Sales & Channel

Product and brand strategies deliver results effectively when properly executed at the point of sale. Defining the right distribution channels, along with designing and implementing activities that attract shoppers, are key factors in driving sales performance. Through Sales & Channel solutions, GCOMM helps businesses evaluate distribution effectiveness, understand shopper behavior at the point of sale, and monitor execution quality across the system — enabling businesses to identify optimization opportunities and improve overall sales performance in the market.

Delivered Values For Clients

Mystery Shopper

In-store customer experience is significantly driven by operational processes and staff quality, yet these factors are often difficult to assess objectively through internal observation alone.

The Mystery Shopper solution enables businesses to evaluate the customer experience at the point of sale from a shopper’s perspective, across key aspects such as:

The shopping experience, journey, and level of support provided to customers
Service quality and staff performance through interactions and product consultation
Compliance with execution standards, including in-store programs and guidelines
In-store elements accessible to customers, such as displays, visibility, and sales support activities

The solution is implemented through trained Mystery Shoppers who act as customers, directly experiencing and interacting at the point of sale based on pre-designed scenarios. This approach helps businesses identify improvement areas, enhance customer experience, and improve sales effectiveness at the point of sale.

Retail Census & Store Audit

To optimize sales performance, businesses need a clear understanding of where their products are available and how they perform in the market.

The Retail Census & Store Audit solution provides a comprehensive view of the distribution system, enabling businesses to:

Evaluate distribution networks and market coverage through outlet listings, distribution coverage, and store scale
Understand the competitive context at the point of sale, including competitor presence and key products
Track sales performance, including revenue, volume, market share, and growth over time
Monitor price dynamics and the level of price competition

Through this analysis, the solution helps businesses identify priority areas, optimize distribution strategies, and enhance overall sales performance.

Shopper Insight

Purchase decisions are often influenced — and sometimes even formed — at the point of sale by various factors. To optimize sales performance, businesses need to understand shoppers’ behaviors throughout their shopping journey, as well as the factors influencing decisions at the point of sale.

The Shopper Insight solution provides a clear understanding of shopper behavior at the point of sale, focusing on key aspects such as:

Shopping context and objectives for each trip
The in-store journey, from how shoppers approach and search to how they select products
Key drivers behind purchase decisions
Shopper responses to displays, pricing, promotions, and other influencing factors

Through this analysis, the solution helps businesses optimize trade marketing activities, increase conversion, and enhance sales effectiveness at the point of sale.

In-store Execution Measurement

In conjunction with defining clear strategies and standards for in-store execution, businesses need to ensure that activities are implemented consistently across the system. This requires systematic tracking and evaluation of execution quality at the point of sale — from compliance with standards to the actual customer experience.

The In-store Execution Measurement solution enables businesses to capture key aspects such as:

Compliance with execution standards, including displays, POSM, and in-store activities
How customers perceive and interact with the display environment and brand activities
Execution gaps and opportunities for improvement

Through this analysis, businesses can better control execution quality while optimizing the in-store experience and overall impact.

Why should clients choose GCOMM's services?

Internationally - Experienced Consultants

Our consultants bring extensive global experience from SEA (Thailand, Indonesia, Singapore, etc), Europe (Italy, Bulgaria, Russia, etc), China, etc. to every project. They have worked with clients from over 30 countries across a wide range of industries, providing them with valuable insights into international best practices and market trends.

Deep understanding to generate actionable insight

Our team has a deep understanding of the industries and markets we serve, thanks to our extensive research experience and access to a wide range of data sources. We have conducted over 1,650 market research projects across Southeast Asia in the past years, 1M interviews using advanced analytics techniques to generate insights that drive business results.

Robust fieldwork capabilities across APAC

GCOMM's network consists of over 50 partners across the APAC region. We have conducted market research in over 15 countries in recent years. Our specialized knowledge and profound understanding of the local context have helped our clients succeed in overcoming cultural and language barriers, as well as regulatory and compliance issues.