Photos are becoming an essential part of a CPG Companies go-to-market strategy. With photos being stored in the cloud and organized by multiple data points they’ve almost become as versatile as quantitative data. Teams are organizing their photos by account, team member, promotion, and so on. So what does qualitative data provide that quantitative does not?

The Value of Photos in Your Analysis

    1.  Analytic reports do a great job of summarizing the numbers, but they don’t reveal the qualitative characteristics behind the data. Questions focused on appearance, compliance, and other features of a promotion require some level of analysis making it difficult to compare responses from data alone. Accidental data interpretation can cause a great deal of uncertainty and mystery in reports.
    2. Photos provide examples of the good, the bad, and the ugly. How many times have you been explaining processes or describing an item to a colleague and reverted back to “Here let me just show you”? Examples remove the uncertainty of what the expectations are. Photos can be used in meetings to provide examples of how a shelf should look and where a promotion should be placed or sitting down with a broker and reviewing their accounts generating positive collaboration and growth.
    3. Photo Alerts can be automatically sent based on your own settings, allowing for a rapid response when needed. Reps are beginning to use tags to label their photos so if there is an opportunity or a concern present, users can set up alerts to be sent out the moment of, at the end of the day, or at the end of the week. Automating this process and removing the tedium of gathering, labeling, and sharing photos once a rep returns to the office saves energy and most importantly time. A photo can be forwarded and addressed without a lengthy descriptive email which is critical when promotions run for just days.

Photos are becoming ingrained into the daily workflow and as managing them becomes even easier we expect their capabilities to grow in 2015 and beyond.

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Seth Nagle, Senior Marketing Manager at RW3 Technologies understands the power of innovation but also its limitations. Attending Salve Regina in New England, starting his career in Silicon Valley, and now living in Austin, Texas; Seth provides a unique tech perspective to a complex CPG and Retail Grocery Industry that is in constant disruption.

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