FMCG & CPG Retail Merchandising Cloud Software Built for Oman's Dual-Channel Trade

Every outlet class runs on its own brief. A baqala store on a Muscat side street needs a different shelf-talker to a mini-market chain outlet, and neither matches the planogram a Lulu or Carrefour 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 general-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, spots rival brands sitting alongside, and raises planogram breaches and out-of-stocks. It handles dense baqala shelf displays and busy modern-trade aisles alike, with no manual recount needed.

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 Muscat, Sohar or Dhofar. 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, a Khareef-season push in Dhofar, 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 works offline by design. Across the Muscat-Sohar-Salalah corridor, reps typically have a steady connection, but on routes into the interior or remote coastal wilayats, checklists, photos and POSM status all save on the device and sync to the cloud the moment signal returns, so a stretch of patchy coverage never costs a lost visit or audit.

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 territory 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 territory view shows compliance across a governorate such as Muscat, the Batinah coastal strip, or Dhofar in the south. The channel view separates baqala stores, mini-markets, 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 to audit to secondary sales in one view, from distributor to sub-distributor to wholesaler to 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, fridge and cooler presence, competitor adjacency, and near-expiry heatmaps. Trade-marketing leads track campaign ROI in OMR, install pace, and budget burn. Sales leadership sees territory roll-ups across Muscat, Sohar, Salalah and the wider governorates. 1Voice AI fields the one-off queries on demand.