Perfect Execution at the POS
what it is, how to measure and how to achieve it

What is perfect execution at the POS

Perfect execution at the POS is the scenario where every element negotiated between industry and retailer is correctly implemented at the point of sale: product available, correct price, active secondary placement, communication material positioned and share of shelf respected. It is the ideal state of brand presence at the moment the shopper walks down the aisle.

In practice, perfect execution rarely reaches 100%. Market studies indicate that the average compliance rate in Brazilian retail falls between 55% and 70%. This means that out of every 10 stores visited, 3 to 4 present some deviation — missing product, wrong price, absent materials. Each deviation is a lost sale.

The 5 pillars of perfect execution

To measure perfect execution at the POS, you need clear indicators for each pillar:

1. Availability (on-shelf availability): is the product on the shelf? The industry target is typically 95% or higher. Below that, stockouts are costing sales.
2. Price: is the practiced price within the agreed range? Variations above 5% compromise the positioning strategy.
3. Share of shelf: does the product's physical space on the shelf match what was negotiated? Measured in linear centimeters or number of facings.
4. Secondary placement: are islands, end caps, displays and exclusive coolers active and well positioned?
5. POS materials: are wobblers, stoppers, banners and price tags present and in good condition?

The perfect execution score is the weighted average of these 5 pillars. The weighting depends on the strategy: if the focus is a launch, availability and secondary placement carry more weight. If it is maintenance, share of shelf and price gain weight.

How to measure in practice

Measurement requires three elements: a standardized checklist, geolocated photos and adequate visit frequency.

The checklist should contain objective questions for each pillar — yes/no, numeric values or selection from predefined options. Free-text fields do not generate comparable metrics.

The geolocated photo is the evidence that proves the measurement. Without a photo, the data is self-reported. With a photo linked to GPS and the visit timestamp, the data is verifiable. PMR automatically captures the geolocation of each photo taken by the promoter, linking it to the POS and the completed checklist.

Visit frequency defines data granularity. For strategic POS locations (top 20% by volume), weekly measurement is ideal. For the rest, biweekly or monthly is sufficient.

Execution score: how to calculate

A practical method for calculating the score:

• Assign a weight to each pillar (e.g., availability 30%, price 20%, share 20%, secondary placement 15%, POSM 15%)
• For each POS visited, score each pillar from 0 to 100
• Calculate the weighted average: this is the perfect execution score for that store
• Group by chain, region, promoter or client to identify patterns

With PMR's automated report, these scores are calculated from data collected by the promoter and made available on the dashboard the same day. The manager does not need to build the calculation manually.

Strategies to increase the score

Improving perfect execution at the POS requires coordinated action between field and office:

• Prioritize by impact: start with the POS locations with highest sales volume and lowest score. Improvement at these stores generates the greatest return.
• Fast feedback to the promoter: when a store's score drops, the promoter should know the same day. Automated reports enable this speed.
• Negotiate with the store manager: many deviations happen due to retailer decisions (planogram changes, material removal). The promoter needs autonomy to negotiate on site.
• Run surprise audits: use GPS to verify whether the promoter is visiting critical POS locations at the right frequency. Without GPS, you rely on self-reporting.
• Share data with the client: clients who track the execution score renew contracts more easily because they see the operation's value in numbers.

Conclusion: perfect execution is a measurable result

Perfect execution at the POS is not an abstract ideal — it is a metric with a formula, measurement and target. Agencies and industries that systematically measure execution identify deviations faster, correct with more agility and prove the operation's value with data. Tools like PMR, with digital checklists, geolocated photos, real-time GPS and automated reports, turn perfect execution from concept into operational routine.

An underestimated aspect of perfect execution is the cumulative impact of small deviations. A misplaced product in one store seems irrelevant. But multiplied by 200 stores over 30 days, the sales impact is significant. Industry studies estimate that each percentage point improvement in perfect execution can represent a 0.5% to 1.5% increase in POS sales.

Perfect execution also works as a powerful commercial argument. When the agency presents the client with an 85% score with documented evolution and geolocated photos, the contract renews almost automatically. The client is not paying for visits — they are paying for verifiable results. This shift in perspective transforms the relationship from vendor to strategic partner, which also enables higher pricing.