Four firsthand accounts of the challenges sales promoters face at a flagship store in Sao Paulo.
Looking for tips, challenges, ideas and solutions from the daily reality of the point of sale, we gathered stories that will make you reflect on whether you or your company face the same problems.
The main goal is to identify problems and creative ideas that can be shared, sparking healthy discussion and constructive feedback so we can all grow together at the point of sale.
Briefing on sales promoter challenges
The store chosen for this project was the Carrefour Pinheiros in Sao Paulo, known as a flagship store for its many promotional actions, upscale neighborhood, easy access for major brands and consumers with high purchasing power.
The visit took place in the morning, and we found over 35 promoters executing product replenishment on the shelves with intense competition between brands.
Sampling approach
Despite being a large store well suited for various actions, we found only one sampling activation in the entire store.
As we arrived, we were properly approached by the promoter, who presented the product correctly. The promoter told us that thanks to the sampling, many people had been purchasing the product after her approach. The product was also present on the regular shelf.
The activation was run by an agency, and from our perspective the execution was perfect -- a well-trained promoter delivering excellent results.
Challenges sales promoters face at the POS
Attention! Your promoters may be facing these same difficulties.
1) Beverage segment promoter:
This promoter showed flawless execution in product replenishment and surveys. When asked about challenges, he reported that his main difficulty was his store visit schedule -- only 3 times per week, while his competitor visited 5 times. On days he was absent, the competitor would take over his shelf space.
2) Dairy segment promoter:
This promoter was battling for refrigerator space. Her challenge was maintaining product facing and visibility when the store's own staff would rearrange products during her absence. She needed to rebuild her display every visit.
3) Snacks segment promoter:
The biggest challenge here was negotiating secondary display space. Despite having approval from the brand for additional materials, the store manager was reluctant to allocate extra space. The promoter had to build a strong relationship with store staff to earn those placements over time.
4) Personal care promoter:
This promoter highlighted the challenge of competing for consumer attention in an aisle with dozens of similar products. Standing out required constant creativity -- keeping the display impeccable, ensuring price tags were visible and sometimes creating small custom arrangements to catch the shopper's eye.
Key takeaway
These stories show that sales promoters face real, daily challenges that directly impact brand performance at the POS. Companies that invest in supporting their field teams -- with better visit schedules, technology for real-time reporting and tools for execution tracking -- gain a significant competitive advantage.
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