How to Measure In-Store Execution: Displays, Offers and the Pitch

The four elements of a campaign in a store

• Display: the window, the focal fixture and the shelf talkers, in the positions the visual merchandising brief specified.
• Offer and price: the scheme signage up, last month's signage down, and the price in POS matching the signage.
• Stock: the hero SKU and the variants the campaign features, available on day one and replenished through the festive weekend.
• Pitch: the advisor mentions the launch or offer to the customer, quotes it correctly, and handles the objection the campaign was expected to raise.

Metrics, sources and day-three targets

Day one to day fourteen

1. Day 0: kit dispatched with a tracking number per store; brief sent as one page with the three lines the advisor should say.
2. Day 1: display photo by 11 am from every store, AI-checked; fix list to area managers by 2 pm.
3. Day 2: fixes closed with a second photo; stores without kit escalated to the supply team, not the store.
4. Day 3: first read of launch mention rate and offer accuracy by region. The gap between regions is usually the story.
5. Day 7: the top objection to the launch, in customers' words, and the best answer from the network, sent back to every store.
6. Day 14: conversion on conversations where the launch was mentioned against conversations where it was not; execution score by region; the recognition list.

A worked example: a festive launch across 120 stores

Day 1: 97 of 120 stores passed the display photo audit, 81 percent. Fourteen still had last month's signage up, nine had no display at all because the kit was in transit. The nine were a supply problem and left the stores' scorecards.

Day 3: launch mention rate was 38 percent for the network, ranging from 71 percent in the South region to 12 percent in the West. West had received the brief a day late and the kit two days late. Offer accuracy where the offer was mentioned was 64 percent; the most common error was quoting the cashback without the minimum bill value.

Day 7: one line added to the morning huddle brief, one WhatsApp message with the correct wording. Day 14: mention rate 66 percent, offer accuracy 85 percent, and conversion on conversations where the launch was mentioned was 24 percent against 17 percent where it was not. The photo audit had said the campaign was 81 percent executed on day one. The conversation said it was 38 percent executed on day three, and that was the number head office needed.

The half that photo audits miss

A display up and a pitch not made is a failure that looks like success on every operations dashboard. Borentis Floor measures launch mention rate and offer accuracy from consented conversations on the advisor's phone; BorentisOps measures the display, signage and stock half with checklists and AI photo audits. Read together, the campaign execution score is honest.

One limit to state: mention rate depends on capture rate. A store recording 30 percent of walk-ins gives a mention rate built on a third of its conversations. Report both numbers side by side.

An execution score for the campaign

A simple composite works: display 25, offer signage and price 25, stock 20, pitch 30, weighted to what drives the sale in your category. In durables and mobiles the pitch weight should be higher; in apparel the display weight. Score it by store and by region, publish it on day 3, day 7 and day 14, and recognise the first region to 90. The score's purpose is to move the pitch column, because that is the one that moves conversion.