For brands
Trade Marketing Analytics: How Brands Measure Promoters and Customers at Multi-Brand Counters
Trade marketing spends on promoters, displays and schemes at counters the brand does not own, and measures the spend with sell-out numbers and shift reports. Between the two is the conversation at the counter, where the customer names the rival, quotes the price and asks for the variant the range lacks. Trade marketing analytics that hears that conversation changes what the function can decide.
What is measured today
- Headcount and attendance.
- Sell-out by counter, shared late by the retailer or not at all.
- Promoter self-reports: a sentence per shift.
- Mystery audits: a scripted visit a quarter.
What the counter conversation adds
- Pitch quality on the brand's playbook, per promoter and counter.
- Rival mention rate and the argument behind it.
- Unmet demand: variants and features asked for and not carried.
- Launch mention rate and offer accuracy from day one.
- Objections in the customer's words, by city and week.
How to run it
Brands capture their own promoter counters with consent, using the promoter's phone, so no retailer data dependency exists. Customers stay anonymous; what travels is what was said about the product. Retailer agreements should be checked and most welcome the promoter pitch being measured. This is the Brand at the Counter use case.
Frequently asked questions
Which categories fit?
Anything sold through promoters at multi-brand counters: electronics, mobiles, durables, beauty, small appliances, paints, tyres.
Can we benchmark promoters across retailers?
Yes, on the same metrics, which is usually the first practical use.
Related reading
Where Borentis applies this
- Brand Voice-of-Customer: The focus group hiding in plain sight.
- Launch & Offer Execution: Know your launch landed, on day one.
- Competitor Defence: Hear the rival the moment your customer names them.
Borentis is the Agentic Operating System for Customer Interactions, built for Indian retail floors: consented one-tap capture on the advisor's phone, every conversation scored against your playbook with the evidence behind every number, leads created when a number is heard, and coaching from your own best conversations.