FMCG & CPG Retail Merchandising Cloud Software for Egyptian Business

Every outlet class runs on its own brief. A souq stall needs a different shelf-talker to a baqala counter, and neither carries the planogram a Carrefour Egypt or Kazyon-style modern-trade aisle expects. The system tags each outlet by class, serves the matching audit checklist, and rolls scores up by class so brand teams see where traditional-trade execution slips against modern trade.

The field rep captures a GPS-stamped, time-stamped shelf photo. The cloud model recognises pack shapes for sachets, PET bottles, cartons and pouches, tallies facings, and spots rival brands sitting alongside. At a baqala or souq stall this drives a presence, visibility and price check with no planogram involved; at a modern-trade aisle the same photo is scored against the full planogram. It handles the dense, stacked displays common at a wholesale market such as Al Obour without a manual recount.

L1 is the self-check the merchandiser completes at the baqala or supermarket during the visit. L2 is a supervisor review triggered by a flagged score or a sampling quota. L3 is a brand or regional-manager spot-check on selected outlets across Cairo, Alexandria or Giza. Each layer adds independence, and failures escalate with a fixed corrective-action deadline.

Trade marketing briefs POSM by outlet class and tags it to the window, such as a Ramadan drive, an Eid push, or a back-to-school activation. Each outlet's allocation is generated automatically. Reps shoot before-and-after photos validated by GPS. ROI dashboards flag campaigns falling short while the window is still open to fix.

Yes. The app is offline-first by design. In a dense souq row, a baqala cluster on a rural governorate road, and shops where the signal drops, reps still finish checklists, capture photos, and mark POSM status on a low battery. Everything syncs to the cloud once signal returns, so no visit or audit is lost.

Checklists log competitor branding, price-off talkers, gondola and end-cap displays, fridge presence, and new launches. The AI also flags any rival pack placed next to yours on the shelf. That market picture feeds distributor and modern-trade joint-business-planning talks and shapes the next regional and trade-scheme plan.

Audits record batch numbers on the SKUs that matter. The platform checks them against the batch master and raises a flag on stock nearing expiry at the outlet. Brand teams can push a price-off clearance or swap the batch before the write-off lands. Short-shelf-life lines such as dairy, juices and bread are routed first in this flow.

The regional view shows compliance across Greater Cairo, Alexandria and Giza, or a governorate in Upper Egypt or the Delta. The channel view separates souq traders, baqala outlets, and modern trade. The SKU view shows facings for your beverage, home-care, food and personal-care lines. Drill from the national roll-up down to a single visit photo, every step traceable.

Yes. Retail execution sits on the same cloud backend as the SFA and DMS. Each audit attaches to the rep's visit record, so brand teams trace visit through audit to secondary sales in one view, from distributor to wholesaler to baqala or souq retailer. When visit counts are high but audit counts are low, the rep review surfaces the gap, and 1Voice AI answers questions in plain language.

Brand managers get POSM compliance, SKU facing trends, planogram breaches for modern trade, fridge and cooler presence, competitor adjacency, and near-expiry heatmaps. Trade-marketing leads track campaign ROI in EGP, install pace, and budget burn. Sales leadership sees regional roll-ups across Cairo, Alexandria and Giza. 1Voice AI fields the one-off queries on demand.