accuracy.

Key Benefits of AI and Image Recognition for In-Store Execution:

Real-Time Insights: Capture and analyze real-time data, identifying issues promptly and enabling corrective actions.

Optimized Shelf Space: Analyze product placement, shelf share, and customer engagement metrics to optimize shelf space, driving sales, and enhancing visibility.

Promotional Compliance: Ensure adherence to promotional strategies, display guidelines, and brand standards, maintaining consistency and impact.

Enhanced Customer Experience: Craft engaging and personalized shopping experiences by optimizing product placement, availability, and display based on customer preferences, behavior, and the knowledge & expertise of your category management team.

Trax Retail: A Pioneer in In-Store Execution Enhancement

At the forefront of this revolution is Trax, a trailblazer in leveraging IR and AI to empower CPG companies. Trax has a variety of cutting-edge capabilities, including:

AI-Powered Image Recognition: Employing state-of-the-art AI algorithms to analyze in-store images, providing real-time insights into product availability, shelf conditions, promotional displays, and compliance metrics.

Actionable Insights: Generating actionable insights and alerts based on AI-driven analysis, enabling CPG companies to optimize in-store execution, spur sales growth, and ultimately elevate customer satisfaction.

Data-Driven Decision Making: Harnessing advanced analytics and machine learning algorithms to convert raw data into actionable insights. Trax’s platform can analyze in-store images alongside sales data, customer behavior, and market trends, providing CPG companies with valuable insights, predictive analytics, and strategic recommendations.

In addition to the above, Trax offers fully connected solutions in a few different ways:

Trax Connector available on Salesforce AppExchange: Trax Connector allows companies using the Salesforce Consumer Goods Cloud to use computer vision technology. Companies can assess retail execution to help drive positive shopper experiences, helping to unlock revenue opportunities at the point of sale.

Integrations / API: Trax has multiple options available here ranging from Master Data, Single Sign-On, Image Upload and Output APIs, through to Software Development Kit (SDK) which allows developers to seamlessly integrate Trax into their own App.

Signal Based Merchandising (SBM): SBM provides brands with real-time visibility down to the stock-keeping unit (SKU) level. SBM engages a network of shoppers already in the store to gather real-time data points – which Trax calls signals – so brands can make quick and cost-effective decisions about their store-level execution.

To conclude, the evolving synergy of AI and Image Recognition technology is reshaping the in-store execution landscape within the CPG industry. Companies, spearheaded by pioneers such as Trax, are leveraging these technologies to optimize shelf space, ensure compliance, and deliver exceptional customer experiences. Embracing this transformative technology is not just beneficial but is essential for CPG companies looking to drive growth, enhance brand visibility, and achieve operational excellence in today’s dynamic retail environment. The future of in-store CPG execution is now, and Trax Retail is leading the way.

Fraser Neil
Fraser Neil Fraser.Neil@traxretail.com Fraser Neil is the Vice President of CPG for EMEA & Oceania at Trax. Fraser has responsibility for new business development alongside strategic leadership for one of our largest global clients covering over 45 individual markets. Based in the UK, Fraser has over 25 years experience in CPG Retail Execution having worked for one of the largest retail chains and having served on the senior leadership teams with one of the largest outsourced field sales providers in the UK and Ireland. He has worked on projects that include field optimisation, field force automation, and EPOS data analytics solutions which are designed to direct resources to the outlets and actions that will deliver the greatest ROI. In over 5 years with Trax, Fraser has supported the acquisition of new clients alongside growing existing business, whilst also influencing our product roadmap and being a voice for our clients internally. In his time at Trax, Fraser has become a trusted member of both the Trax International (EMEA & APAC) and Global Leadership teams.
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