Roamler and Trax Join Forces to Digitalise In-Store Execution

Roamler and Trax are partnering to combine Roamler's flexible approach to field marketing with Trax's proprietary computer vision platform, giving manufacturers an accurate snapshot of shelf conditions in store — and the real-time insight to act on it.

Unilever is the first company to deploy the joint solution.

Why This Partnership

Online and proximity channels continue to gain ground, and field teams face real constraints on the time they can spend in store gathering data and checking compliance. Manufacturers are being pushed to rethink how field marketing works.

For ten years, Roamler has provided FMCG brands and retailers with a community of skilled auditors and merchandisers, activated entirely on demand, where and when needed. That approach is now complemented by Trax's computer vision platform and machine-learning algorithms for shelf recognition.

The practical effect is a reallocation of field time: representatives spend their hours in store selling, rather than photographing shelves and collecting data.

Speed, Scalability and Data Quality

Store insight is traditionally collected by a brand's own field team, covering multiple channels across a wide geography. That means slower processes, higher fixed costs, and opportunities missed while the data catches up.

An on-demand community spread across Europe changes the speed of field operations, and lets a brand scale footprint and volume to what it actually needs at that moment. Combined with digital image recognition, it relieves fixed field teams of data and image collection while maintaining a high rate of data quality.

Direct access to timely in-store insight also changes what a visit is for: field teams arrive knowing which actions each specific store needs.

With lockdowns and different restrictions being activated almost on a daily basis, brands are forced to deal with limited operational in-store time for field forces, and a lower ability to engage with shoppers. A traditional approach, where specialized resources are dedicated to the execution of relatively simple tasks, such as taking pictures, is no longer sustainable.

Martijn Nijhuis Co-founder, Roamler

Integrating traditional field forces with the Roamler community, activated and managed through the Roamler mobile app, gives businesses more flexibility in how they check in-store execution. Trax's sales automation solutions then streamline the data processing, putting a full range of KPIs in front of the right people within hours.

Together, Trax and Roamler offer CPGs superior value by providing a cost-effective, scalable and fully integrated store auditing service. Our joint solution empowers companies to address issues affecting retail execution and product availability quickly and efficiently.

Karine Eloy Managing Director EMEA, Trax

The joint proposition is built to help CPG decision-makers keep full control over their resources and process — so they can keep rethinking their route to market and prioritise the channels with the biggest opportunity.