POS Checklist
free template for your field team

Why the POS checklist is the foundation of execution

The POS checklist is the tool that transforms a store visit from a generic task into a standardized, measurable process. Without a checklist, each promoter executes the visit their own way. With a checklist, everyone follows the same standard, collects the same data and generates comparable information across stores, regions and time periods.

Companies that implement structured checklists report a 22-35% increase in execution compliance within the first 60 days. The reason is simple: what gets measured gets managed. What does not get measured becomes opinion.

The 7 items every POS checklist must have

A good POS checklist balances coverage and practicality. If it is too long, the promoter fills it out on autopilot. If it is too short, you lack data for decision-making. These are the essential items:

1. Product presence: is the SKU on the shelf? If not, why? (stockout, lack of replenishment, space denied)
2. Price practiced: does the shelf price match the agreed price? Is there a competitor promotion?
3. Secondary placement: is the product on an island, end cap or display? Is the negotiated placement being honored?
4. POS materials (POSM): are wobblers, stoppers or banners in place? In good condition?
5. Share of shelf: how many facings does the product occupy versus the competitor? Measured in centimeters or number of facings.
6. Expiry dates: are there products near expiration? What is the oldest batch on the shelf?
7. Evidence photo: a geolocated photographic record of the shelf, secondary placement and POS materials.

Common mistakes in checklist design

Poorly designed checklists generate useless data. Avoid these mistakes:

• Questions that are too open: "How does the POS look?" does not generate comparable data. Prefer: "End cap active? Yes/No."
• Too many optional fields: if the field is optional, the promoter will not fill it in. Make essential items mandatory.
• Lack of predefined options: free-text fields make analysis difficult. Use multiple choice, yes/no and numeric scales.
• Not including photos: a checklist without a geolocated photo loses 80% of its value as proof of execution.
• Ignoring fill time: a checklist that takes more than 8 minutes per POS is consuming execution time. The ideal is 3 to 5 minutes.

Paper checklist vs digital checklist

Paper checklists are still common in small operations, but they present serious problems at scale:

• No embedded geolocated photo capability
• Takes 24 to 72 hours to consolidate
• Typing errors and illegibility
• Impossible to cross-reference with promoter GPS data
• No automated report generation

A digital checklist, like the one offered by PMR, solves all these issues. The promoter fills it out on their smartphone, takes the geolocated photo, and the data is immediately available on the manager's dashboard in real time. The automated report is generated the same day and can be sent directly to the client.

How to build your custom checklist

Follow these steps to create an effective POS checklist for your operation:

1. Define the visit objectives: replenishment? Audit? Activation? Each objective generates a different set of questions.
2. Consult the client: ask which KPIs they track. The checklist should generate data that feeds the contract's indicators.
3. Limit to 10-15 items per visit: fewer is insufficient, more is unproductive.
4. Include at least 2 mandatory photo fields: main shelf and secondary placement.
5. Test with 3 promoters before scaling: measure the time, observe difficulties and adjust.
6. Review monthly: remove items that do not generate action and add what the client starts requiring.

Conclusion: the checklist is data, not bureaucracy

The POS checklist is not a form to tick boxes. It is the tool that transforms every visit into actionable data, including data that justifies the client's investment, proves execution and feeds strategic decisions. When combined with real-time GPS and geolocated photos, the digital checklist becomes the backbone of a professional trade marketing operation.

Want to discover the real cost of each POS visit and optimize your checklist? Download PMR's free guide and start turning data into results.

A frequently overlooked point is periodic checklist review. Operations that keep the same form for more than 6 months tend to accumulate obsolete fields and omit new indicators that the client has started to require. Best practice is to review the POS checklist every quarter, involving the field supervisor, data analyst and, when possible, the client themselves. This review ensures that every question generates action — not just data volume.

Also consider differentiated checklists by POS type. A hypermarket with 15 SKUs requires a different form than a convenience store with 3 SKUs. Using the same checklist for both frustrates the promoter and generates irrelevant data in the report. Tools like PMR allow configuring checklists by chain, banner or store type, maintaining standardization without sacrificing relevance. Each visit collects exactly what is needed — no more, no less.