Manage omnichannel distribution to optimise prices and boost sales
In a world where consumers are constantly switching between physical and online shops, managing omnichannel distribution is a strategic challenge for brands. This approach not only enhances brand image, but also improves the shopping experience and boosts sales. To meet this challenge, brands need to collect and use reliable data from all their distribution channels: shops, e-commerce sites, search engines and price comparison sites.
The aim? To quickly identify areas for improvement and make the right decisions.
Optimising point-of-sale distribution
In-store surveys are essential for improving performance in the field. They allow you to monitor :
- Inventories, to avoid stock-outs.
- Merchandising, to ensure an attractive presentation.
- Prices, to stay competitive.
With technologies such as image recognition, in-store surveys are becoming simpler and faster. For example, tools such as EasyPicky make it possible to film shelves using a smartphone or tablet to obtain KPIs instantly, replacing tedious manual methods. This data provides brands with a precise, real-time view to adjust their strategies and enhance the customer experience.
Managing your digital shelf to boost your online visibility
The Digital Shelf is the virtual equivalent of in-store shelves. It brings together all the elements that are visible online: prices, availability, promotions and customer reviews. Thanks to tools such as Price Observatory, brands can :
- Monitor price and stock trends.
- Monitor competitors’ promotions.
- Identify market trends.
This data enables you to remain competitive while adjusting your strategies in real time to optimise your online performance.
A synergy between physical and digital
Omnichannel is about harmonising experiences between physical and digital channels. Whether the consumer visits a shop, consults a mobile application or interacts on social networks, the aim is to create a fluid and coherent experience. Brands that succeed in unifying these channels :
- Improve customer satisfaction and loyalty.
- Reduce the silos between online and in-store sales.
- Boost their overall performance.
Innovative solutions for efficient omnichannel distribution
To meet the challenges of omnichannel distribution, tools such as EasyPicky and Price Observatory simplify data collection and help brands make informed strategic decisions:
- Thanks to EasyPicky’s Image Recognition solution, sales teams can carry out exhaustive surveys on every visit, simply by activating the camera on a tablet and browsing the aisles of a shop in 100% offline mode.
- Price Observatory provides comprehensive online monitoring, tracking prices, promotions, reviews and competing products in real time. It monitors the greymarket, buy box holdings on marketplaces, market trends and competing products. Thanks to high-performance product-matching algorithms, the solution makes it possible to track price changes in real time, so that retailers can be better advised on their online sales and pricing strategy, while maintaining a good brand image.
By combining these tools, brands gain an accurate, up-to-date overview, making it easier to make rapid adjustments to strategy.
How EasyPicky transformed data collection for Henkel through omnichannel distribution
Prior to the arrival of EasyPicky, Henkel France faced major challenges related to the time-consuming and complex manual collection of field data and the tedious processing of information. Since the integration of EasyPicky in 2023, these constraints have been overcome, enabling the company to optimise its processes and fully embrace the requirements of omnichannel distribution. The lack of key performance indicators was hampering negotiations with department managers, limiting the effectiveness of exchanges. What’s more, the sales and marketing teams only had point-in-time data for field surveys, making it difficult to adjust strategies in real time – a constraint incompatible with fluid omnichannel management. Thanks to EasyPicky’s Image Recognition technology, Henkel has revolutionised its practices. The sales force can now take precise readings during each in-store visit. These detailed records provide instant analyses that can be accessed directly in the CRM, offering reliable data to guide negotiations with department managers. With this solution, Henkel is optimising its omnichannel distribution management, boosting both efficiency in the field and its global competitiveness. EasyPicky is a strategic lever, making omnichannel management smoother and more efficient.
How Price Observatory supports Schneider Electric in managing omnichannel distribution
As a world leader in energy, Schneider Electric faced a key challenge: to have an accurate and up-to-date view of online prices to meet the growing demands of omnichannel distribution. This need became more acute with the COVID crisis and the rise of DIY in the BtoC division. By adopting the Price Observatory solution, the company has transformed its pricing management and strengthened its competitiveness in a fast-changing market. Price Observatory enables Schneider Electric to monitor the prices charged by its resellers and competitors, while adjusting its own prices to remain competitive. In addition, the solution helps to adapt sales strategies according to the specific characteristics of each country, an imperative in effective omnichannel management. Thanks to data scrolling, each subsidiary can define prices tailored to local conditions, while refining its Go To Market strategies. The solution also plays a key role in optimising the marketing of products via different channels, whether BtoB, BtoC or e-commerce. By providing complete price visibility, Price Observatory enables Schneider Electric to make informed decisions and optimise its omnichannel distribution. This strategic tool helps the company maintain its competitiveness while meeting the expectations of a market in constant transformation.
A 360° vision for better strategy management
The rise of omnichannel marketing is forcing brands to equip themselves with high-performance tools to collect accurate data and monitor their performance across all channels. Solutions such as EasyPicky and Price Observatory offer them a comprehensive and constantly updated view, essential for improving their brand image, increasing sales and speeding up decision-making.
Mastering omnichannel distribution is not just a technical challenge: it is a genuine strategic transformation that has a profound influence on customer relations, competitiveness, and growth. EasyPicky, by facilitating in-store checkouts, and Price Observatory, by offering accurate online price monitoring, provide brands with powerful levers to meet the demands of an increasingly competitive market.
By adopting a global vision thanks to these tools, companies are able to guarantee a fluid and coherent experience for their customers while strengthening their positioning. Today, a mastered omnichannel strategy is an essential pillar of sustainable success.
