A primary obligation for Consumer Package Goods (CPG) companies is to maintain long-term relationships with retailers and ensure products are being promoted — and sold — across all locations.
Reckitt Benckiser, a CPG organization focused on household, health and personal care brands, establishes, communicates with and manages field workers through Gigwalk, an on-demand mobile workforce. Using the solution, Reckitt Benckiser has access to 220,000 mobile workers, helping the company seamlessly assign and check progress on short-term projects and necessary tasks such as tracking product performance in specific retail locations, according to a company press release.
“We use the mobile workforce app from Gigwalk to execute store audits quickly and efficiently,” said Litthya Baez, Consumer and Market Insights Leader at Reckitt Benckiser. “These audits empower us to see what is happening in a retail partner’s store — at a moment’s notice.”
Advertisement
{loadposition MWIAA} Reckitt Benckiser assigns a variety of quick tasks to mobile workers such as analyzing product placement on shelves, number of items available, deals being promoted and signage being used. With this information, Reckitt Benckiser team members can obtain qualitative insights regarding the performance of specific products.
“We hire workers to analyze if and how well certain products are on display and promoted throughout the store,” Baez said. “These data points all are aligned with store performance, so if a product’s performance doesn’t meet expectations, we’ll quickly know the reason why.” While these insights are only used for internal intelligence, Reckitt Benckiser plans to start sharing information with retail partners to ensure and enhance sales success.
In addition, Reckitt Benckiser used Gigwalk to successfully hire 500 people to conduct shopper interviews across the U.S., which were completed within a two-week period, Baez explained. The company used data gathered from the project to “understand the drivers behind product sales.” Baez added that Gigwalk “has allowed us to easily reach out to thousands of people in the field at our schedule.”
New features being added by Gigwalk to the mobile workforce platform will arm organizations such as Reckitt Benckiser with enhanced tools for obtaining a more concise view of tasks completed by mobile workers. The expanded solution includes a new “Gig” management dashboard, designed to turn large data sets into a comprehensive view of tasks and results. Additionally, new search and filter tools will help customers scale field operations, as well as filter workforces based on attributes such as title and location.
